降低客戶的流失第一部分:優良案例概要

在激烈競爭這個特徵下，日益飽和化的行動市場上，對所有MNO而言，如何降低客戶流失率都是一大重要課題。維持客戶可以是非常單純，同時又是非常複雜的一個問題。只要供應商能回應客戶的需求，建立與客戶的良好關係，那要維持客戶就相當簡單。但由於供應商一般都強於產品/技術導向，對於建立提供以客戶為主的體驗關係則相當笨拙，這便是造成客戶流失的根本原因。

本報告涵蓋降低客戶流失的各種策略，概括客戶流失定義，趨勢，原因，成本及業者的整體性策略，一邊闡明具體的的成功案例，一邊提供有效的降低客戶流失策略相關考察等資訊，為您概述為以下內容。

第1章 概要

第2章 簡介

• 背景調查
• 報告的內容
• 貨幣及換算率
• 追加問題事項和回饋

第3章 客戶流失概要

• 客戶流失定義
• 客戶流失的種類
• 自願客戶流失的原因
• 客戶流失削減策略
  • 針對降低的相關配合措施
  • 為解決根本原因提高客戶體驗
  • 為了吸收客戶的鄰近服務/收費系統
  • 預測與防止:資料分析及內容連鎖型行銷
• 客戶流失的成本
  • 直接費用
  • 間接費用
• 客戶的終生價值
• 多SIM對預付客戶流失的影響
  • 多SIM的課題
  • 多SIM客戶的分類
  • 為配合多SIM客戶的策略

第4章 實例分析

• 簡介
• 為了解決根本原因提高客戶體驗
  • Vodafone Turkey:企業客戶服務
  • BTC 與Bahamas:漫遊服務客戶體驗
  • TELUS Canada:顧客至上主義
  • Simyo Netherlands:線上支持機關
• 為鎖定客戶利用鄰近服務或接近收費系統
  • 融合行動及配合契約期間的收費系統
  • MTN Uganda:行動金融
  • Tigo Ghana:嘗試人壽保險
  • Airtel Madagascar:公共資訊服務
  • O2 UK:恢復精神收費系統
• 資料分析及內容連鎖型行銷
  • 客戶流失的預測與防止
  • Warid Uganda的資料分析
  • MTS Russia的內容連鎖型行銷宣傳活動

第5章 建議

附錄:回饋問題

圖表清單

In increasingly saturated mobile markets characterised by intense competition, the retention of customers remains a key focus for all MNOs.

Customer Retention is simultaneously very simple and very complex. It's very simple because customers stay if the operator meets their needs and builds a relationship with them. However, operators by their nature are not really well set up to deliver the experience and the relationship required to meet customer requirements. MNOs are generally structured in silos and tend to be more product/technology focused than customer centric. Consequently the root causes of churn, which is a symptom of poor customer experience, predominantly emanate from MNO failures along the customer lifecycle.

Churn an also be caused by market conditions such as the advent of mobile number portability or intense competition.

This report is the first in a short series addressing successful strategies to combat churn. It provides a brief overview of churn in terms of definition, trends, causes, costs and broad operator strategies. It then looks at a number of case studies where operators have been successful in overcoming the churn challenge by implementing different strategies. Based on these success stories a number of recommendations are outlined for operators. Subsequent reports in the series will provide a deeper dive into the best practice approaches summarised here.

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 Churn Overview

• 3.1 Churn Definitio
• 3.2 Types of Churn
• 3.3 Causes of Voluntary Churn
• 3.4 Churn Reduction Strategies
  • 3.4.1 Linked Approaches to Reduction
  • 3.4.2 Improve Customer Experience to Address Root Causes
  • 3.4.3 Adjacent Services/Tariffs to Lock in Customers
  • 3.4.4 Predict & Prevent - Data Analytics & Contextual Marketing
• 3.5 The Cost of Churn
  • 3.5.1 Direct Costs
  • 3.5.2 Indirect Costs
• 3.6 Customer Lifetime Value
• 3.7 The Impact of Multi-SIM on Prepay Churn
  • 3.7.1 The Multi-SIM Challenge
  • 3.7.2 Categories of Multi-SIM Customers
  • 3.7.3 Strategies to address Multi-SIM Customers

4 Case Studies

• 4.1 Introduction
• 4.2 Improving Customer Experience to Address Root Causes.
  • 4.2.1 Vodafone Turkey - Enterprise Customer Service
  • 4.2.2 BTC Bahamas - Roaming Services and Customer Experience
  • 4.2.3 TELUS Canada - Putting Customers First
  • 4.2.4 Simyo Netherlands - Online Support Community.
• 4.3 Using Adjacent Services or Tariffs for Lock-in
  • 4.3.1 Convergence on mobile and Tenure-Based Tariffs
  • 4.3.2 MTN Uganda - Mobile Money
  • 4.3.3 Tigo Ghana Freemium Life Insurance
  • 4.3.4 Airtel Madagascar Public Information Service.
  • 4.3.5 O2 UK Refresh Tariffs
• 4.4 Data Analytics and Contextual Marketing
  • 4.4.1 Predicting and Preventing Churn
  • 4.4.2 Warid Uganda Data Analytics.
  • 4.4.3 MTS Russia Contextual Marketing Campaigns

5 Recommendations

Appendix - Feedback Questions