This document discusses customer loyalty challenges facing telecom operators and how Comarch Loyalty Management can help address these challenges. It notes that telecom operators face high customer churn rates due to similar service offerings and lack of loyalty. Comarch Loyalty Management allows operators to better segment customers, design targeted promotions, measure program performance through dashboards, and improve the customer experience through personalized communication and rewards. The solution helps operators increase customer loyalty and lifetime value.
Understanding the critical role of last-mile connectivity and always available Internet access for their enterprises, savvy firms utilize redundant connections from multiple service providers. Despite the good intentions, their Internet connectivity risk may be equivalent to putting all their eggs in one basket.
Innovations in Digital Consumerism for the Automotive IndustryInfosys
The automotive industry is the largest contributor to digital conversations. The document discusses how the industry is catering to the needs of the digital buyer
Understanding the critical role of last-mile connectivity and always available Internet access for their enterprises, savvy firms utilize redundant connections from multiple service providers. Despite the good intentions, their Internet connectivity risk may be equivalent to putting all their eggs in one basket.
Innovations in Digital Consumerism for the Automotive IndustryInfosys
The automotive industry is the largest contributor to digital conversations. The document discusses how the industry is catering to the needs of the digital buyer
The ability to use voice, mobile apps, SMS, email, websites, chat, video, and social media through a single device is forcing operators to rethink their mobile strategies in the form of offload. With the increased data usage, operator networks become increasingly congested. As such, a smart and dynamic connected interaction is necessary to allow better traffic management with particular capabilities of the device with which it is characterized.
In this paper, we will examine how dynamic data offloading with 3GPP based Access Network Discovery Selection Function (ANDSF) plays its role in the implementation of selective offloading. ANDSF as specified in 3GPP standards describes how the inter-system mobility between 3GPP systems and non-3GPP systems (WLAN, WiMAX, CDMA) policies and priorities can control the conditions for which a device connects to which wireless network. As mobility is becoming a mainstream for customer engagement, operators must ensure contextual continuity is preserved through an integrated approach.
Cartesian reviews recent operator activity in over-the-top communications. What opportunities exist in fixed and mobile? Which strategies should be considered?
Commerce Commission NZ - High speed broadband issues paper 3 content and will...Silvia Zanini
The Commerce Commission has released the last of three issues papers relating to the uptake of high speed broadband ahead of The Future with High Speed Broadband: Opportunities for New Zealand conference held on 20 and 21 February 2012 in Auckland.
This paper looks at the willingness of consumers and businesses to pay for high speed broadband, and potential content and applications.
A 2004 report I wrote for a global handset manufacturer on how to survive in an over-the-top world. Whilst I didn't get everything right, and I would present it differently today, it was pretty insightful for its time.
This summary report document is a word document format of the much larger report that Analysys Mason and IAMAI have prepared. The detailed report is available for purchase on IAMAI’s website – www.iamai.in and is an
in-depth guide to each of the specific sub-segments within the mobile value added services ecosystem.
Dr. Subho Ray, President IAMAI stated, " This is the first ever study in India which charts the evolution of the mobile value added services industry, maps the future growth potential and makes practical suggestions on what needs to be done by various stakeholders set this industry on a ‘take off’ mode. We are confident that this will become the industry's guide for the next 10 years"
This report has focused on the following:
• The Indian Mobile VAS Opportunity
• Policy and Market Enablers
• Key Trends in the Mobile VAS industry in India
• Key Growth Areas in Services and Applications
• Mobile VAS Industry Growth Forecasts
Profiles of the report sponsors are also included at the end of the report, along with profiles of 40 leading players in the Mobile VAS value chain.
The key findings of the report are as follows:
• Carriers are increasingly focusing on non-voice services to drive revenue growth as voice services become commoditized. During the next five years, VAS ARPU will increase by 48%, which will compensate for the 14% decline in voice ARPU. As a result, overall ARPU will stabilize and decline by only 4.5% between 2011 and 2015.
• Mobile data will emerge as the next ‘killer application’, accounting for 32% of total incremental wireless revenue – primarily driven by the latent demand for connectivity, which wireline broadband has been unable to address because of availability issues.
