WINNING AND RETAINING CUSTOMERS: CHILDHOOD TO ADULTHOOD
|出版商||Mobile Market Development Ltd||商品編碼||342255|
|出版日期||內容資訊||英文 38 Pages
|客戶的獲得、維持：從兒童到成人 WINNING AND RETAINING CUSTOMERS: CHILDHOOD TO ADULTHOOD|
|出版日期: 2015年10月21日||內容資訊: 英文 38 Pages||
由於「客戶流失 (解約率) 高，成本也高」，對行動通訊業者來說客戶的忠誠度非常重要。最初使用行動電話的年齡有降低趨勢 (最近也有3歲的案例) ，各MNO (行動通訊業者)表示想從用戶年幼時期便開始確立忠誠度。另一方面，兒童相關的產品與服務的行銷很複雜。各公司必須與兒童和監護人2個客戶溝通，滿足兩者分別的需求。同時，為了兒童的安全、保護，必須遵守法律上的必要條件和倫理上的義務。還有若想維持客戶，需要觀察用戶從兒童到大人的成長過程。
Customer loyalty is important to mobile operators, since high rates of churn can prove very costly. As the age at which people get their first phone gets ever younger, with some now as young as three, so it is in MNOs' interests to establish loyalty from an ever younger age.
Marketing of products and services designed for use by children brings additional complexities. MNOs have to communicate with two parties, the parent and the child, and meet their different needs. At the same time, they must ensure that they are observing both legal requirements and moral obligations for safety and protection of children. Operators also need to manage the transition from child to young adult carefully if they wish to retain them as customers.
Mobile Market Development has studied the state of development and structure of this market, and looked at current offerings for children provided by a range of MNOs in different countries. Using this information, and building on its wide experience of the mobile sector, it puts forward an approach to segmenting the market and developing a range of service packages that would meet the needs of this market. In conclusion it provides recommendations for action for operators wishing to address the market for children and young adults and retain their custom as they grow up.
Companies: Allo-RTL, AT&T, Base, Bouygues, EE, LG, Mobistar, O2, Orange, Ownfone, Proximus, Scarlet, SK Telecom, Swisscom, Three, TIM, Vodafone
Countries: Algeria, Australia, Belgium, Chile, Egypt, Finland, France, Germany, India, Indonesia,Iraq, Italy, Saudi Arabia, South Korea, Switzerland, UK, US
Keywords: Segmentation, customer touch points, market communications, social media, Parent, Children, Young Adult, churn, Smartphones, customer loyalty, Wristwatch Phones, Service Packages/Bundles/Tariffs, Tablets,