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Customer loyalty in telecom operators BU CRM & Marketing
Customer loyalty in telecom operators AGENDA 1. Why loyalty is the top priority for telecom operators? Market & consumer trends 2. How does Comarch Loyalty Management respond to the current needs of telecom operators? Kraków/ 09.08.2012 Page 2
Why loyalty is the top priority for telecom operators? Market & consumer trends
Customer loyalty in telecom operators Telecom operators challenges many operators offering very high rate of similar services at customer churn similar prices no significant barriers to changing the operator more demanding customers expect higher customers don’t feel any quality of services loyalty to their providers Kraków/ 09.08.2012 Page 4
Customer loyalty in telecom operators Which topics are the most crucial for the success of telecom operators? Increasing customer loyalty 60,7% Critical Enhancing existing 55,4% Interesting networks Neutral Not interesting Upgrading to 4G networks 53,6% 0% 20% 40% 60% 80% 100% Source: Telecom World Congress Report April 2012 Kraków/ 09.08.2012 Page 5
Customer loyalty in telecom operators What are the biggest challenges facing operators? Falling OTT and Increased revenue from disruptive competition core services players Finding new Meeting Churn in the revenue customer market streams demand Source: Telecom World Congress Report April 2012 Kraków/ 09.08.2012 Page 6
Customer loyalty in telecom operators Increased use of over-the-top communication services Source: the 2011 IBM Global Telecommunications Consumer Survey Kraków/ 09.08.2012 Page 7
Customer loyalty in telecom operators Customer churn – why do customers change operators? The top 3 reasons why subscribers change providers: They want a new handset They believe they pay too much for calls Providers do not offer additional loyalty benefits Source: Research conducted by Analysys Mason and Buongiorno Kraków/ 09.08.2012 Page 8
Customer loyalty in telecom operators Who are the churn candidates? Contract subscribers with higher ARPUs and higher activity Consumers intention to change networks was about the same for both contract and prepaid subscribers (12 and 10%) 20% of contract subscribers wanted to stay but change the package they usedSource: ₺ Connected Consumer Survey 2012” by Analysys Mason TheThe research conducted in 5 European countries and in the US Kraków/ 09.08.2012 Page 9
Customer loyalty in telecom operators Why are consumers dissatisfied with operators? services? 23% of consumers said that they often cannot make voice calls using their mobile phone 40% often cannot connect to the Internet through their mobile phone and, once connected, one in six consumers is frequently disconnected during the Internet session. Around 25% of consumers indicate they have problems understanding their invoice or believe they don’t receive the service they are paying forSource: the 2011 IBM Global Telecommunications Consumer Survey Kraków/ 09.08.2012 Page 10
Customer loyalty in telecom operators Most consumers do not engage with CSPs on services issues Source: the 2011 IBM Global Telecommunications Consumer Survey Kraków/ 09.08.2012 Page 11
Customer loyalty in telecom operators The importance of consumers experiences sharing of consumers tell their 77% friends about poor experiences with their provider of consumers said they avoid providers where 81% their family and friends had a poor experience recommendations from family For and friends is the second 54% preferred source of information Source: the 2011 IBM Global Telecommunications about products and services Consumer Survey Kraków/ 09.08.2012 Page 12
Customer loyalty in telecom operators Initiatives planned along the stages of the customer experience life cycle Source: ₺Market Trends: New Customer Experience Initiatives of Leading CSPs, Worldwide, 2012” Gartner Kraków/ 09.08.2012 Page 13
Customer loyalty in telecom operators New customer experience initiatives of leading CSPs Source: ₺Market Trends: New Customer Experience Initiatives of Leading CSPs, Worldwide, 2012” Gartner Kraków/ 09.08.2012 Page 14
Customer loyalty in telecom operators Loyalty programs across telecom operators – too little, too late have loyalty programs of 30%-40% some kind in of telco place, although there are operators regional differences e.g. 60% in the Americas compared to 25% in Europe 65% 82% 90% of services providers of CSPs said that customer of operators measure initiate a retention loyalty programs would be customer loyalty purely program only when ₺very important” or by churn rates customer starts the ₺important₺to their company’s process of leaving strategy over the next 5 yearsSource:09.08.2012 Kraków/ The Loyalty Guide 5 Page 15
Customer loyalty in telecom operators Loyalty programs across telecom operators – too little, too late For 66% For 89% Only 21%customers, personalize of CSPs creating one of service providers d and tailored integrated customer have the necessary services, proactve profile is vital in collaboration care, and rewards are supporting customer between IT andkey drivers to win their retention and loyalty loyalty departments. loyalty strategiesSource: The Loyalty Guide 5 Kraków/ 09.08.2012 Page 16
How does Comarch LoyaltyManagement respond to the current needs of telecom operators?