• Mobile commerce will represent an INR20 billion revenue opportunity by 2015.
• Utility services that can provide a scalable, technology-enabled solution to issues around access to information, opportunity and infrastructure (for example, healthcare, education and agricultural/husbandry advice) can add significant value and, as a result, enhance the value proposition for users – particularly those in rural areas.
• Mobile video has been promoted as the key differentiator on 3G networks, but the limited amount of allocated spectrum (5MHz) and associated capacity constraints will limit video-based services in specific segments and geographies.
Bridgewater Systems 2008 Marketing ReportTMX Equicom
2008 marketing report for Bridgewater Systems (TSX: BWC), a provider of mobile personalization products and services that enable global service providers to manage and profit from mobile data services, content and commerce.
Self Service Customer Care For Next Generation NetworksGreen Packet
Smartphone devices have dramatically changed the way consumers consume data. The need to be connected anywhere and anytime is driving service providers to put focus into customer experience to grow customers, build loyalty and drive profits through new services. As a result, the expectations of service experience from the end-user are heightened and cannot be underestimated.
Service providers are under pressure to deliver customer experience that separates them from the competition, while at the same time trying to delicately balance their revenues and managing costs for near term gain and longer term success. In this paper, we outline the scale of issues faced in mobile device and service care that impacts both service providers and end-users beyond connectivity. With a broad range of services and wide variety of applications, the smartphone requires more complexity to handle a multitude of firmware and software configurations which legacy CRM systems are inadequate to deal with today’s customers.
Remote device support and service care is a key component to tackle the demands of escalating costs in customer care. Service providers are seeking integration onto backend systems without incurring heavy infrastructure changes and ensure the best fit into the existing operations through automated and proactive customer care mechanisms to ensure service excellence and thus prevent service quality degradation.
The ability to use voice, mobile apps, SMS, email, websites, chat, video, and social media through a single device is forcing operators to rethink their mobile strategies in the form of offload. With the increased data usage, operator networks become increasingly congested. As such, a smart and dynamic connected interaction is necessary to allow better traffic management with particular capabilities of the device with which it is characterized.
In this paper, we will examine how dynamic data offloading with 3GPP based Access Network Discovery Selection Function (ANDSF) plays its role in the implementation of selective offloading. ANDSF as specified in 3GPP standards describes how the inter-system mobility between 3GPP systems and non-3GPP systems (WLAN, WiMAX, CDMA) policies and priorities can control the conditions for which a device connects to which wireless network. As mobility is becoming a mainstream for customer engagement, operators must ensure contextual continuity is preserved through an integrated approach.
Cartesian reviews recent operator activity in over-the-top communications. What opportunities exist in fixed and mobile? Which strategies should be considered?
Commerce Commission NZ - High speed broadband issues paper 3 content and will...Silvia Zanini
The Commerce Commission has released the last of three issues papers relating to the uptake of high speed broadband ahead of The Future with High Speed Broadband: Opportunities for New Zealand conference held on 20 and 21 February 2012 in Auckland.
This paper looks at the willingness of consumers and businesses to pay for high speed broadband, and potential content and applications.
A 2004 report I wrote for a global handset manufacturer on how to survive in an over-the-top world. Whilst I didn't get everything right, and I would present it differently today, it was pretty insightful for its time.
This summary report document is a word document format of the much larger report that Analysys Mason and IAMAI have prepared. The detailed report is available for purchase on IAMAI’s website – www.iamai.in and is an
in-depth guide to each of the specific sub-segments within the mobile value added services ecosystem.
Dr. Subho Ray, President IAMAI stated, " This is the first ever study in India which charts the evolution of the mobile value added services industry, maps the future growth potential and makes practical suggestions on what needs to be done by various stakeholders set this industry on a ‘take off’ mode. We are confident that this will become the industry's guide for the next 10 years"
This report has focused on the following:
• The Indian Mobile VAS Opportunity
• Policy and Market Enablers
• Key Trends in the Mobile VAS industry in India
• Key Growth Areas in Services and Applications
• Mobile VAS Industry Growth Forecasts
Profiles of the report sponsors are also included at the end of the report, along with profiles of 40 leading players in the Mobile VAS value chain.
