市場調査レポート - 224219

カスタマーエコノミクス:顧客の生涯収益の最大化におけるカスタマーロイヤルティとCEM(カスタマーエクスペリエンスマネジメント)の役割

Customer Economics: The role of loyalty and CEM in maximizing customer lifetime profitability

発行 Ovum, Ltd.
出版日 ページ情報 英文
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カスタマーエコノミクス:顧客の生涯収益の最大化におけるカスタマーロイヤルティとCEM(カスタマーエクスペリエンスマネジメント)の役割 Customer Economics: The role of loyalty and CEM in maximizing customer lifetime profitability
出版日: 2012年04月12日 ページ情報: 英文
概要

通信事業者は、顧客収益を確保し、市場における優位性を維持するためにもっとも重要な戦略のひとつが「ロイヤルティ」であると認識しています。このための最初の取り組みはリワードプログラムでしたが、顧客の利用期間全体を通して特別に良好な関係を築けるよう、通信事業者はさらなる発展を目指す必要があります。

当レポートでは、通信事業者によるカスタマーロイヤルティについて調査分析し、プリペイド&ポストペイド戦略、CEM(カスタマーエクスペリエンスマネジメント)、カスタマーサービスの転換など、各種領域における主要企業のケーススタディ、主要企業の競合上の位置づけ、通信業界における現状と今後の発展の見通しなどをまとめ、概略下記の構成でお届けいたします。

ケーススタディ

  • O2
  • US Cellular
  • Sprint
  • Bell Canada
  • Vodafone

本書の特徴

  • さまざまなカスタマーロイヤルティ領域におけるベストな戦略を分析します。
  • オペレーターとの関係全体からの顧客収益の管理
  • ケーススタディおよびプロファイルによる競合企業の位置づけと方向性の分析
  • 通信業界におけるカスタマーロイヤルティの現状と今後の進化の見通し
目次

Loyalty is much more than reward programs. It is all about managing the customer relationship throughout its entire life time. The operators need to take a holistic view, involving every part of their business, focusing on delighting customers and optimizing their profitability."

Summary

Informa's telecoms loyalty research program includes a selection of case studies covering different areas of customer loyalty, including prepaid and postpaid strategies, customer experience management, customer services transformation, handset subsidies and convergence.

Overview:

Operators have realized that loyalty is one of the most important strategies to guarantee customer profitability and keep a leading position in their market. The first initiatives were based on rewards programs, but operators will need to evolve to guarantee an outstanding relationship with their clients during the entire length of the relationship.

Loyalty programs demand a significant investment from operators, and just offering a program to the entire customer base can have a negative impact on profitability. Operators will need to apply segmentation strategies " not only to offer target products, but also to measure the profitability of different customers. Loyalty programs should be varied based on different customer profiles and will need to focus on rewarding loyal customers.

Customer life-time value is becoming more important to the operators" loyalty strategies. Operators will need to understand the impact of the different factors ranging from device subsidies to offering the right plan at the right price. As most markets are reaching more than 100% mobile penetration, operators will not only need to protect their customer base, but also be able to maximize their approach with their current customers " for example, knowing what the ROI is for migrating a feature-phone customer to a smartphone.

How will this research help you:

  • Evaluate the best strategies in different customer loyalty areas.
  • Manage the customers" profitability throughout their relationship with their operator.
  • Assess competitor positioning and direction through case studies and profiles.
  • Gain an understanding of the state of customer loyalty within the telecoms industry and how it will evolve.

Case studies include:

  • O2
  • US Cellular
  • Sprint
  • Bell Canada
  • Vodafone

Table of Contents

Contributing analysts

Telecom loyalty: One size does not fit all and segmentation is required

  • Fig. 1: Examples of loyalty schemes
  • Fig. 2: Activities and relationship phases' matrix
  • Fig. 3: Loyalty programs, selected examples from incumbents and challengers
  • Fig. 4: Customer loyalty framework
  • Fig. 5: What are the three key BUSINESS obstacles your company faces (or faced) when deploying a loyalty strategy?
  • Fig. 6: Regarding the following loyalty strategies, how do you classify each of them regarding their implementation time?
  • Fig. 7: Strategic questions that need to be asked when launching loyalty schemes

The smartphone conundrum: How to optimize smartphone subsidies to maximize CLTV

  • Fig. 1: Formula for calculating CLTV
  • Fig. 2: Smartphone penetration for selected operators, end-2011
  • Fig. 3: CLTV framework
  • Fig. 4: Setting up the UK CLTV context
  • Fig. 5: CLTV over 48 months: iPhone 4S UK example
  • Fig. 6: Examples of handset leasing plans
  • Fig. 7: CLTV comparison: iPhone 4S in the UK, leasing vs. subsidy model

