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世界の通信事業者による顧客ロイヤルティプログラム:関係の構築と競争力の強化

Global Telcos Customer Loyalty Programs in 2016: Building Relationships, Enhancing Competitiveness

発行 WiseStrokes - Wireless Industry Research Consulting 商品コード 352700
出版日 ページ情報 英文 114 Pages
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世界の通信事業者による顧客ロイヤルティプログラム:関係の構築と競争力の強化 Global Telcos Customer Loyalty Programs in 2016: Building Relationships, Enhancing Competitiveness
出版日: 2016年02月22日 ページ情報: 英文 114 Pages
概要

世界のモバイル加入の成長は、アジアやアフリカ諸国における加入の増加によって後押しされています。

当レポートでは、世界の通信事業者による顧客ロイヤルティプログラムについて調査分析し、モバイルサービスの概要、顧客ロイヤルティプログラムの紹介、調査結果、通信事業者の顧客ロイヤルティプログラムについて、体系的な情報を提供しています。

第1章 モバイルサービスの概要

  • モバイルサービスの概要
  • 世界のモバイル加入の成長動向
  • 地域別のモバイル加入の成長動向
  • モバイル加入の成長動向
  • 住民100人当たりのモバイル加入
  • モバイルブロードバンド加入者数
  • 世界のモバイルブロードバンド加入者数の成長:技術別
  • 世界のデータトラフィック

第2章 顧客ロイヤルティプログラムの紹介

  • 顧客ロイヤルティプログラムの概要
  • ロイヤルティプログラム:顧客ロイヤルティを強化する方法
  • ロイヤルティプログラム:何に焦点を合わせるべきか
  • 顧客ロイヤルティプログラムのメリット
  • 対処する必要がある4つのギャップ
  • モバイルデータ収益を向上させる、通信事業者による人気の顧客中心の手法
  • 顧客がモバイルデータプロバイダーを変えてしまう主な要因
  • 顧客ロイヤルティを向上させる方法
  • 顧客中心洞察
  • どのような顧客経験とより良い顧客洞察が、顧客ロイヤルティプログラムを促進させるか
  • 顧客経験
  • ロイヤルティ管理
  • 顧客ライフサイクルにおける明確な5段階
  • 通信事業者は何に焦点を合わせるべきか
  • 顧客経験に焦点を合わせるために、モバイルサービスプロバイダーが回答する必要がある主な質問
  • 顧客経験の徹底検証
  • ロイヤルティプログラムの効率を高める方法
  • ロイヤルティ管理プログラムの最適化を向上させる方法
  • ロイヤルティプログラムを成功させる主要パラメーター
  • 顧客ロイヤルティプログラムの有効性を高める

第3章 調査結果

第4章 通信事業者の顧客ロイヤルティプログラム

  • Turkcell
  • Spark
  • Singtel
  • Grameenphone
  • Robi
  • Airtel Malawi
  • Airtel Rwanda
  • Swisscom
  • Tashicell
  • Mobily
  • Ooredoo Qatar
  • Tunisie Telecom
  • Claro Argentina
  • Mobile Telecommunication Company of Iran (MCI)
  • MTN Africa
  • Vivo
  • Orange Romania
  • Telcel Mexico
  • Entel Chile
  • Banglalink
  • Etisalat Nigeria
  • Vodafone Ghana
  • Dialog
  • STC
  • Verizon
  • Airtel Nigeria
  • Glo Nigeria

図表

目次

Overview

The global mobile subscriptions growth is being driven by increased subscriptions in Asia and African countries. With the declining voice revenues, the telcos increasingly focusing on data driven-which is expected to account for higher ARPU contribution in the coming years.

In order to increase the monetization from the existing customers, retain their existing market share owing to increasing competition, the telcos are focusing on retaining their customers through various customer loyalty rograms.

A well designed, planned and executed loyalty program can help the telcos achieve various benefits. Customer loyalty program is one such pillar of marketing strategy and its theory and objective is quite simple. It simply helps the telcos in their business to retain customers and help them get incremental revenues from their existing customer, whilst spending very less on them.

