Abstract
In an increasingly competitive market all operators are seeking better ways to
retain and attract customers. When offering largely commoditised services in
converged service packages, customer service becomes increasingly important.
Operators use a variety of channels to reach their target markets and the way
in which they operate alongside each other can enhance or diminish the
customer experience.
Customers' behaviours are changing as smartphones and tablets become more
widely available. Increasingly they switch repeatedly between shop, phone and
online to gather the information they seek about products, services and
pricing before deciding to make a purchase. Customers increasingly expect to
be able to access a service at any time or place, in much the same way as they
expect to access data and the internet at any time or place.
These developments are putting pressure on operators to use their channels to
market in a more integrated, coordinated and seamless manner, which will have
a significant effect on channel marketing and pricing strategies. This report
looks at these developments and considers ways in which operators will need to
change their use of parallel channels to improve customer experience and
retention to take account of changing customer behaviours, and recommends
appropriate actions.
Table of Contents
1. Overview
2. Introduction
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 2.4. Further Questions and Feedback
3. Convergence and Channel Mix
- 3.1. Introduction
- 3.2. Convergence Definitions
- 3.2.1. Services and Technologies
- 3.2.2. Over the Top (OTT)
- 3.2.3. Cloud Services
- 3.3. Channel Characteristics for Converged Services
- 3.3.1. Converged Service Bundles
- 3.3.2. Distribution Channels - Resellers
- 3.4. Channels, Services and Segmentation
4. Trends in Customer Behaviour
- 4.1. Introduction
- 4.2. Customer Behaviours
- 4.2.1. Use of Multiple Channels by Consumers
- 4.2.2. In-store Mobile Commerce
- 4.3. Operator and Reseller Approaches to Channels
- 4.3.1. Making use of Retail Outlets
- 4.3.2. Promotion of Channel Options by Operators and Resellers
5. Implementing Seamless Channels
- 5.1. Introduction
- 5.2. Functionality Required
- 5.2.1. Customer Enquiry & Sales Process
- 5.2.2. Automated Service Provisioning
- 5.2.3. Interoperability with Mixed/Multi- Vendor Environments
- 5.2.4. Reseller Channel Enablement
- 5.2.5. Customer and Reseller Self-Management
- 5.2.6. Extensibility
- 5.2.7. Staff Skills and Training
6. Key Findings & Conclusions
- 6.1. Introduction
- 6.2. Channels, Services & Segments
- 6.3. Consumer Behaviour
- 6.4. Support Systems
- 6.5. Conclusions
7. Recommendations
Appendix - Feedback Questions
