This post is by Joachim Seifert from the Nokia Siemens Networks.
Subsidizing smartphones is a common way for operators to attract and retain customers, especially in mature markets. This is also a high cost for them, and it’s not enough to meet the demands of high value customers, who want more. They want personalized services.
According to our latest Acquisition and Retention study from 2011, the segment of heavy users of advanced services is trend-setting and tech savvy, uses advanced services more often than average and represents the fastest growing user segment YoY (34%).
Most interestingly perhaps – they are also more likely to spend extra for excellent network quality (53%) or personalized mobile services (36%). But the downside is that they are also less loyal than average and likely to churn within the next 12 months at rates as high as 33%.
So, when operators are thinking about where to invest,this group of heavy users has a big impact on operators’ business performance. With Customer Experience Management and Subscriber Data Management in an integral role, they can sharpen the focus of their investments in quality and service personalization.
Heavy Reading conducted a Multi-Client-Study among operators in 2011 and asked them what they expected from a Subscriber Data Management solution to achieve a competitive advantage and differentiation.
The result is pretty much in line with the expectations of high value customers outlined above. Service personalization (24%) ranks number one followed by higher operational efficiency from provisioning subscriber data in a single repository (21%) and the analysis of subscriber data to prevent churn (18%).
This shows that expectations have changed in the recent years. In the past, OPEX savings from data consolidation has ranked at the top. The focus has now shifted to service personalization to retain customers.
In an upcoming webinar Nokia Siemens Networks showcases three real-life use-cases how operators have provided personalized services to improve customer experience with the help of Subscriber Data Management by answering questions such as:
• How can operators better manage mobile broadband experience for post-paid customers and prevent bill shock?
• How can operators reactivate revenue from dormant subscribers?
• How can operators give subscribers full control over their personal information and establish themselves as trusted identity brokers?
Register for the upcoming Nokia Siemens Networks webinar on Dec 11, at 9-10AM GMT.