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.
These days, the main discernible difference between two telco brands is often the way they treat their customers. We talk about enhancing the ‘customer experience’ and improving the ‘customer journey’ – but creating a real stand-out amongst competitors depends on developing a much deeper, more human-like understanding of customers than ever before. Telcos know that […]
Earlier this month, we invited Forrester Analyst, Brandon Purcell, to share his thoughts on practical AI applications in Customer Experience. The thought-provoking session included an interactive element; with Brandon inviting the audience to debunk certain AI myths.
It seems unlikely that telcos are a rich breeding ground for the next set of breakthroughs in AI, but they are, they just don’t know it.
Improving return on investment should be a top priority for communication service providers (CSPs) in their marketing campaigns. Yet in many cases, even though these companies have a wealth of information available about their customers, they aren’t using this effectively to deliver better, more personalized messaging. As a result, many campaigns are too generic or […]