A study by consulting firm Amdocs has brought about a very curious information: the mobile operators are using strategies completely wrong to keep their clientele.
Warranty coverage: more than required
The analysis was done with information obtained through interviews with professionals of the positions of directors and marketing executives from 40 operators throughout the Americas, Europe and Asia-Pacific as well as customers of the respective telcos.
Almost all operators believe that the quality of services, coverage and transmission capacity of the network are the factors that generate more loyal customers. The problem is that customers see these items as most of the obligations on the part of operators, not an advantage to be considered for competition.
This connects to another point in history: the customers are switching over cheating operator. 66% of operators believe that today, customers are less loyal as compared to the situation two years ago, and 70% of operators apotam retention and customer loyalty as critical factors for growth. Still, 65% of operators only offer benefits to customer loyalty is mentioned as one possible switch carriers.
Most operators agree that the retention should be massive over the next five years. With number portability, carrier change has become a less laborious task, and that's the dilemma of entering companies: convince new customers to sign their services, and not let your current subscribers to migrate to other providers.
I say only one thing: operators need to hire better marketing managers. This type of mismatch, a strategic level, compromises the integrity of a company. What does success is the promotion of cheaper fare, and not propaganda coverage.
Warranty coverage: more than required
The analysis was done with information obtained through interviews with professionals of the positions of directors and marketing executives from 40 operators throughout the Americas, Europe and Asia-Pacific as well as customers of the respective telcos.
Almost all operators believe that the quality of services, coverage and transmission capacity of the network are the factors that generate more loyal customers. The problem is that customers see these items as most of the obligations on the part of operators, not an advantage to be considered for competition.
This connects to another point in history: the customers are switching over cheating operator. 66% of operators believe that today, customers are less loyal as compared to the situation two years ago, and 70% of operators apotam retention and customer loyalty as critical factors for growth. Still, 65% of operators only offer benefits to customer loyalty is mentioned as one possible switch carriers.
Most operators agree that the retention should be massive over the next five years. With number portability, carrier change has become a less laborious task, and that's the dilemma of entering companies: convince new customers to sign their services, and not let your current subscribers to migrate to other providers.
I say only one thing: operators need to hire better marketing managers. This type of mismatch, a strategic level, compromises the integrity of a company. What does success is the promotion of cheaper fare, and not propaganda coverage.
