Operators Believe Pre-emptive Care and Targeted Services Must Be Prioritised to Reduce Churn

Published on: 3rd Jul 2012

­A poll conducted by Comptel revealed that the vast majority of telecommunications industry executives consider the ability to anticipate subscribers' needs and proactively and personally interact with users is critical for effectively managing the customer experience.

Paralleling findings from consumer research conducted earlier this year, the survey found that two-thirds (67%) of respondents believe a lack of consistent quality, such as dropped calls, low bandwidth and the slow loading of files, and poor customer service are the biggest contributors to customer churn. Nearly half (46%), however, believe more targeted offerings based around individual usage patterns, in combination with personalised apologies, discounted upgrade opportunities or other special offers following a service issue, will help mitigate turnover.

In the Comptel User Group survey, the majority of telecommunications industry executives (55%) cited analytics as necessary to deliver on this and capitalise on business opportunities. Heralding how ubiquitous they are becoming, three out of four attendees reported leveraging analytics daily, weekly or monthly for customer retention, more targeted marketing or other performance improvements. Further, almost all survey participants noted that, when it comes to effective customer engagement, real-time capabilities to predict subscriber behaviours and understand the context of each customer interaction are essential.

Other Key Findings

• Thirty-eight percent indicated that their marketing activities and network fulfillment and delivery were not closely aligned. CSPs, however, would reap benefits -- such as reduced costs and improved customer interactions -- from bridging the service order capture and service delivery process.
• Opinions were split nearly evenly on whether contextual intelligence is best suited for monetisation via up-selling, cross-selling, personalised advertising and new customer acquisitions; churn prevention via multi-SIM prediction, rotational churn identification and churn location; dynamic profiling and segmentation via usage, interests, location, propensity to churn and influence; and advanced offer management to track or manage successful promotions and popular service bundles.

 

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