The key findings of the report are as follows:
• Carriers are increasingly focusing on non-voice services to drive revenue growth as voice services become commoditized. During the next five years, VAS ARPU will increase by 48%, which will compensate for the 14% decline in voice ARPU. As a result, overall ARPU will stabilize and decline by only 4.5% between 2011 and 2015.
• Mobile data will emerge as the next ‘killer application’, accounting for 32% of total incremental wireless revenue – primarily driven by the latent demand for connectivity, which wireline broadband has been unable to address because of availability issues.
• Mobile commerce will represent an INR20 billion revenue opportunity by 2015.
• Utility services that can provide a scalable, technology-enabled solution to issues around access to information, opportunity and infrastructure (for example, healthcare, education and agricultural/husbandry advice) can add significant value and, as a result, enhance the value proposition for users – particularly those in rural areas.
• Mobile video has been promoted as the key differentiator on 3G networks, but the limited amount of allocated spectrum (5MHz) and associated capacity constraints will limit video-based services in specific segments and geographies.
Bridgewater Systems 2008 Marketing ReportTMX Equicom
2008 marketing report for Bridgewater Systems (TSX: BWC), a provider of mobile personalization products and services that enable global service providers to manage and profit from mobile data services, content and commerce.
Self Service Customer Care For Next Generation NetworksGreen Packet
Smartphone devices have dramatically changed the way consumers consume data. The need to be connected anywhere and anytime is driving service providers to put focus into customer experience to grow customers, build loyalty and drive profits through new services. As a result, the expectations of service experience from the end-user are heightened and cannot be underestimated.
Service providers are under pressure to deliver customer experience that separates them from the competition, while at the same time trying to delicately balance their revenues and managing costs for near term gain and longer term success. In this paper, we outline the scale of issues faced in mobile device and service care that impacts both service providers and end-users beyond connectivity. With a broad range of services and wide variety of applications, the smartphone requires more complexity to handle a multitude of firmware and software configurations which legacy CRM systems are inadequate to deal with today’s customers.
Remote device support and service care is a key component to tackle the demands of escalating costs in customer care. Service providers are seeking integration onto backend systems without incurring heavy infrastructure changes and ensure the best fit into the existing operations through automated and proactive customer care mechanisms to ensure service excellence and thus prevent service quality degradation.
Wi-Fi New Service Models For Next Generation NetworksGreen Packet
In this new era of explosive mobile data growth, rapid rise in mobile broadband services and rich digital content are contributing to unprecedented level of stress on mobile networks. Operators are feeling the pinch on their business models with the arrival of smart devices, leaving them in anxiety and unable to respond to the deluge of data.
As a measure to reduce congestion on their network, several tier 1 operators have discontinued unlimited data plans and launched tiered plans to ensure network performance. At the same time, operators do not want to risk losing a significant growing market of smartphone users that are looking for value added services. It is a challenge for operators to sustain the wave of data, let alone address the dwindling ARPU as the demand of data is outstripping the rate of supply.
The following section of this paper describes the possible options that operators can embrace to overcome the capacity crunch through innovative service models, the impact of Wi-Fi on delivering the right service experience and how emerging technology is pushing further the expectations of “big data”.
Mobile networks are now dominated by data. If we rewind back to a decade ago, smartphones and application stores were unheard of. Twitter and Facebook were not in existence and YouTube wasn’t as popular. Culturally, consumers are valuing the need to be socially connected in the present day Internet.
The traditional cellular network cannot cope with the increase in data and signaling traffic that is generated and thus is driving carriers in the direction of offload. The Phase 1 approach was centered on immediately relieving congestion on the network by encouraging offload to any available Wi-Fi hotspot. In this second part of the five part offload series, we draw attention to Direct Internet Offload. The concept of Direct Internet Offload is nothing new, but has taken a slight shift considering Wi-Fi’s popularity. And the flexibility to integrate them into mainstream network design offers transformative opportunities for carriers without losing sight of the commitment to make the user experience secure and controlled.
