The research design is exploratory in nature. It is involved in understanding the mobile phone services in Saudi Arabia and its expansion last five years. The performance of two companies was studied with respect to their customer centric approach. The purpose of the monograph is to understand the CRM techniques pursued by these two companies. The research was conducted in two phases: i)The first phase used secondary data about telecom sector in Saudi Arabia and operations of major telecom companies. ii)The second phase used primary data collection through a structured pilot survey. Data was...