Customer relationship management has gained a lot of popularity over the recent years. According to Hutt and Speh (2013, p. 92), the world is increasingly getting competitive. Firms currently find themselves fighting for the market with various other firms in the industry. Optus finds itself in this situation in this market. Optus is an Australian telecommunication company that is a subsidiary of SingTel. The firm is considered as one of the largest telecommunication firms in Australia. Given the competitive nature of this market, the management of Optus has the responsibility of ensuring that it offers high value to its customers. According to Hill and Jones (2010, p. 113), the process of acquiring and retaining customers within an organization requires a high level of value offering. Customers have become very sensitive of the value that they are offered. They only become loyal to firms which offer high value in the market. Value can be offered using various channels. Buttle (2011, p. 42) observes that one of the best ways of delivering value to the customers is through the product. Optus can consider offering value to its customers by ensuring that the value of their products is very high. Delivering value through product is one of the best ways that a firm can endear customers to it. Australians are high consumers of internet services. They prefer having an internet service provider that will offer a fast internet which is very reliable throughout the year. This is what Optus should offer. The service should be efficient and able to meet the demand of the market with a lot of ease. The market expects this firm to deliver very high communication services to the market. As such, the technical team of this firm should ensure that its customers using the call system are not affected by cases of a jammed network that may cause problems in communication. Quality service delivery always makes customers willing to pay premium prices because they always feel that the price is justified. As Ulaga (2011, p. 21) says, customers always want a firm that offers a product that is either above or within their expectation. The moment the product offered is below their expectation, they would consider it of poor standards, and as such, would consider going for alternative products. It is important for the management of Optus to realize that losing a customer to a competitor in this market can be very dangerous to its sustainability. Most of the customers who move away from the firm due to dissatisfaction rarely come back. The memory of their dissatisfaction would always keep them away from the firm for a very long time. For this reason, this firm should ensure that its products meet the expectations of the market. Optus has been keen on using communication related strategy in delivering value to its customers. The management of this firm has always maintained a close communication to its customers. The customer care unit has various channels through which its customers can communicate to the firm over the products offered to this firm. To enhance communication between the firm and its customers, the management of this firm has toll free numbers which allows customers to call this firm over any issue relating to the product. The firm has a well established call center where customers would have a direct communic