Marketing campaigns are won and lost on the accessibility and quality of the data companies have about their customers. On paper, telecom operators have a huge advantage in this area because no sector holds the same volume or variety of customer data. But are these firms really making the most of this?
Marketing campaigns are won and lost on the accessibility and quality of the data companies have about their customers. On paper, telecom operators have a huge advantage in this area because no sector holds the same volume or variety of customer data. But are these firms really making the most of this?
In order to find out, in the spring of 2022 we conducted two surveys – one of telcos and one of their customers – to see what operators are really doing with their customer data, as well as what their customers think of their efforts.
To discuss the findings, our Chief Client Officer Sharifah Amirah sat down with the Editor of Mobile Europe Annie Turner and Partner at DPN Associates Simon Blanchard for a webinar as part of Talking Telecoms Week in July 2022.
Among the topics up for debate during the session were:
In order to make personalization work and move away from ineffective mass-marketing campaigns, operators first have to ensure they have a clear understanding of what this looks like in practice.
Sharifah explains that personalization is all about understanding who their customers are on a one-to-one level, and targeting them with offers that address them directly
It’s clear there’s a gap in perception between how well telcos think they’re doing personalization and what these customers think. In fact, customers are only half as likely as marketers to think that telcos are offering a good experience.
One reason why operators aren’t doing personalization as well as they could be is they’re not using all the resources they have available. For instance, only 30 percent of firms use weblogs in their marketing, despite the fact this is a hugely valuable and unique resource. Our panel discussed what can be done to address these issues and change their mindset to prioritize personalization.
Another major theme discussed in the webinar was how telcos handle issues of consent and privacy. While many firms currently view these issues as a barrier to compliance, could they actually be an enabler?
If firms can make the most of these opportunities, the rewards can be immense, enabling operators to tap into millions of dollars of missing revenue, with customers 25 times more likely to reward firms that do this well.
What fun and what an honor to host a fireside chat with Professor Jose Luis Nueno of IESE Business School and Merkle CTO Matthew Mobley! In brief, he discussed the intense pressures already hurting traditional retailers in the EU and US before the Covid-19 pandemic, which had resulted in falling revenue. Now weakened further by the pandemic, they face tough challenges adapting to the new normal.
AI is evolving at an unprecedented pace, reshaping industries and consumer relationships. At IESE’s Global Alumni Reunion, Jonathan Lakin, CEO of Intent HQ, shared insights into AI’s exponential growth, privacy-focused solutions like Edge AI, and the organizational challenges of adapting to autonomous systems. The future is here, are you ready to thrive?
The current situation with millions of people confined to home and eschewing physical meetings has highlighted the way that social media has captured our imagination.
On the 28th of May, we hosted the Intent HQ 3rd Annual IESE Congress, where we explored the impact of AI on customer loyalty and loyalty programs, and its effect on consumer goods and services. Key Takeaways Throughout the day, leading experts and brand executives shared insights on the transformation of customer loyalty and the […]