Helping mobile operators address revenue cannibalisation from OTT communicati...Mark Watts - Jones
This talk looks at the threat to mobile operator revenues from OTT communication services like WhatsApp and encourages mobile operators to not give up but to innovate and create services that their customers really want.
Includes meerkats and textfromdog.com.
Presented at the Future of Mobile in Cambridge June 2012.
I'd appreciate if you leave a comment on the slideshow. You are free to use to use the information as long as you mention the source although I would not be able to share the originals with you since it is not under my ownership alone.
8 scientifically validated tools to drive advocacy, leading to longterm profitable relationships with your client base:
- Member get Member
- Beta Testing
- Hawthorne Effect
- Ambassador Programme
- Causal Campaigns
- Community Platforms (user help user)
- Advocacy Tracking (NPS & else)
- Innovation (Products/Service)
Global wireless network operator and mobile satisfaction / customer loyalty s...Vishal Kumar
This is the complete 26 page research paper from a global Network Operator Customer Loyalty study. The survey was fielded in Spring 2010, asking a sample of 5,000 people from 111 countries about their user experience with respect to their current network operator, mobile phones and mobile applications. Mob4Hire as well as Business Over Broadway (ne: TCELab) co-sponsored the survey results.
Table of Contents
==============
Methodology 2
Panel Description 2
Key Metrics Used in the Study 2
Executive Summary 3
Top Wireless Insights 3
Top Mobile Insights 3
Table of Contents 4
Figures 5
Operator Performance & Loyalty Grids 6
Network Operator Performance Grid 7
Network Operator Customer Loyalty Grid 8
Network Operator RAPID Loyalty Measurement Rankings 9
Network Operator Loyalty Insights 10
Network Operator Business Attributes 13
Drivers of Customer Loyalty 15
Operator Mobile App Performance Grid 16
Mobile App User Experience Insights 17
Impact of Mobile Applications on Ecosystem 20
Mobile Handsets 21
Smartphone vs. Feature Phones 22
RAPID Loyalty Measurement Primer 23
Customer Loyalty 23
Customer Lifetime Value 24
References 25
Who we are 26
Global wireless network operator and mobile satisfaction / customer loyalty s...Stephen King
This is the complete 26 page research paper from a global Network Operator Customer Loyalty study. The survey was fielded in Spring 2010, asking a sample of 5,000 people from 111 countries about their user experience with respect to their current network operator, mobile phones and mobile applications. Mob4Hire as well as Business Over Broadway (ne: TCELab) co-sponsored the survey results.
Table of Contents
==============
Methodology 2
Panel Description 2
Key Metrics Used in the Study 2
Executive Summary 3
Top Wireless Insights 3
Top Mobile Insights 3
Table of Contents 4
Figures 5
Operator Performance & Loyalty Grids 6
Network Operator Performance Grid 7
Network Operator Customer Loyalty Grid 8
Network Operator RAPID Loyalty Measurement Rankings 9
Network Operator Loyalty Insights 10
Network Operator Business Attributes 13
Drivers of Customer Loyalty 15
Operator Mobile App Performance Grid 16
Mobile App User Experience Insights 17
Impact of Mobile Applications on Ecosystem 20
Mobile Handsets 21
Smartphone vs. Feature Phones 22
RAPID Loyalty Measurement Primer 23
Customer Loyalty 23
Customer Lifetime Value 24
References 25
Who we are 26
Global wireless network operator and mobile satisfaction / customer loyalty s...TCELab LLC
This is the complete 26 page research paper from a global Network Operator Customer Loyalty study. The survey was fielded in Spring 2010, asking a sample of 5,000 people from 111 countries about their user experience with respect to their current network operator, mobile phones and mobile applications. Mob4Hire as well as Business Over Broadway (ne: TCELab) co-sponsored the survey results.
