We’re all aware of the huge number of connected devices in circulation, and we all know that smartphone users are generating heavy data traffic, thanks to a booming demand for access to data-rich applications on the go. This presents both challenges and opportunities for operators. The popularity of OTT services such as Skype and WhatsApp, for example, has eaten into operators’ margins, and driven them to adopt data-driven business models to remain competitive.
With revenues under threat, any loss in customer numbers – however small – can pile even more pressure on telcos. Factors like service quality and customer experience can make or break a carrier’s reputation and can significantly influence subscriber churn.
Operators know that most users expect low-cost data and high-quality, consistent connectivity. But to further enhance the customer experience and promote ‘stickiness,’ they need insight into what, why and when subscribers are using their services. Armed with this insight, they can offer personalised packages and incentives which both improve the individual customer experience and boost revenues.
A wealth of network and user generated data lies at operators’ fingertips; what’s needed next is the appropriate toolkit to turn insight into action. Take roaming: while many EU roamers are now using their phones in member states as they would at home, as many as 20% still roam silently due to lack of awareness about the legislation and its enormous benefits. Outside of the EU, the issue of silent roamers remains a challenge and a barrier to revenue growth for operators.
This is where the customer insight is key. Understanding how subscribers use their phones both at home and abroad allows operators to create tailored roaming bundles – such as a set daily amount of international data for a fixed fee – or send messages to travellers in real time explaining how they can utilise Roam Like at Home. This helps to enhance the customer experience, ultimately promoting loyalty.
The customer experience can also be enhanced via personalised bundles which boost smartphone usage and help build a strong – and long-lasting – customer/operator relationship. This could mean sending customers alerts and notifications about real-time data use, warning them when they’re near their limit to avoid bill shock, while offering ad-on data packages.
Loyalty is precious but tricky to build and maintain today: many subscribers won’t stick around with an operator if service quality is poor, or prices are high. Understanding your customer is key to building loyalty, and BICS has developed the toolkit to allow operators to do just that – in a way that’s straightforward to deploy, and cost-effective to maintain. More information on BICS’ portfolio of business intelligence and analytics solutions can be found here.