新的客戶維繫策略及影響的評估

本報告以MNO的客戶維繫策略為主題，提供客戶流失市場特徵，客戶流失的理由，應對方法，恰當的商務案例和引進計劃等系統性資訊。

第1章 概要

第2章 簡介

第3章 客戶的類型、價值、客戶流失

• 簡介
• 客戶的類型、行動
• 客戶價值
• 不滿的原因
• 網路性能
• 顧客服務，客戶經驗
• 發展的要素
• 預計的客戶流失

第4章 客戶維繫的改善

• 簡介
• 生命週期方法
• 服務的改善
• 僵直性
• 獎勵和宣傳活動

第5章 客戶維繫的商務案例

• 簡介
• 業者和客戶的參數
• 商務案例比較

第6章 客戶維繫計劃的引進

• 簡介、目的
• 計劃和準備
• 監視、回饋

第7章 主要調查結果

第8章 建議

附錄

Mobile operators continue to suffer from churn, and in mature markets those available for acquisition include many of those most likely to churn again. In many less mature markets it is common practice for users to have several SIMs and to swap between networks.

In consequence many MNOs spend disproportionate amounts of their marketing budget on attracting habitual churners and then attempting to retain them.

With constant pressure on budgets there is a strong incentive to reduce this expenditure and target it more effectively. So MNOs are keen to identify new approaches to retention that will prove more cost effective. To achieve this requires good insights into reasons why customers churn, to help MNOs develop retention strategies that address them most effectively. In addition, MNOs can use a suitably designed retention program to achieve wider business objectives (such as improving the mix of customers, to raise average spend or tenure).

To be confident that their marketing expenditure is directed at the areas which will have the greatest positive effect, MNOs need to understand the impact of expenditure on different types of customers. This will also allow them to budget and monitor progress.

This report provides operators with important insights, including the characteristics of the churning market, reasons for churn and means of addressing them, and the basis for appropriate business cases and implementation programs.

Companies: Vodafone, O2, SFR.

Countries: UK, France.

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. Customer Types, Value & Churn

• 3.1. Introduction
• 3.2. Customer Types & Behaviours
• 3.3. Customer Value
• 3.4. Causes of Dissatisfaction
• 3.5. Network Performance
• 3.6. Customer Care & Experience
• 3.7. Triggers for Departure
• 3.8. Anticipating Churn

4. Improving Retention

• 4.1. Introduction
• 4.2. Lifecycle Approach
• 4.3. Service Improvements
  • 4.3.1. Network
  • 4.3.2. Customer Experience
  • 4.3.3. Rewarding Loyalty
• 4.4. Stickiness
  • 4.4.1. Complementary Services
  • 4.4.2. Facilitating Third Party Services
  • 4.4.3. Innovative Services
  • 4.4.4. GSMA Mobile Connect ID Authentication
• 4.5. Incentives & Campaigns
  • 4.5.1. Last Minute Actions
  • 4.5.2. Churn in Multi-SIM Markets

5. Business Cases for Retention

• 5.1. Introduction
• 5.2. Operator and Customer Parameters
  • 5.2.1. Key MNO Parameters
  • 5.2.2. Costs of Churn
  • 5.2.3. Customer Characteristics
• 5.3. Business Case Comparisons
  • 5.3.1. Assumptions
  • 5.3.2. Case 1: Base Conditions
  • 5.3.3. Case 2: Uniform Expenditure on Retention
  • 5.3.4. Case 3: Selective Expenditure on Retention

6. Implementing Retention Programs

• 6.1. Introduction & Objectives
• 6.2. Planning and Preparation
  • 6.2.1. Management
  • 6.2.2. Customer Profiles, Analysis & Program Design
  • 6.2.3. Databases & IT Systems
  • 6.2.4. Competitor Behaviours
  • 6.2.5. Training & Culture
  • 6.2.6. Touch Points
• 6.3. Monitoring & Feedback

7. Key Findings

• 7.1. Overview
• 7.2. Key Areas for Action

8. Recommendations

Appendix - Feedback Questions