Cover Image
市場調查報告書

MNO的教訓:發展中市場的CRM與自動化

Lessons for MNOs from CRM & Automation in Developing Markets

出版商 Mobile Market Development Ltd 商品編碼 328003
出版日期 內容資訊 英文 30 Pages
商品交期: 最快1-2個工作天內
價格
Back to Top
MNO的教訓:發展中市場的CRM與自動化 Lessons for MNOs from CRM & Automation in Developing Markets
出版日期: 2015年04月09日 內容資訊: 英文 30 Pages
簡介

本報告提供發展中市場的CRM與自動化的實例相關研究,提供MNO最適合的客戶經驗的行銷與對CRM的方法相關驗證之系統性資訊。

第1章 概要

第2章 簡介

第3章 發展途中/先進國家市場趨勢

  • 簡介
  • 對ARPU的壓力
  • 低的報酬率
  • 高水準的競爭
  • 數位服務
  • 客戶的高度化

第4章 朝客戶最優先的一步

  • 簡介
  • 企業的重新定位
  • 資料整合用IT
  • 即時資料饋送
  • 巨量資料分析
  • 封閉迴路型自動化
  • 大量客制化能力
  • 多通路自助服務

第5章 Bharti Airtel (印度)

  • 簡介
  • 方法
  • 成功的關鍵
  • 影響

第6章 Globe Telecom (菲律賓)

  • 簡介
  • 方法
  • 成功的關鍵
  • 影響

第7章 Celcom Axiata (馬來西亞)

  • 簡介
  • 方法
  • 成功的關鍵
  • 影響

第8章 主要調查結果

第9章 建議

附錄

目錄

Customer experience is one of the few remaining areas in which operators can successfully differentiate themselves from their competitors. Many MNOs are rethinking their approach to marketing and customer relationship management in order to become more adept at delivering good experiences.

Personalisation has been shown to be at the core of building good customer relationships and delivering great customer experiences. This in turn helps to drive up subscriber loyalty up and reduce churn. It can also improve the effectiveness of cross-selling and upselling initiatives.

The developing markets provide good examples of how personalised customer experience is working to create business advantage, having been early adopters of this approach as one means of survival.

In this report, MMD looks at CRM and automation practices in low-ARPU developing markets to understand what operators there are doing to distinguish themselves in this area and how their company-wide CRM solutions and practices have evolved.

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 Developing/Developed Market Trends

  • 3.1 Introduction
  • 3.2 Pressure on Average Revenue Per User (ARPU)
  • 3.3 Lower Profit Margins
  • 3.4 High Levels of Competition
  • 3.5 Digital Services
  • 3.6 Customer Sophistication

4 Steps Toward Putting Customers First

  • 4.1 Introduction
  • 4.2 Corporate Reorientation
  • 4.3 Information Technology for Data Integration
  • 4.4 Real-Time Data Feeds
  • 4.5 Big Data Analytics
  • 4.6 Closed-Loop Automation
  • 4.7 Mass-Customisation Capability
  • 4.8 Multi-Channel Self-service

5 Bharti Airtel - India

  • 5.1 Introduction
  • 5.2 Approach
  • 5.3 Key Success Factors
  • 5.4 Impact

6 Globe Telecom - Philippines

  • 6.1 Introduction
  • 6.2 Approach
  • 6.3 Key Success Factors
  • 6.4 Impact

7 Celcom Axiata - Malaysia

  • 7.1 Introduction
  • 7.2 Approach
  • 7.3 Key Success Factors
  • 7.4 Impact

8 Key Findings

9 Recommendations

Appendix - Feedback Questions

Back to Top