Benefits which can be offered by a customer loyalty program includes- points, benefits, discounts, rewards, free services, upgrades etc. The loyalty program in addition to providing specific loyalty program benefits to the customers, also provides telcos with an opportunity for creation of an open dialog between the customers by offering them with meaningful contacts through their loyalty program offering and marketing communications.

This report “Global Telcos Customer Loyalty Programs-Building Relationships, Enhancing Competitiveness” consists of 4 major sections namely

  • Overview of Mobile Services - Highlights the trends in the emergence of mobile telephony globally and on a regional basis, and also includes the comparison of adoption of various technologies.
  • Introduction to Customer Loyalty Programs - Provides an overview regarding the customer loyalty program,features to be included in loyalty program, ways to enhance customer loyalty, increasing the effectiveness of customer loyalty programs etc.
  • Survey finding of WiseStrokes - Contains graphical analysis of the inputs received from more than 60 telecom operators globally (exclusively for customer loyalty) for the survey conducted by WiseStrokes.
  • Customer Loyalty Program of Telcos - Offers detailed overview of the customer loyalty programs of more than 25 mobile operators globally.

Table of Contents

1. Overview of Mobile Services

  • Mobile Services overview
  • Global Mobile Subscriptions growth trends, 2005-2015
  • Regional Mobile Subscription growth trends, 2005-2015
  • Mobile Subscription growth trends
  • Mobile subscriptions per 100 inhabitants, 2005-2015*
  • Mobile Broadband subscribers across regions, 2010-2015
  • Global Mobile Broadband subscribers growth by technology, 2015-2021
  • Global Data Traffic, 2015-2021

2. Introduction to Customer Loyalty Programs

  • Overview of Customer Loyalty Programs
  • Loyalty Programs: Ways to enhance Customer Loyalty
  • Loyalty Programs: What should it focus upon
  • Benefits of Customer Loyalty Programs
  • The 4 Gaps which needs to be addressed
  • Popular customer focused methodologies by telcos to drive mobile data revenues
  • Key factors resulting in customers change mobile data provider
  • Way to increase the customer loyalty
  • Customer Centric Insights
  • How customer experience and better customer insights drives the customer loyalty programs
  • Customer Experience
  • Loyalty Management
  • Five distinct stages during a customer lifecycle
  • What should telcos focus upon
  • Key questions mobile service providers need to answer, in order to focus on customer experience
  • An end-to-end view of customer experience
  • How to increase the efficiency of loyalty program
  • How to increase the optimization of loyalty management programs
  • Major parameters for the success of any loyalty program
  • Increasing the effectiveness of customer loyalty program <>3. Survey Findings Conducted by WiseStrokes

4. Customer Loyalty Program of Telcos

  • Turkcell
  • Spark
  • Singtel
  • Grameenphone
  • Robi
  • Airtel Malawi
  • Airtel Rwanda
  • Swisscom
  • Tashicell
  • Mobily
  • Ooredoo Qatar
  • Tunisie Telecom
  • Claro Argentina
  • Mobile Telecommunication Company of Iran (MCI)
  • MTN Africa
  • Vivo
  • Orange Romania
  • Telcel Mexico
  • Entel Chile
  • Banglalink
  • Etisalat Nigeria
  • Vodafone Ghana
  • Dialog
  • STC
  • Verizon
  • Airtel Nigeria
  • Glo Nigeria