Table of Contents
==============
Methodology 2
Panel Description 2
Key Metrics Used in the Study 2
Executive Summary 3
Top Wireless Insights 3
Top Mobile Insights 3
Table of Contents 4
Figures 5
Operator Performance & Loyalty Grids 6
Network Operator Performance Grid 7
Network Operator Customer Loyalty Grid 8
Network Operator RAPID Loyalty Measurement Rankings 9
Network Operator Loyalty Insights 10
Network Operator Business Attributes 13
Drivers of Customer Loyalty 15
Operator Mobile App Performance Grid 16
Mobile App User Experience Insights 17
Impact of Mobile Applications on Ecosystem 20
Mobile Handsets 21
Smartphone vs. Feature Phones 22
RAPID Loyalty Measurement Primer 23
Customer Loyalty 23
Customer Lifetime Value 24
References 25
Who we are 26
For More, please visit http://www.tcelab.com
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2. Customer loyalty in telecom operators
AGENDA
1. Why loyalty is the top priority for telecom operators?
Market & consumer trends
2. How does Comarch Loyalty Management respond to
the current needs of telecom operators?
Kraków/ 09.08.2012 Page 2
3. Why loyalty is the top priority
for telecom operators?
Market & consumer trends
4. Customer loyalty in telecom operators
Telecom operators challenges
many operators offering
very high rate of
similar services at
customer churn
similar prices
no significant barriers to
changing the operator
more demanding
customers expect higher customers don’t feel any
quality of services loyalty to their
providers
Kraków/ 09.08.2012 Page 4
5. Customer loyalty in telecom operators
Which topics are the most crucial for the success
of telecom operators?
Increasing customer loyalty 60,7%
Critical
Enhancing existing
55,4% Interesting
networks
Neutral
Not interesting
Upgrading to 4G networks 53,6%
0% 20% 40% 60% 80% 100%
Source: Telecom World Congress Report April 2012
Kraków/ 09.08.2012 Page 5
6. Customer loyalty in telecom operators
What are the biggest challenges facing
operators?
Falling OTT and
Increased
revenue from disruptive
competition
core services players
Finding new Meeting
Churn in the
revenue customer
market
streams demand
Source: Telecom World Congress Report April 2012
Kraków/ 09.08.2012 Page 6
7. Customer loyalty in telecom operators
Increased use of over-the-top communication
services
Source: the 2011 IBM Global Telecommunications Consumer Survey
Kraków/ 09.08.2012 Page 7
8. Customer loyalty in telecom operators
Customer churn – why do customers change
operators?
The top 3 reasons why subscribers
change providers:
They want a new handset
They believe they pay too
much for calls
Providers do not offer
additional loyalty benefits
Source: Research conducted by
Analysys Mason and Buongiorno
Kraków/ 09.08.2012 Page 8
9. Customer loyalty in telecom operators
Who are the churn candidates?
Contract subscribers with higher ARPUs
and higher activity
Consumers intention to change networks
was about the same for both contract and
prepaid subscribers (12 and 10%)
20% of contract subscribers wanted to
stay but change the package they used
Source: ₺The Connected Consumer Survey 2012” by Analysys Mason
The research conducted in 5 European countries and in the US
Kraków/ 09.08.2012 Page 9
10. Customer loyalty in telecom operators
Why are consumers dissatisfied with operators?
services?
23%
of consumers said that they often cannot
make voice calls using their mobile phone
40%
often cannot connect to the Internet through their
mobile phone and, once connected, one in six
consumers is frequently disconnected during the
Internet session.
