Careful Customer Care IS an Up-sell Strategy

Posted on September 7th, 2011

In a great interview on Connected Planet, Sr. director of marketing Lara Albert of Globys constructed an interesting metaphor relating to mobile provider’s customer care, “If you were teaching an infant to walk you wouldn’t set it on its feet, give it gentle push and then come back in a year’s time to see how it was getting on. That seems to be how telcos treat their customers. They put the energy in at the beginning of a contract and again just before the point of renewal. They need to get better at looking at customers over their entire lifecycle.”

Albert continues, “customers of an airline, for instance, want to be loyal. They want to be able to book a ticket and be looked after by one carrier. They know the benefits but both parties have to work at it. The same is true of any industry. Telco is no different and we need to understand that this lifecycle management piece is a key part of the competitive world we live in. But, like the baby, it is a case of learning to walk before you can run.”

Check out the article and read how writer Alex Leslie discusses the fine line between careful customer care and “bothering” your customers. With smart data analytics and good marketing messages, you can walk the line and reap the benefits of happy customers and higher ARPU.

Where do you think the line between intelligent customer care and harassment falls?

 

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