芬兰电信提升客户忠诚度方案.ppt

S. Lemmen Building Loyalty and Minimising Churn in Telecoms Sasja Lemmen Loyalty Programmes Manager Telfort 25 October 2000 Retaining just 5% more customers can increase profit by more than 25% Presentation Structure Demonstrate that Customer Loyalty involves more than meets the eye Questions History How can you make your (valuable) customer loyal? What is the impact on your internal organisation? Conclusions Characteristics Dutch Mobile Market (16 mio) The Degree of Penetration is increasing (% of the Dutch population who has a mobile phone) Current: 57% Expected end of Q4: 65% Highly competitive market 5 mobile operators High subsidies on handsets (high acquisition costs) History Telfort BT Fixed Mobile 2 Brands Telfort Pak Bel Telfort Clarity Telfort Pak Bel Introduction October 1998 Pre Paid Post Paid Phone in the Box Target group: First time and Second time users Immediately activated by calling a number SIM lock for 12 months. No contract Data Pre Paid: Generated by giving extra call balance Telfort Clarity Introduction: May 1999 Post paid Sim in the Box Target group: Frequent, high segmented users 12-month contract (monthly inclusive minutes) Definition Customer Loyalty A long term relation between Telfort and the customer, based on an emotional financial value. History How can you make your (valuable) customer loyal? What is the impact on your internal organisation? Conclusions Obtain customer satisfaction Meet the customer expectations Know what the customer wants, and when he wants it. do not give the customer a reason to leave History How can you make your (valuable) customer loyal? What is the impact on your internal organisation? Conclusions Obtain Customer Satisfaction Meet the customer expectations Service Customer Service Billing Communication channel tone of voice Product Performance Quality of network Quality handset Proposed added services ( e.g. International roaming, SMS, topping up, WAP) Give customer what he wan