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。
Abstract
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
