Moving From SIM Centricity to an Account Focus
2017.06.26   |   24 pages   |   Customer Experience and Connection

Author:
Nicola Warren


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MNOs have traditionally focused on the SIM as the main customer identifier.  As levels of multi-device ownership have increased and operators have identified diversification into new service areas as an essential component of future growth, the SIM no longer providers a sufficiently complete picture of customer relationships and the potential for future business.

MNOs need to develop broader account views of their customers, using all the data at their disposal in a consistent and consolidated manner, so they can add value in response to customer requirements and proactively identify future growth opportunities.

  • An account view should also improve co-ordination and collaboration across business areas, resulting in a unified and positive customer experience and greater customer satisfaction. 

This report is intended to encourage operators to look beyond the SIM to identify the total account (or household) potential and capture a greater share of the value this represents.

 

Companies: Verizon, O2 Czech Republic, Virgin Media, Singtel, KDDI, TELUS, Deutsche Telekom,

Countries: USA, Czech Republic, UK, Singapore, Japan, Germany, Canada,

Keywords: unified view of customer, diversification, individual customer, big data, SIM-based, next best offer, cross-service, mobile-first, au ID, average revenue per account, cross selling, unified customer care, federated identity, mobile, account-based segmentation, ARPA, customer-centred, Account-centric, performance metrics, MagentaSERVICE, au Economic Zone, RGU, Smart Pass, customer loyalty, 3M strategy, unified customer experience, household customer, personalised sales, digital transformation, Customer identifier, upselling, SIM-centric, customer relationship management, unified segmentation, Telco 2.0, ARPU, ARPH, fixed line, average revenue per household, non-bill paying customer, multi-service, convergence, account-based, average revenue per user, revenue generating unit, unified interface, digital connections,

1

Overview

1

2

Introduction

2

2.1

Background to the Report

2

2.2

Report Content

2

2.3

Currency and Conversions

3

2.4

Further Questions and Feedback

3

3

Need for a New View of the Customer

4

4

Implementing the Change

5

4.1

The Shift to Account-level Performance Metrics

5

4.2

Establishing a Unified View of the Customer

6

4.3

A Single, Account-based Segmentation

8

4.4

Converged Customer Service

9

4.4.1

Non-bill Paying Users within an Account

10

4.5

Cross-selling and Upselling

11

4.6

Customer Loyalty

12

5

Account Centric Initiatives

14

5.1

Introduction

14

5.2

KDDI, Japan: Unified View of Customer

14

5.3

TELUS, Canada: Account-based Segmentation

17

5.4

Deutsche Telekom, Germany: Account-level Mobile Service App

20

6

Key Findings

22

7

Recommendations

24

 

Appendix – Feedback Questions

25

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