Changing market dynamics
How to drive greater customer lifetime value?
Growth in mobile service revenues is proving harder to find as markets become saturated and competition grows.
The opportunity lies in driving greater lifetime value from the existing customer base, by encouraging customers to consume more and to stay longer. However, the challenge is how to engage with customers in a relevant manner when the customer relationship is often a one-way street and operator brand perception and exposure is low.
Earn customers’ loyalty through relevant engagement
Instead of sending out offers that are not relevant to individual users or which do not reflect the capabilities of their devices, mobile operators can easily create personalized offers. For example, relevant service upgrades can be automatically promoted to users of a particular device model on a predefined occasion, such as activation of a new device.
This has real business benefits: it can help to build loyalty, increase customers’ spending and eventually drive greater customer lifetime value.