本報告已在2012年03月16日停止出版。
在行動市場逐漸成熟化的過程中，行動業者的焦點開始從爭取顧客轉向維持現有顧客，忠誠方案是加強與顧客關係的唯一方法。
本報告針對亞太地區行動業者的忠誠方案進行調查分析，提供各地區新動向、顧客分類實例、客服相關分析、八件最佳實施範例，目錄介紹如下。
調查内容
- 亞太地區行動忠誠方案最新動向
- 為維持與重要顧客之間的關係使用支出金額及契約內容狀況來區分顧客
- 以高消費顧客為目標擴大客服的重要性之考察與實際範例
- 行動忠誠方案從個人到不同世代的目標轉移相關分析
- 亞太地區8件最佳實施範例分析
Abstract
As mobile markets mature, operators are including service elements as
differentiators in loyalty schemes and to help retain customers.
As mobile markets mature, operators are shifting their focus from customer
acquisition to customer retention. Loyalty schemes are one way of enhancing
customer relationships.
This Viewpoint provides:
- an overview of emerging trends in mobile loyalty schemes in the Asia -
Pacific region
- examples of how some operators are segmenting their customer bases
according to spend and/or tenure in order to retain the most-valuable customer
relationships
- insight into the increasing importance of customer service in targeting
high-end customers and practical examples of measures that have been
implemented
- analysis of the growing trend towards targeting mobile loyalty schemes
towards households rather than individuals
- eight best-practice case studies from across the Asia - Pacific region.
Author Bio
Helen Karapandzic, Lead Consultant
Helen works as part of the Custom Research team at Analysys Mason, and
specialises in market analysis and proposition development. Her primary areas
of specialisation include mobile telecoms services, content and applications,
and mobile money.
About Analysys Mason
Analysys Mason's approach is based on a simple but powerful idea: applied
intelligence.
By harnessing our collective knowledge, we can solve real-world problems and
deliver tangible benefits for our customers.
Analysys Mason has supported clients in more than 100 countries around the
world, providing unique and specialist knowledge on all issues that relate to
the telecoms, media and technology (TMT) sectors.
Report Statistics
- Publication Date: 13 December 2011
- Total Number of Slides: 37
- Format: PPT