Around 25%
of consumers indicate they have problems
understanding their invoice or believe they don’t
receive the service they are paying for
Source: the 2011 IBM Global Telecommunications Consumer Survey
Kraków/ 09.08.2012 Page 10
11. Customer loyalty in telecom operators
Most consumers do not engage with CSPs on
services issues
Source: the 2011 IBM Global Telecommunications Consumer Survey
Kraków/ 09.08.2012 Page 11
12. Customer loyalty in telecom operators
The importance of consumers experiences sharing
of consumers tell their
77% friends about poor
experiences with their
provider
of consumers said they
avoid providers where
81% their family and friends
had a poor experience
recommendations from family
For and friends is the second
54% preferred source of information Source: the 2011 IBM Global Telecommunications
about products and services Consumer Survey
Kraków/ 09.08.2012 Page 12
13. Customer loyalty in telecom operators
Initiatives planned along the stages of the
customer experience life cycle
Source: ₺Market Trends: New Customer Experience Initiatives of
Leading CSPs, Worldwide, 2012” Gartner
Kraków/ 09.08.2012 Page 13
14. Customer loyalty in telecom operators
New customer experience initiatives of leading
CSPs
Source: ₺Market Trends: New Customer Experience Initiatives of
Leading CSPs, Worldwide, 2012” Gartner
Kraków/ 09.08.2012 Page 14
15. Customer loyalty in telecom operators
Loyalty programs across telecom operators – too
little, too late
have loyalty programs of
30%-40% some kind in place,
of telco although there are regional
operators differences
e.g. 60% in the Americas compared to
25% in Europe
65% 82% 90%
of services providers of CSPs said that customer of operators measure
initiate a retention loyalty programs would be customer loyalty purely
program only when ₺very important” or by churn rates
customer starts the ₺important₺ to their company’s
process of leaving strategy over the next 5 years
Source:09.08.2012
Kraków/ The Loyalty Guide 5 Page 15
16. Customer loyalty in telecom operators
Loyalty programs across telecom operators – too
little, too late
For 66% For 89% Only 21%
customers, of CSPs creating one of service providers
personalized and integrated customer have the necessary
tailored services, profile is vital in collaboration
proactve care, and supporting customer between IT and
rewards are key retention and loyalty loyalty departments.
drivers to win their strategies
loyalty
Source: The Loyalty Guide 5
Kraków/ 09.08.2012 Page 16
17. How does Comarch Loyalty
Management respond to the
current needs of telecom
operators?
18. Customer loyalty in telecom operators
The objectives you will achieve with customer
loyalty
66% of consumers have changed telco providers over the past year, due to
what they regard as poor customer service
Accenture Global Consumer Research 2011
It is about reaching the right goals…
1. How can we generate customer loyalty in a highly volatile and competitive market?
2. How can we keep customers satisfied to increase customer service experience?
3. Which products and services does price perception matter most to our Clients?
4. What are the right products and services to offer my Clients to increase ARPU?
In terms of loyalty marketing, a telco provider must act on three different levels:
1. Focus on keeping current customers loyalty
2. Increase usage of loyal customers through more value added services
3. Gain new users
Kraków/ 09.08.2012 Page 18
19. Customer loyalty in telecom operators
Comarch Loyalty Management – key features
COLLECT TRANSFORM/USE DELIVER
Identification of most
Order/Billing Data
valuable subscribers Advanced segmentation
Personal Data
Marketing actions creation Event triggered messages
Shopping Preferences
& execution Targeted offers
Marketing data
Transaction processing ARPU/churn analysis
Migrated data
Coupons & Vouchers Fraud detection
Product/RGUs data
Preferences & behavior Dashboards
Complaints
Promotions definition Added-value benefits
Multi-channel Program KPI’s reporting
communication
STANDARD MODULAR INTUITIVE
HOSTING
INTERFACES ARCHITECTURE NAVIGATION
IMPORT/EXPORT ROLE BASE ACCESS SECURITY IT SUPPORT
Kraków/ 09.08.2012 Page 19
20. Customer loyalty in telecom operators
Comarch Loyalty Management – solution overview
POS ERP&CRM Billing Accounting Web BI & Data
E-shop
system system system system system Warehouse
Comarch Loyalty Management
Program
Transaction Message partners
File processor Report engine
processor processor
3rd party
providers
Business Customer Web
Contact Center
Administration Portal
Letter shop
Business to On-site Mobile
Business Application Application Card
manufacturer
Communication channels
Point of Sale E-mail Direct mailing SMS WWW Call Center Social media Mobile
Kraków/ 09.08.2012 Page 20
21. Customer loyalty in telecom operators
CLM received the maximum score in the MJA
Associates benchmarking
₺In summary, Comarch created a highly robust
and future-proof solution that ranks amongst
Mike Atkin the top 3 in the world. Comarch also offers its
Network clients highly informed personnel, capable of
working with every client, able to manage loyalty
programmes with genuine commitment in order to
ensure success.”
