芬兰电信提升客户忠诚度方案

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1、BuildingLoyaltyandMinimisingChurninTelecomsSasjaLemmenLoyaltyProgrammesManagerTelfort25October2000NottobecopiedRetainingjust5%morecustomerscanincreaseprofitbymorethan25%Source:H.Bain&CoNottobecopiedPresentationStructureDemonstratethatCustomerLoyaltyinvolvesmoret

2、hanmeetstheeyeQuestionsNottobecopiedHistoryHowcanyoumakeyour(valuable)customerloyal?Whatistheimpactonyourinternalorganisation?ConclusionsNottobecopiedCharacteristicsDutchMobileMarket(16mio)TheDegreeofPenetrationisincreasing(%oftheDutchpopulationwhohasamobilephon

3、e)Current:57%ExpectedendofQ4:65%Highlycompetitivemarket5mobileoperatorsHighsubsidiesonhandsets(highacquisitioncosts)NottobecopiedHistoryTelfortBTFixed&Mobile2BrandsTelfortPak&BelTelfortClarityNottobecopiedTelfortPak&BelIntroductionOctober1998PrePaid&PostPaidPhon

4、eintheBoxTargetgroup:FirsttimeandSecondtimeusersImmediatelyactivatedbycallinganumberSIMlockfor12months.NocontractDataPrePaid:GeneratedbygivingextracallbalanceNottobecopiedTelfortClarityIntroduction:May1999PostpaidSimintheBoxTargetgroup:Frequent,highsegmenteduser

5、s12-monthcontract(monthlyinclusiveminutes)NottobecopiedDefinitionCustomerLoyaltyAlongtermrelationbetweenTelfortandthecustomer,basedonanemotional&financialvalue.NottobecopiedHistoryHowcanyoumakeyour(valuable)customerloyal?Whatistheimpactonyourinternalorganisation

6、?ConclusionsNottobecopiedObtaincustomersatisfactionMeetthecustomerexpectationsKnowwhatthecustomerwants,andwhenhewantsit.donotgivethecustomerareasontoleaveNottobecopiedHistoryHowcanyoumakeyour(valuable)customerloyal?Whatistheimpactonyourinternalorganisation?Concl

7、usionsNottobecopiedObtainCustomerSatisfactionMeetthecustomerexpectationsServiceCustomerServiceBillingCommunicationchanneltoneofvoiceNottobecopiedProductPerformanceQualityofnetworkQualityhandsetProposedaddedservices(e.g.Internationalroaming,SMS,toppingup,WAP)Nott

8、obecopiedGivecustomerwhathewantsenwhenhewantsit.DonotgivethecustomerareasontoleaveKnowwhoyourcustomeris?Value(present&future)Customerbehavior(usage)ProfileKnowwhathis