Customer loyalty in telecom operators The objectives you will achieve with customer loyalty 66% of consumers have changed telco providers over the past year, due to what they regard as poor customer service Accenture Global Consumer Research 2011 It is about reaching the right goals… 1. How can we generate customer loyalty in a highly volatile and competitive market? 2. How can we keep customers satisfied to increase customer service experience? 3. Which products and services does price perception matter most to our Clients? 4. What are the right products and services to offer my Clients to increase ARPU? In terms of loyalty marketing, a telco provider must act on three different levels: 1. Focus on keeping current customers loyalty 2. Increase usage of loyal customers through more value added services 3. Gain new users Kraków/ 09.08.2012 Page 18
Customer loyalty in telecom operators Comarch Loyalty Management – key features COLLECT TRANSFORM/USE DELIVER Identification of most Order/Billing Data valuable subscribers Advanced segmentation Personal Data Marketing actions creation Event triggered messages Shopping Preferences & execution Targeted offers Marketing data Transaction processing ARPU/churn analysis Migrated data Coupons & Vouchers Fraud detection Product/RGUs data Preferences & behavior Dashboards Complaints Promotions definition Added-value benefits Multi-channel Program KPI’s reporting communication STANDARD MODULAR INTUITIVE HOSTING INTERFACES ARCHITECTURE NAVIGATION IMPORT/EXPORT ROLE BASE ACCESS SECURITY IT SUPPORT Kraków/ 09.08.2012 Page 19
Customer loyalty in telecom operators Comarch Loyalty Management – solution overview POS ERP&CRM Billing Accounting Web BI & Data E-shop system system system system system Warehouse Comarch Loyalty Management Program Transaction Message partners File processor Report engine processor processor 3rd party providers Business Customer Web Contact Center Administration Portal Letter shop Business to On-site Mobile Business Application Application Card manufacturer Communication channels Point of Sale E-mail Direct mailing SMS WWW Call Center Social media Mobile Kraków/ 09.08.2012 Page 20
Customer loyalty in telecom operators CLM received the maximum score in the MJA Associates benchmarking ₺ summary, Comarch created a highly robust In and future-proof solution that ranks amongst Mike Atkin the top 3 in the world. Comarch also offers its Network clients highly informed personnel, capable of working with every client, able to manage loyalty programmes with genuine commitment in order to ensure success.” Kraków/ 09.08.2012 Page 21
Customer loyalty in telecom operators Existing customers leave when they do not feel valued Challenge CLM feature Leveraging the Multidimensional potential of segmentation of information customers ₺ ) from the inside we see a mobile customer, a TV customer, an Internet customer, but (… sometimes they can all be the same person." Martin Péronnet, Monaco Telecom CEO, from www.totaltele.com Cost to acquire a customer/cost to retain each customer (customer service, etc.) Average amount each customer spends per defined period/ time with supplier Product and services purchased, how many RGU’s Profit from average customer based on promotion response rate Valuable info attributed to each customer (based on ARPU, dynamic and static data) Kraków/ 09.08.2012 Page 23
Customer loyalty in telecom operators “Make me feel recognized and rewarded for being a loyal customer” Challenge CLM feature Quick reaction to special marketing events How to attractively offer Promo Designer range of products and services? "We have got to look at what customers expect us to do and deliver it. We know if we use data effectively, give them the right products, services and added value, it will turn our customers into fans. If we dont, we will lose them." J James Morgan, Head of CIC, Telefonica O2 UK, at Data Summit 2010 Unlimited configuration of promotions run at the same time & geo-location (CLM Mobile App) Automatic triggering of promotions Ability to run multiple loyalty schemes in parallel (for prepaid and postpaid or mixed) Ready-to-use promotion templates Kraków/ 09.08.2012 Page 24
Customer loyalty in telecom operators Customer satisfaction is higher among participants of rewards compared to those who do not participate Challenge CLM feature Customers are frustrated Multiple rewards when a company delivers something different to what portfolio valueable for they expected customers Customers are leaving program because they do not feel their value is recognized by brand Relevant & attainable benefits that engage all different customer profile types Rewards available to select segments of members based on a configurable parameter Cross-channel capability of points redemption ( online, store) Rewards that match customers anticipations and segment they are attached to Kraków/ 09.08.2012 Page 25
Customer loyalty in telecom operators Communication is an investment, not an expense Challenge CLM feature How to improve customer experience, insight to Tailored convert prospects into communication & customers and customers into brand advocates? personalization Messages sent to loyalty programme members have a 40% higher open rate, more than 20% higher click-through rates, almost 30% higher transaction rates, and more than 10% higher sales revenue generated per message www.thewisemarketer.com Better Customer Service Experience: self-service loyalty actions, forums, chats, Unified and holistic view of customer information: right offer, right time, right medium Customer Satisfaction Surveys & Questionnaires Social media support to facilitate a two-way communication with customers Kraków/ 09.08.2012 Page 26
Customer loyalty in telecom operators Verifying the performance of marketing actions Challenge CLM feature Track program health KPI’s reporting without causing information overload Dynamic Dashboards Communications service providers are beginning to recognize that the lack of an integrated view of their customer data is a major drawback and that they need to invest in data management, business intelligence and analytics. Kris Szaniawski, Principal Analyst, Networks, Informa Telecoms & Media Average ARPU per customer ($), redemption KPIs per channel, per product Report parametrization based on templates Prediction of potential participation in promotions Constant system control on each level - fraud prevention & detection, alerts, audit info Kraków/ 09.08.2012 Page 27
Customer loyalty in telecom operators Business Advantages telco operators can achieve with Comarch Loyalty Management Investing in loyalty and customer experience has now become fundamental in protecting an operator’s customer base while securing continuous growth Unlimited Configuration of Promotion Rules • Best loyalty practices – How to establish and manage marketing strategy • Ensured program attractiveness - How to engage customers & leverage operator data Quick Reaction to Customer Needs • Targeted audience – Who the program is designed for • Tailored offers and communication – How to ensure a “win-win” scheme for all parties Cost Optimization • Report generation – How to measure company ROI and keep costs down when delivering a sophisticated high-quality loyalty program • Coordination of Sale - How to generate profits and increase ARPU Kraków/ 09.08.2012 Page 28
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