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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
価格
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

Abstract

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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
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