Marketing campaigns are won and lost on the accessibility and quality of companies’ data about their customers – and how smartly they use it. Across every industry, this makes customers’ data a hugely valuable asset and means of gaining competitive advantage. No sector holds more data about their customers than telcos.
In the spring of 2022, we conducted two surveys. One targeted at consumers, which explored how they feel about their data being used to make marketing, offers and services more relevant and personal to them, and if operators are meeting their expectations.
The second survey probed operators about their attitudes towards using customers’ data for these purposes, how they are using it, and why they make those choices. The results highlighted that they are far from making the most of their data assets. For example, we found that less than a third of operator respondents are using weblogs from within their network data to improve customer experience and marketing to them, although this fabulously rich source of insights is unique to them.
We dug down further to extract some fascinating, more granular understanding of operators’ attitudes and concerns, which often differed radically from those of our consumer respondents. In short, we discovered that operators are leaving millions on the table and failing to meet their customers’ expectations.
Download our 24 page free report now to see the very different views between operators and consumers when it comes to personalization and using customer data.
Growth, levelling and decline are clearly observed across some of the major offerings as well as highlighting emerging players. As Netflix continues its global growth, many other providers of TV/Movie services are enabling their own on-demand capabilities.
At IQPC’s recent CX Telecoms Exchange in London, Intent HQ hosted a Think Tank session tackling some of the key challenges faced by Telcos today. The packed-out session was led by our Chief Client Officer, Sharifah Amirah and our VP Global Sales, Dave Wardell. Delegates were challenged to assess how mature their organisation is in terms of Customer Intelligence. We discussed their organisation’s ‘readiness’ to support a Customer-First approach, and ability to win back customer wallet share from the FANG players.
If attention is the new currency, there simply isn’t enough of it to go around. Click-through rates are in the gutter, adblock use is growing, free reach on social isn’t free anymore, and organic search traffic is declining.
Here at Intent HQ we deal with code on a daily basis (is there any software engineering team who doesn’t?). So, when we are about to hire somebody, her ability to write code is probably the skill we will take into account the most. That’s why we do have a coding interview in our process.