Isaksen Johnson posted an update 5 months, 3 weeks ago
The telecom providers have always followed a rise trajectory before decade through increase in subscriber base in addition to adding considerable numbers to their annual revenue. They have kept the speed with all the competitors and also have totally game with amazing success in the past. In the recent times, these are facing with the enormous challenge of adaptation on the matured, highly penetrated markets in conjunction with global recessionary effect. Therefore, a transfer of paradigm to adapt their business models to the present situation is highly required along with the need of the hour is the customer experience management to achieve a higher retention ratio.
Challenge in modern telecom industry – Customer retention
In the modern day telecom industry which has attained high penetration level, getting a customer becomes even costlier. Industry analysis claims that only 25% with the acquired customers stay with the organization after an year’s some time to while on an average only 20 -30% of the entire customer base is revenue earning/profitable customers. This dugs a deep hole from the balance sheet in the telecom service providers. Due to churning effect of the customers can use, there exists a huge imbalance created in gross additions from the customers and net addition.
Forward path: Way to customer retention – Customer experience management
Therefore, the key challenge for your telecom operators around the world is managing customer churn. It affects profitability in the company if the customer churns before the company can earn back the investment it incurred in obtaining the consumer. Therefore, it’s very critical to indentify the profitable customers and retain them.
Retaining the profitable customers includes 2 steps:
1. Identifying the revenue earning customers from your entire customer base
2. Managing the customer experience and customer value to the revenue earning customers
Identifying the Revenue earning customers
The telecom providers should define their business logic for identification with the revenue earning customers, by way of example: the customers with usage more than ARPU are called high valued customers, or in case of pre-paid, customers recharging a lot more than INR 250 each month (In Indian scenario) are thought as revenue earning. Depending on the business rules the complete client base should 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. Accomplished with the aid of various business analysis tools (eg: SAS, SPSS, Teradata, etc.).
Customer experience management
After the identification in the valued/revenue earning customers, managing those identified group of company is so very important.
Concentrating on customers as opposed to products
Within the last years, the telecom providers have targeting introduction of recent products. They have got originated new products/services then sought to discover or produce a niche for them. But increased competition among the existing providers and lower barrier to entry for new players has led to the expansion in predatory activities in the telecom industry. Moreover, the price tag on buying of customers has expanded considerably. Hence, in the current times, there’s a gradual shift in focus from introduction of new products for acquiring new clients to customers’ experience management is noted. Currently, the Telco’s must give full attention to retaining the present valued customers and targeting more wallet share of each one customer by making more value and improved customer experience.
By way of example: In the united kingdom, O2 has aligned its functional silos to acquire its existing customer’s perspective to make product decisions and designing promotional offerings. They have got devoted to retention by placing equal weight for renewals and acquisitions. With this the organization has reduced its churn figure to 1 / 2 of its existing number.
Nintendo has produced a web based community for capturing customer insights while offering incentives in exchange of customer information. By this Nintendo has gained valuable insights into market needs and preferences.
Customer led customization model
There’s an underlying assumption that the agencies will dictate not able to telecommunication services. Though the growing bargaining power of the shoppers, there exists a transfer of paradigm as well as the service providers have to customize their model depending on individual customer preferences. The business follows control of the customers in designing and promoting services intended to meet specific needs with the customers. Under this circumstance, the agencies need to find out the unique needs of the individual customers, after which try to develop services which satisfy those multifaceted needs.
With this particular model, the mass marketing will offer strategy to the customized market research and the survival from the companies is determined by the business’s capacity to meet customer’s demand on an ongoing basis. Put simply, customers will dictate the terms of service they plan to receive.
Developing multiple channels
The providers must develop multiple channels for sales and support to boost the consumer experience. Enhancing the footprint with the addition of on stores is probably the options that this telecom companies have practiced since ages. Traditional channels like sales departments also ended up in focus. Using the rise in competition and economic slowdown, the operators are searching for economical methods to serve their clients and keep the service quality intact. Eventually the service providers want to move tastes its sales and services online with the web to accomplish better economics. Aside from attaining an affordable solution by moving to web channels, the operators can empower absolutely free themes to complete various activities at a a lot less expensive price than the retail channels.
Online channels, an individual is capable of doing a number of pursuits like:
– Bill viewing and online payment
– Online register of your complaint for support
– Altering price plan and subscriptions
– Viewing the product or service catalogue and buy products/services online
In addition to the above mentioned activities, the operators can offer promotional services and cross-sell other products on the internet. The operators can have added revenue by ticker management on the websites and advertisements.
To offer the shoppers a regular and connected experience, the operators must integrate each of the existing channels. Whenever a customer walks-in to some retail store, the buyer service representative can retrieve his/her past interactions total the channels to serve him/her inside the best possible way.
The operator needs to analyze/monitor the way the customers start using these channels. With regards to the available data of customers’ using these channels, the operators can find out the preferences of the individual 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 them.
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