Telecoms Customers

At the heart of a successful telecoms strategy is a deep understanding of customers’ behaviour, requirements and value drivers and how these are likely to change as new technologies, applications and solutions come to market.

The dynamic telecoms environment is having a huge impact on how customers perceive and interact with communications-centric solutions and their providers. These sessions provide an analysis of different types of customers – including retail, wholesale, consumers and businesses – in terms of how they make decisions about communications-based solutions, how their needs are changing and how to improve the contribution that telecommunications service providers and their partners make when responding to the changing value drivers of different customer groups throughout their lifecycle

Moduel 5: Understanding Telecoms Customers

“Customers no longer buy communications”, but understanding what they do buy, why they buy it, and how their purchase behavior is shaped is at the heart of a successful go-to-market strategy for any communications service provider seeking to maximize revenue and profit potential. This day focuses on developing a much deeper understanding of customers’ behavior and lifecycles in relation to current and emerging industry trends, and on analyzing the wide-ranging implications for segmentation and strategy.

• Customer buying processes
• Consumers
• Businesses
• Customer lifecycles
• Consumers
• Businesses
• Customer lifetime value
• Customer lifetime profitability
• Why customers churn
• Churn drivers (push and pull)
• Customer satisfaction and loyalty
• Defining loyalty, retention and customer satisfaction
• The customer satisfaction framework
• Telecoms customer satisfaction drivers
• The impact of buying processes and lifecycles
• Future changes
• Social changes
• Economic shifts
• Only trust your peers
• Sources of customer information
• Transaction-based vs. relationship marketing
• Telco-initiated vs customer-led marketing
• Implications for telecoms
• A way out of the acquisition/retention vicious circle
• Customer enhancement mechanisms
• Organization-wide customer-centricity: the only option

Mocule 6: Segmenting Telecoms Customers: A New Approach

No telecoms marketing strategy can deliver revenue and profit growth without a customer-centric segmentation approach that is aligned to customers’ buying processes, lifecycles and satisfaction drivers. Advanced, data-driven customer segmentation can enable telcos to deliver value on customers’ terms, enhance competitive advantage over the long term and improve marketing efficiency and effectiveness. This session focuses on techniques for assessing customer loyalty drivers and identifying innovative market segments that can contribute to long-term growth.

• Current segmentation approaches
• Traditional telecoms segmentation approaches
• Issues with current approach
• Role of segmentation
• Why a new approach is essential
• A model for segmentation
• Five key telecoms segmentation concepts
• Behavioral and needs-based segmentation techniques
• Consumer behavioral segmentation
• Business behavioral segmentation
• Do not neglect wholesale
• Segmentation data
• Sources
• Tools
• Implications for go-to-market strategy
• Product- and technology-based strategies
• Customer-based strategies
• Segmentation measurement
• Quantitative criteria
• Qualitative criteria