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.
In this second instalment, we will discuss how to achieve a position of digital privacy leadership. Here’s how to exceed customer expectations about privacy and build stronger relationships with consumers based on trust and empowerment.
Having worked in Marketing for over 25 years, much of it in relationship marketing and loyalty, I am not sure that many days have gone by where the words brand and sticky, or some synonym for sticky haven’t been mentioned in the same sentence, PowerPoint slide or plan on a page.
Nowadays words like “agile”, “lean”, “scrum” or “kanban” have been abused so many times that some of its initial values or ideas have been lost. Many people think (and say) they are agile because they do stand-ups; some others are trying to come up with new “smart” acronyms (SAFe, LeSS…) for unknown reasons (because the old buzzwords don’t sell anymore?)
Join Intent HQ and Databricks at Big Data Ldn 2023. Learn how Intent HQ uses Causal AI to understand what motivates customers to engage positively with a subscription model business.