From Customer Insights to Human Understanding eBook
1 min. Read
Why Telcos Need Personalization to Survive
Telcos are at an inflection point. For years, they’ve faced mounting pressure from better-funded, more innovative tech competitors, and seen a return on investment, profits and market share slowly dwindle.
When the pandemic hit, that pressure increased again. Suddenly, telcos were at the center of our lives; for many, the only means to connect with the outside world. And while leading operators handled that admirably, the crisis threw the reality of changed customer expectations – and the need to accelerate digital transformation to address them – into stark relief.
In such a volatile economic environment, it’s time to think critically about how telcos re-engage customers and reclaim the market. McKinsey lists ‘approach to customer engagement’ and ‘ability to leverage data’ as 2 of its 5 focus areas for telcos. Building strong personalization strategies satisfies both.
What to expect from this eBook:
How telcos can use True Personalization as a powerful marketing tool
How to drive better campaign performance
How Intent HQ helped Verizon extract and make sense of its weblog data to gain a real human understanding of their customers
How to enable True Personalization at scale with the Intent HQ Platform
Utter the words ‘data breach’, and the news spreads just as fast as any 5G network. Over the past 10 years, there have been 300 data breaches involving the theft of 100,000 or more records according to Forbes. And per the World Economic Forum, as of 2019, cyber-attacks are considered among the top five risks to global stability. Sadly, this news isn’t new. But considering that most of the individuals affected by the T-Mobile breach weren’t even existing customers, the headline doesn’t evoke much confidence.
By no means all of the regulatory action under GDPR has been accomplished through fines on organizations. It is expected that the EU legal consensus regarding privacy will strongly influence their behavior. Since GDPR’s introduction, most regulators have taken a consultative stance, giving advice and looking for incremental improvements in behavior.
Telcos are at an inflection point. For years, they’ve faced mounting pressure from better-funded, more innovative tech competitors, and seen a return on investment, profits and market share slowly dwindle.
Mass marketing doesn’t work for consumers, the environment, or your company’s ROI. Read our webinar recap – Mass Marketing is Broken. How Sustainable Strategies Are Fixing This.