The Role of Contact Management in Retention & ARPU Stimulation
2005.11.23   |   38 pages   |   Consumer Contract Segment   |   Maximising Prepay Cellular Profit

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European mobile markets are reaching penetration levels where retaining existing customers and increasing their level of usage is much more important for future profitability. Levels of both ARPU and churn can be considerably influenced by the effectiveness of contact management between the MNO and its customers, and between those customers.

In this report we confront two major questions: how effectively have the MNOs been in exploiting these "touches", and what can they do to improve the effectiveness of their marketing through contacts in all channels. Contact management is examined from both the perspective of MNO to customer and within customer relationship groups. It asks whether MNOs are exploiting all the opportunities to foster loyalty and increased levels of communication and suggests how MNOs can optimise their performance in these areas.

Keywords: loyalty, performance, optimise, stimulation, touchpoints, stimulate, management, touches, usage, retention, touchpoint, effectively, exploit, solutions, influenced, optimize, revenue, contact,

1 Overview 1
2 Introduction 2
3 Contact Management and CRM 3
3.1 Defining CRM 3
3.1.1 Vision 4
3.1.2 Management 4
3.1.3 Tools 4
3.2 CRM Technology 5
3.3 Contact Management Tools 6
3.3.1 The Bill 7
3.3.2 Credit Recharges 8
3.3.3 Customer Support 9
3.3.4 Web Site & Portal (Mobile and PC) 9
3.3.5 Direct Marketing/Promotion (by any media) 10
3.3.6 Mobile Phone Display 11
4 Contact Management and PRM 13
4.1 Defining PRM 13
4.2 Personal Contact Management Tools 14
5 Network Operator Approaches 17
5.1 Introduction 17
5.2 Example 1 - T-Mobile UK 17
5.2.1 Customer Contacts 17
5.2.2 Personal Contact Support 21
5.3 Example 2 - TIM Italy 23
5.3.1 Customer Contacts 23
5.3.2 Personal Contact Support 26
6 Customers and Relationships 29
6.1 Introduction 29
6.2 CRM and the Customer 29
6.3 The MNO/Customer Relationship 31
6.4 PRM and Traffic Stimulation 32
7 The Future of the Relationship 35
7.1 What Customers Want 35
7.2 Customer Expectations & MNO Behaviour 35
7.2.1 Are MNOs Intrusive? 35
7.2.2 Are MNOs Too Diffident? 36
7.3 Recommended MNO Actions 37

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