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This paper studies how effective Smart’s App has been to its customers. The “Smart App” is an application software designed to run on a mobile device which allows Smart customers to access features similar to those traditionally used in the access number system. The smart app provides the services most frequently used by customers and additional features that would better customer experience. This app was launched by the company as it aims to have an all-inclusive service in one app to avoid customers having to visit their showrooms for customer support; the app facilitates customer support. This study seeks to analyze how effective the Smart App has been for customers as well as recommendations to improve the app.
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