Hyper-Personalization: 8 things Telcos need to know about customers
Customer expectations are now higher than ever as businesses strive to provide the perfect customer experience with a more personalised approach.
Customer expectations are now higher than ever as businesses strive to provide the perfect customer experience with a more personalised approach.
Welcome to the future of business innovation. In our comprehensive eBook, we unveil the transformative power of Edge computing and equip you with the knowledge and strategies needed to stay ahead in today’s rapidly evolving landscape.
In the Great Competitive Paradox story, we mentioned the concept of the Digital Twin. We described how the FANG companies create a digital profile that represents part of the real customer. They use this profile in order to engage in a more individual way, creating a highly personalised customer experience that in turn leads to a magnetic, sticky attraction to their brand.
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.
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.
Instead of being a silent consumer of products and services, the customer is becoming the center of the business universe. Leading brands are listening to their customers and introducing the practice of hyper-personalization.
In today’s world, technology is moving at speed. Disruption is occurring so frequently across so many industries even the biggest businesses are concerned about survival. They are right to be worried. Just look at the Netflix example, they are a classic disruptor. They have come into a world of TV and movies and changed the game.
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.
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.
Over the last 20 years, there’s no piece of technology that has revolutionised the way we live and work more than the mobile phone. It has transformed from a clunky curiosity to a powerful pocket computer that is all things to all people.
Here’s the theory: if we take all the data we possess about customers, we could deduce a great deal and draw powerful insights. We could use this information to enhance customer experience better look after our customers and sell better products and services, tailored to their needs.
Telco Customer Experience and Marketing teams are failing to make emotional connections with their customers. They are frustrated because they are unable to use all of their data to develop rich customer insights. To add to their frustration they see other companies using data in a more personalised and engaging way than they are – we call this the Great Competitive Paradox.