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How to operate on the current customer base for telecom operators - Jim Yan - Blog

How to operate on the current customer base for telecom operators

For the existing customer base, it’s best practice to adopt the CPC(cutomer/product/channel) operation principle, group the customers to build differentiated customary service strategies, improve customer experience, enhance customer loyalty by emotion and interest, perform the ever-going customer operation.

1 customer grouping: proper detailed grouping of the existing customers is the base of devising service strategy. Take advantages of the scientific reasonable customer value grade system to evaluate customers so as to implement the preservation policies of discount bargains etc. and to pinpoint the marketing recommendations.

2 differentiate products and services

(1)roll out customary packages: implement compatible packages to different customer groups.

(2)layer services: provide more value-added services to medium-to-high-end customers to improve customer feeling, such as more rapid solving speed, more power to enquiry launch.

(3)elevate costs of transformation:

1)thru the way of first-charge-then-return, improve customers’ feelings, meanwhile, elevate the financial costs of change.

2)build communication platforms between reps and customers such as online community, organize and invite customers to community activities to enhance customers’ recognition and the emotional tie between customers and brands, elevate the relationship cost of change.

(4)provide personal value-added services to improve customers’ feelings

1)construct a reasonable, effective and attractive platform for accumulating scores, which can be used to exchange for useful items including communication fees.

2)provide 3A services system to VIP customers, including network service, customer service and additional services(community construction, business alliance, quick-boarding, special magazines for group customers, etc.).

3)provide services of gold-card and business trips to strengthen the bond with customers so as to sharpen the competitive edge.

4)design the customer-centered service products, speed up the design to realize the simultaneousness between the responding to customer requirement and the channel promotion.

(5)offer customers ways to obtain social-belonging senses

1)establish the brand club, organize colorful activities for high-value customers, form the social life circles to enhance the stickiness with the high-value customers.

2)collect and propagandize the stories of relationships between customers and brands.

(6)implementation of the mechanism of customer revisiting: make outbound calls to customers having been interacted with before, collect advice to improve services.

3 improve customer experience of all channels

(1)perfect construction of “2W”(short for Weibo and Wechat): target Weibo(Chinese counterpart of twitter) to brand propaganda and activity promotion, target Wechat(an OTT app used for instant communication) to function support for most commonly used transactions such as the business enquiries and queries. Shunt the manual call volumes by developing the self-service E-channels so as to realize the call value enhancement.

(2)function uplifting for app: focus on customers’ core concerns suchas network complaints, fee complaints, connect different departments to resolve the top5 altogether.

(3)display hottest business first: display the top20 business names in the ranking on every E-channel, stimulate customers to follow the crowd to contribute to the whole business growth.

Publish Date: January 8, 2014 6:49 AM

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