Tagged With "loyalty"

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Re: Why contracts are killing the telco business

Dominic Smith ·
Interesting news this week that Vodafone Spain, as an experiment, dropped its handset subsidies - the net result...they lost 639,000 customers in a quarter! So surprise surprise, they have reintroduced subsidised handsets. Long live contracts with handset subsidies! More details here: http://www.fiercewireless.com/...subsidies/2012-11-07
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Re: Why contracts are killing the telco business

Teresa Cottam ·
Hi Dominic - thanks for the link. If we put aside the fact that the Spanish market is tough because of the terrible recession there - meaning that customers are unusually price sensitive, then this story add some interesting dimensions to this issue. Once a market introduces handset subsidies it's hard to wean people off them, but that's also the key - "weaning". The CSP can't just stop subsidising full stop and that's the strategy: it has to design new offers and tariffs that appeal. I...
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Re: Why contracts are killing the telco business

Teresa Cottam ·
Dominic I agree - the attitude to prepaid customers is frankly antediluvian. It reminds me of that old addage: if you love something set it free, if it comes back it's yours, if not it was never meant to be. Trying to trap people shows a lack of confidence and sophistication, and as I said in the article it also shows you're fundamentally unreformed IMHO. Thanks for the comment
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Re: Why contracts are killing the telco business

Teresa Cottam ·
Laurence That's a very good point and something I will be returning to in my next post! Teresa
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Re: Why contracts are killing the telco business

Dominic Smith ·
Another great post Teresa, spot on. Contracts are an extremely blunt tool and are increasingly being shunned by customers who just cannot tolerate the lengthy lock-in period. This is highlighted by the number of people who are now happy to pay the full retail price for a high-end device such as the iPhone 5, and then to switch network service provider at free will. This is a massive failing by the MNOs who have all the assets to offer a great service and customer experience, but are more...
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Re: Why contracts are killing the telco business

Laurence Judah ·
I guess this comes down to the definition of "loyalty" that most operators use, i.e. a lack of churn. The only thing that can lead to genuine loyalty is behaving in a way which makes customers want to stay, rather than simply locking them in. This is what leads to the true customer engagement and strong NPS that all operators are after.
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Re: Why contracts are killing the telco business

Ashley Bowen ·
The trouble is, those expensive handsets still have to be paid for one way or another
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Re: Why contracts are killing the telco business

Teresa Cottam ·
I agree Ashley, although there seems to be a trend developing of people wanting to buy the handset upfront or reuse an existing handset... The effect the subsidised handset has had on market dynamics (and we must remember not all markets subsidise them!) is definitely subject matter worthy of a post in itself. :-)
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Re: The business power of the unforgettable experience

Snowden Burgess ·
Great post, Customer Experience is truly about the human experience you get and you can only give this by understanding the needs of your customer. Too many CPS's are far too internally focused to every really consider what the end customers want and many sadly forget there is a customer at the end of everything they do!
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Re: Driving business benefits through use of social media

Moayed Dib ·
Hi, how i can get the research report? regards,
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Re: Why poor customer care is undermining the telco business

Paul Hollingsworth ·
Teresa, Ouch; some pretty hard punches aimed directly at the CSP soft tissue. There is a lot of truth in what you say. BUT - and this is in no way an attempt to provide an excuse - there are some significant differences in CSP-land that I believe are behind many of the failings to focus on customers: 1) Unlike in a grocer's store the "front of house" staff often do not have the knowledge or systems to be able to fix the problem. Fixing your mouldy bread or broken bottle is a matter of...
Blog Post

The business power of the unforgettable experience

Teresa Cottam ·
Telesperience Chief Stategist Teresa Cottam is an expert on both the customer experience and how to utilise this to drive business value. In this post she look at the difference between satisfaction, loyalty and engagement, and why over-automation can...
Blog Post

Three things you should know about loyalty scores

Teresa Cottam ·
Miia Toivola, Head of Customer Experience Management Marketing at Nokia looks at the increasingly popular use of loyalty scores by operators. Measuring customer loyalty and satisfaction brings in the voice-of-the-customer to various departments of the...
Blog Post

Company Culture: Does it Impact Customer Experience?

Snowden Burgess ·
Our inside man, Snowden Burgess, looks at how company culture impacts on the customer experience CSPs deliver. He argues that company core values must be lived, not just written, and explains why trust is so important for both employees and customers....
Blog Post

Why contracts are killing the telco business

Teresa Cottam ·
Contracts engender loyalty - right? No, says Chief Analyst Teresa Cottam, contracts can actually harm the customer relationship. The Prisoner by Evelyn De Morgan  Having read yet another article by a respected analyst which urges CSPs to try to...
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Why many loyalty schemes are increasing disloyalty

Teresa Cottam ·
In this post Teresa Cottam looks at how when it comes to rewarding loyalty, good CSP intentions can go so very badly wrong…     I strongly believe that in telecoms we need to focus more on our loyal customers, and upon building...
Blog Post

Why poor customer care is undermining the telco business

Teresa Cottam ·
Chief Strategist Teresa Cottam looks at why service providers don't compare favourably to other retailers when it comes to customer service.   Tough Customers, 1881, John George Brown     Readers of Microsperience will recall my post...
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Maximising the SME opportunity means understanding SMEs

Teresa Cottam ·
Chief Analyst Teresa Cottam looks at what European SMEs really want from their service providers and explains how failure to meet their needs has resulted in a low level of loyalty.  James Abbott McNeill Whistler, Chelsea Shops, c 1880 ...
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SMARTs rapidly adopting social CRM strategies to improve the customer experience

Darran Clements ·
In this article, Teresa Cottam shares some new findings from the latest Telesperience research programme on the customer experience strategies of small, medium-sized and rising telcos (SMARTs), and looks at how SMARTs can use a social CRM strategy to...
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CSPs still using the inertia approach to loyalty

Teresa Cottam ·
Teresa Cottam looks at why relying on customer inertia is a dangerous gamble, especially when all the conditions that stimulate customers to re-evaluate their telecoms service are present.  I recently highlighted an example of where an...
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Customer loyalty is dead - welcome to the age of infidelity

Teresa Cottam ·
Chief Strategist of Telesperience Teresa Cottam looks at why focusing on loyalty will be fruitless in the age of customer infidelity.
Blog Post

Driving business benefits through use of social media

Teresa Cottam ·
Chief Strategist Teresa Cottam looks at the evolving use of social media in telecoms and how service providers are using it to drive business impact.  Camille Pissarro, Conversation   In a recent primary research project Telesperience...
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Dumb and dumber – the typical CSP approach to pricing

Teresa Cottam ·
Chief Analyst Teresa Cottam looks at telecoms tariffs, service plans and our approach to pricing. She argues that too often our approach is so basic as to be "dumb", and sometime so commercially stupid as to be "dumber".     In my years...
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Easy ways to improve the telesperience #1 – value for money

Darran Clements ·
by Teresa Cottam  Now more than ever, if your customers feel ripped off they’re going to walk away. Moneysaving is the trendy new thing to do, so CSPs urgently need to follow the supermarkets and start aligning their offers to the...
Blog Post

If you love your customers (and your business) set them free

Teresa Cottam ·
Customer retention rates do not tell the truth about the health of your business because they fail to differentiate between satisfied and unhappy customers. Teresa Cottam argues that CSPs need to change the way they think about customers, and that...
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