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Jan 23, 2020


  • Lausten Bennedsen posted an update 5 months, 3 weeks ago


    The telecom service providers have always followed a growth trajectory during the past decade through surge in usage as well as adding considerable numbers on their annual revenue. They have got kept the interest rate using the competitors and also have literally game with amazing success before. In the recent times, these are facing having an enormous challenge of adaptation towards the matured, highly penetrated markets along with global recessionary effect. Therefore, a shift in paradigm to evolve their business models to the present situation is highly required as well as the necessity of the hour could be the customer experience management to achieve an increased retention ratio.

    Challenge in modern telecom industry – Customer retention

    Nowadays in this day telecom industry containing attained high penetration level, obtaining a customer is getting even costlier. Industry analysis states that only 25% with the acquired customers stick to the organization after an year’s some time to with an average only 20 -30% in the entire client base is revenue earning/profitable customers. This dugs a deep hole within the balance sheet in the telecom providers. Due to churning effect of absolutely free themes, there exists a huge imbalance created in gross additions in the customers and net addition.

    Forward path: Way to customer retention – Customer experience management

    Therefore, the major challenge for the telecom operators worldwide is managing customer churn. It affects profitability from the company if your customer churns prior to the company can earn back it it incurred in establishing the client. Therefore, it’s very essential to indentify the profitable customers and retain them.

    Retaining the profitable customers includes 2 steps:

    1. Identifying the revenue earning customers in the entire usage

    2. Managing the customer experience and customer value for that revenue earning customers

    Identifying the Revenue earning customers

    The telecom service providers need to define their business logic for identification from the revenue earning customers, as an example: the customers with usage more than ARPU are high valued customers, or perhaps in case of pre-paid, customers recharging greater than INR 250 a month (In Indian scenario) are considered as revenue earning. Depending on the business rules the whole subscriber base must be segmented into revenue earning customers and non-revenue earning customers. Managing customer ARPU Average revenue per customer. Managing customer data in scale of 40 – 50 millions is a challenge. This can be accomplished by using various business analysis tools (eg: SAS, SPSS, Teradata, etc.).

    Customer experience management

    As soon as the identification of the valued/revenue earning customers, managing those identified band of customers are so very important.

    Concentrating on customers as opposed to products

    Over the past years, the telecom providers have dedicated to introduction of new products. They’ve got originated new products/services then sought to discover or build a niche for them. But increased competition one of many existing companies and lower barrier to entry for new players has resulted in the increase in predatory activities from the telecom industry. Moreover, the expense of acquisition of customers has risen considerably. Hence, in the modern times, you will find there’s gradual change in focus from introduction of the latest products for acquiring new customers to customers’ experience management is observed. Currently, the Telco’s should focus on retaining the present valued customers and targeting more wallet share of each and every customer by making more value and improved customer experience.

    For instance: In the united kingdom, O2 has aligned its functional silos to acquire its existing customer’s perspective for making product decisions and designing promotional offerings. They have got devoted to retention by placing equal weight for renewals and acquisitions. By this the organization has reduced its churn figure to 50 % of its existing number.

    Nintendo has built an online community for capturing customer insights and offers incentives in exchange of customer information. With this Nintendo has gained valuable insights into market needs and preferences.

    Customer led customization model

    There’s an underlying assumption that the providers will dictate the future of telecommunication products. But the growing bargaining power of absolutely free themes, there’s a shift in paradigm as well as the providers have to customize their model determined by individual customer preferences. The business will track control from the customers in designing and promoting services designed to meet specific needs with the customers. Under this circumstance, the service providers must find out the unique needs of the individual customers, after which make an effort to develop services which satisfy those multifaceted needs.

    With this particular model, the mass marketing can give method to the customized survey along with the survival with the providers is determined by their power to meet customer’s demand by using an ongoing basis. Quite simply, customers will dictate the service terms they intend to receive.

    Developing multiple channels

    The providers have to develop multiple channels for sales and support to enhance the buyer experience. Increasing the footprint by having on stores is amongst the options that this telecom companies have practiced since ages. Traditional channels like call centers also ended up in focus. With all the surge in competition and economic slowdown, the operators are searching for economical ways to serve their clients while keeping the service quality intact. Eventually the companies would like to move majority of its sales and services online with the web to accomplish better economics. Apart from attaining an economical solution by relocating to web channels, the operators can empower the customers to do various activities with a a lot less expensive price compared to retail channels.

    Over the web channels, a customer can perform quite a few activities like:

    – Bill viewing an internet-based payment

    – Online register of your complaint for support

    – Altering price plan and subscriptions

    – Viewing the item catalogue and buy products/services online

    Besides the previously listed activities, the operators can provide promotional services and cross-sell other products over the web. The operators might have added revenue by ticker management on their websites and advertisements.

    To provide the customers can use a frequent and connected experience, the operators have to integrate all the existing channels. Each time a customer walks-in with a store, the consumer service representative are able to retrieve his/her past interactions over everything the channels to offer him/her from the very best way.

    The operator needs to analyze/monitor the way the customers start using these channels. With respect to the available data of customers’ using these channels, the operators can know the preferences of the baby customers and mildew their offering accordingly. By this the operators can build up customer experience by empowering these phones perform activities and therefore improving the service value for many years.

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