List of Figures

  • Figure 1: Global Mobile Subscriptions growth trend, 2005-2015
  • Figure 2: Mobile Subscriptions growth trend across regions, 2005-2015*
  • Figure 3: Mobile Subscription per 100 inhabitants across regions, 2005-2015*
  • Figure 4: Global Mobile Broadband Subscribers growth Trend, 2016-2020
  • Figure 5: Active Mobile broadband subscriber growth trend across regions, 2010
  • Figure 6: Mobile Subscription trend by Technology, 2015 & 2021
  • Figure 7: Monthly Data Traffic, 2015 &2021
  • Figure 8: Ways to Enhance customer loyalty
  • Figure 9: The 4 Gaps which needs to be addressed by Telcos
  • Figure 10: Popular customer focused methodologies to drive mobile data revenues
  • Figure 11: Airtel Night Plan
  • Figure 12: Reliance Postpaid Device sharing plans
  • Figure 13: Social Networking plans offering by Telenor India
  • Figure 14: Factors impacting churn for mobile data providers
  • Figure 15: Factors impacting customer experience for mobile data services offering
  • Figure 16: Key constituents involved in Customer Loyalty Management
  • Figure 17: Key constituents involved in Customer Loyalty Management
  • Figure 18: Five distinct stages during a customer lifecycle
  • Figure 19: Key factor for telcos to focus upon to enhance customer loyalty
  • Figure 20: End-to-end view of customer experience
  • Figure 21: Turkecell's Sari Kutu success KPIs
  • Figure 22: Turkcell's Sari Kutu Platinum program offering
  • Figure 23: Spark New Zealand Thanks programme offering
  • Figure 24: Singtel Loyalty program offerings
  • Figure 25: Grameenphone Star Program partners & offerings
  • Figure 26: Airtel Rwanda rewards program offerings
  • Figure 27: Ooredoo Maldives Club Premier program details
  • Figure 28: Mobily Neqaty program partners and offerings
  • Figure 29: Ooredoo Qatar Nojoom partners
  • Figure 30: Tunisie Telecom KELMA Pro program
  • Figure 31: Claro Club Program categories
  • Figure 32: Claro Club Program benefits
  • Figure 33: MCI Turquise Club Program benefits
  • Figure 34: MTN 141 Program
  • Figure 35: Benefits of the Vivo comprass loyalty program
  • Figure 36: Telecel Mexico Circulo Azul promotional offerings to customers
  • Figure 37: Zona Entel products and services benefits
  • Figure 38: Vodafone Ghana loyalty program
  • Figure 39: Dialog Priority Club offerings
  • Figure 40: Dialog Priority Club partners
  • Figure 41: STC Qitaf Loyalty Program
  • Figure 42: STC Qitaf benefits
  • Figure 43: STC Qitaf Loyalty Program partners
  • Figure 44: Verizon Smart loyalty program benefits

List of Tables

  • Table 1: Mobile broadband subscriber per 100 inhabitants, 2010-2015*
  • Table 2: Customer focused initiatives and Customer maturity Lifecycle
  • Table 3: Turkcell's Loyalty Program Points and Benefits offering
  • Table 4: Singtel Gift card and charges offering
  • Table 5: Grameenphone Star Program customer category
  • Table 6: Grameenphone Star Program offerings
  • Table 7: Robi Dhonnobad Program customer offering
  • Table 8: Robi Dhonnobad Program customer categories
  • Table 9: Airtel Malawi Reward Program Benefits and description
  • Table 10: Swisscom Priorité rewards program details
  • Table 11: Tashicell customer loyalty program details
  • Table 12: Mobily Neqaty program details
  • Table 13: Ooredoo Qatar Nojoom program details
  • Table 14: Tunisie Telecom KELMA program details
  • Table 15: Tunisie Telecom KELMA PRO program details
  • Table 16: Telcel Mexico Circulo Azul details
  • Table 17: Priyojon program customer categories
  • Table 18: Priyojon program points offerings
  • Table 19: Priyojon program voice, internet and SMS benefits
  • Table 20: Priyojon program points and rewards details
  • Table 21: Priyojon program points Insurance details
  • Table 22: Etisalat Nigeria GEM program benefits
  • Table 23: Dialog Loyalty Rewards Club Categories
  • Table 24: Dialog Priority Club discount details
  • Table 25: STC Qitaf categories and benefits
  • Table 26: Airtel Nigeria Rewardz loyalty program details
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