Kraków/ 09.08.2012 Page 21
23. Customer loyalty in telecom operators
Existing customers leave when they do not feel
valued
Challenge CLM feature
Leveraging the Multidimensional
potential of segmentation of
information customers
₺(… ) from the inside we see a mobile customer, a TV customer, an Internet customer, but sometimes
they can all be the same person."
Martin Péronnet, Monaco Telecom
CEO, from www.totaltele.com
Cost to acquire a customer/cost to retain each customer (customer service, etc.)
Average amount each customer spends per defined period/ time with supplier
Product and services purchased, how many RGU’s
Profit from average customer based on promotion response rate
Valuable info attributed to each customer (based on ARPU, dynamic and static data)
Kraków/ 09.08.2012 Page 23
24. Customer loyalty in telecom operators
“Make me feel recognized and rewarded for being a
loyal customer”
Challenge CLM feature
Quick reaction to special
marketing events
How to attractively offer Promo Designer
range of products and
services?
"We have got to look at what customers expect us to do and deliver it. We know if we use
data effectively, give them the right products, services and added value, it will turn our
customers into fans. If we don't, we will lose them."
J James Morgan, Head of CIC, Telefonica O2 UK, at Data Summit 2010
Unlimited configuration of promotions run at the same time & geo-location (CLM Mobile
App)
Automatic triggering of promotions
Ability to run multiple loyalty schemes in parallel (for prepaid and postpaid or mixed)
Ready-to-use promotion templates
Kraków/ 09.08.2012 Page 24
25. Customer loyalty in telecom operators
Customer satisfaction is higher among participants of
rewards compared to those who do not participate
Challenge CLM feature
Customers are frustrated Multiple rewards
when a company delivers
something different to what portfolio valueable for
they expected customers
Customers are leaving program because they do not feel their value is recognized by brand
Relevant & attainable benefits that engage all different customer profile types
Rewards available to select segments of members based on a configurable parameter
Cross-channel capability of points redemption ( online, store)
Rewards that match customers anticipations and segment they are attached to
Kraków/ 09.08.2012 Page 25
26. Customer loyalty in telecom operators
Communication is an investment, not an expense
Challenge CLM feature
How to improve customer
experience, insight to Tailored
convert prospects into communication &
customers and customers
into brand advocates?
personalization
Messages sent to loyalty programme members have a 40% higher open rate, more than
20% higher click-through rates, almost 30% higher transaction rates, and more than 10%
higher sales revenue generated per message
www.thewisemarketer.com
Better Customer Service Experience: self-service loyalty actions, forums, chats,
Unified and holistic view of customer information: right offer, right time, right medium
Customer Satisfaction Surveys & Questionnaires
Social media support to facilitate a two-way communication with customers
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27. Customer loyalty in telecom operators
Verifying the performance of marketing actions
Challenge CLM feature
Track program health KPI’s reporting
without causing
information overload Dynamic Dashboards
Communications service providers are beginning to recognize that the lack of an integrated
view of their customer data is a major drawback and that they need to invest in data
management, business intelligence and analytics.
Kris Szaniawski, Principal Analyst, Networks, Informa Telecoms & Media
Average ARPU per customer ($), redemption KPIs per channel, per product
Report parametrization based on templates
Prediction of potential participation in promotions
Constant system control on each level - fraud prevention & detection, alerts, audit info
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28. Customer loyalty in telecom operators
Business Advantages telco operators can achieve
with Comarch Loyalty Management
Investing in loyalty and customer experience has now become fundamental in protecting an operator’s
customer base while securing continuous growth
Unlimited Configuration of Promotion Rules
• Best loyalty practices – How to establish and manage marketing strategy
• Ensured program attractiveness - How to engage customers & leverage operator data
Quick Reaction to Customer Needs
• Targeted audience – Who the program is designed for
• Tailored offers and communication – How to ensure a “win-win” scheme for all parties
Cost Optimization
• Report generation – How to measure company ROI and keep costs down when delivering a
sophisticated high-quality loyalty program
• Coordination of Sale - How to generate profits and increase ARPU
Kraków/ 09.08.2012 Page 28