Digital and communications service providers today require a willingness to experiment and fresh thinking to build brand loyalty. Today’s operators are constantly focused on adding new users and ‘things’ to their networks, and often forget about those they’ve already won over, who are now slipping through their fingers. This is a dangerous dilemma, considering it is six to seven times more expensive to acquire a new customer than to retain an existing one.
In reality, consumers want more personal relationships with their digital and communications service providers, so why are operators not giving it to them? It’s as though the key is in the lock, but no one is turning it to open the door. The wealth of information available to them can help release the opportunities that await. Intelligent fast data comes into play perfectly here.
We’re far past the era of reactionary problem solving. Imagine what could be achieved if digital and communications service providers could capture, integrate and refine past and streaming behavioural and other information, enrich it with analytics and then leverage that intelligence to trigger automated marketing campaigns. Operators would become not only more proactive, but also see a better return in winning customers’ hearts, minds and wallets.
And this is exactly what consumers want, too, as evidenced by multiple surveys in recent years, including those commissioned by Comptel in 2013 and 2012. These respectively proved that customers yearn for more personal interactions at every touch point – from the first interaction when they join the service, to when they are experiencing service issues, to when their needs are changing. Additionally, it revealed that they would even be willing to pay more for their digital and communications services if operators were more attentive.