Mobily integrates customer-care Twitter account into its central CRM system

  • Fig. 1: Mobily's Twitter integration page
  • Fig. 2: Mobily 1100 tweet growth
  • Fig. 3: Mobily 1100 follower growth
  • Fig. 4: Mobily customer-care migration to social media forecast
  • Fig. 5: Mobily's Twitter CRM integration, SWOT analysis

Case study: O2's Priority Moments tries to offer exclusivity and everyday appeal but doesn't quite achieve either

  • Fig. 1: O2 UK, operator's churn compared with UK average, 1Q07 to 3Q11
  • Fig. 2: Summary of O2 Rewards and Priority Moments loyalty programs
  • Fig. 3: Stages involved in using Priority Moments smartphone app
  • Fig. 4: UK, overview of recent loyalty campaigns from major operators
  • Fig. 5: UK, blended ARPU by operator, 2Q10-3Q11
  • Fig. 6: Sample of comments about Priority Moments from Twitter, November 2011
  • Fig. 7: O2 UK, Priority Moments SWOT analysis

Case study: Orange Kenya sees increase in usage from real-time prepaid monitoring system, but churn is harder to tackle

  • Fig. 1: Kenya, prepaid subscriptions by operator, 1Q11-4Q11
  • Fig. 2: Kenya, selected prepaid offers
  • Fig. 3: Orange Kenya's strategic goals and Ziada's role in achieving them
  • Fig. 4: Orange Kenya, loyalty-program categories
  • Fig. 5: Zawadika bonus awards by time on network
  • Fig. 6: Zidi Kufurahia bonus-award plan
  • Fig. 7: Orange Angukia loyalty plan
  • Fig. 8: Orange Kenya SWOT analysis

Case study: SFR's fragmented loyalty offerings are far from reaching their full potential

  • Fig. 1: SFR, plans included in Les Formules Carrees, Jan-12
  • Fig. 2: Feature comparison of SFR's Les Formules Carrees and Bouygues Telecom's Eden plans
  • Fig. 3: SFR, website showing separate promotion of Les Formules Carrees and Multi-Packs
  • Fig. 4: Bouygues Telecom, website showing integrated promotion of Eden and Ideo
  • Fig. 5: SWOT analysis for SFR's loyalty offerings

Case study: Sprint Nextel's loyalty evolution

  • Fig. 1: Sprint's loyalty programs
  • Fig. 2: Sprint's brand growth
  • Fig. 3: Expected iPhone benefits
  • Fig. 4: Sprint Nextel's loyalty strategy: SWOT analysis

Case study: T-Mobile Netherlands' Prepaid Surprise loyalty scheme

  • Fig. 1: Netherlands, prepaid and postpaid subscriptions, 4Q08-3Q11
  • Fig. 2: Netherlands, prepaid and blended ARPU, 4Q09-3Q11
  • Fig. 3: T-Mobile Netherlands Prepaid Surprise loyalty scheme
  • Fig. 4: T-Mobile Netherlands' Prepaid Surprise program's website

Case study: US Cellular's Belief Project still offers unique features, but they aren't enough for customers to have faith in

  • Fig. 1: US, postpaid churn of selected major operators, 4Q09 to 3Q11
  • Fig. 2: Features of US Cellular's Belief Project and comparison with rival operators
  • Fig. 3: Projected number of US Cellular and Belief Project subscriptions, 4Q10-4Q12
  • Fig. 4: US, total subscriptions for major operators, 4Q09-4Q11
  • Fig. 5: US, blended ARPU for major US operators, 4Q09-3Q11
  • Fig.6: SWOT Analysis for US Cellular's Belief Project

Case study: Customer-service analytics helps XL Axiata keep subscribers happy

  • Fig. 1: Indonesia, mobile market share, 4Q10-4Q11
  • Fig. 2: XL Axiata, information segmentation by key customer-service groups
  • Fig. 3: Query-resolution process before deployment of the platform
  • Fig. 4: Query-resolution process after deployment of the platform
  • Fig. 5: XL Axiata customer-service-analytics SWOT

Case study: Vivo focuses on network coverage and quality to increase customer retention and loyalty

  • Fig. 1. What are the main drivers for churn?
  • Fig. 2. Brazil, mobile operator capex, 2007-2H11
  • Fig. 3: Brazil, 3G network coverage, Feb-12
  • Fig. 4: Brazil, Vivo's backbone network being built and projected
  • Fig. 5: Brazil, postpaid market shares and postpaid proportions, by operator, 4Q11
  • Fig. 6: Brazil, blended ARPU, by operator, 1Q07-4Q11
  • Fig. 7: Brazil, churn rates, by operator, 1Q07-4Q11
  • Fig. 8: Vivo's customer retention and loyalty strategy: SWOT analysis

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