Optimizing Value and Identifying The Most Profitable Customer
The level of choice and options – from pricing plans to the devices themselves – have added layer upon layer of complexity for today’s communications service providers. From new market entries threatening to lure market share away with the promise of unlimited data, robust infrastructure and advanced technologies, CSPs must look at how their total customer experience – from acquisition through to continued and sustained retention – is achieved.
The days of operating under a belief that the product is at the center of marketing efforts has been eliminated. Instead, a mandate for true customer centricity – where data, insights and a deep, real understanding of the customer and that customer’s impact on the business is a requirement.
The CMO Council will be investigating this evolution in the CSP space through a series of webinars designed to dissect unique areas of the overall customer experience. In our first installment, we will look at the shifting requirements of developing more targeted and relevant retention marketing strategies while advancing the customer experience. Some of the key issues our speakers will focus on include:
- Customer-centricity: Institutionalizing this in the corporate culture and DNA
- "Surgical" segmentation – identifying which customers may be hurting the business
- Customer relationship marketing strategies to reduce burn and minimize churn
- How AT&T is profiling customers to determine the most profitable route to engagement
- Presenting
- Alicia Dietsch, AT&T; Patrick Surry, Pitney Bowes Software; Liz Miller, CMO Council
- Channel
- CMO Council
- Date
-
Mar 07 2012
- Duration
- 01:01
- Tags
- CSP, retention, marketing, customer, experience
