Let Context Drive Your Customer Approach
Posted on October 24th, 2011
A post from Mark Sten, senior VP of marketing and carrier relations, Globys
Customers expect their providers to know what they need. When they experience a high number of dropped calls, for example, they expect you to proactively contact them and credit their account for the dropped calls instead of hitting them with a one-off offer for a new service.
The key is delivering relevant communications – whether that’s an informational message, overage alert, discount offer, loyalty benefit or content – by determining the right context and the right message that will drive action. With this approach, organizations can increase the degree of engagement with their customers.
By better engaging customers across their entire life cycle, operators can maximize the lifetime value of each customer – whether a consumer, small- or medium-size business, or enterprise.
Consider an operator that wants to increase data revenue by leveraging context. A subscriber has low usage over a period of two months. Upon determining that the subscriber’s data usage is limited to news and web browsing, the operator delivers an initial offer of two hours of free web surfing from 5-7 pm which is the peak news hour. Then one day after peak usage, the subscriber receives an educational message highlighting the value of data related to browsing the web, email and apps. Once a usage pattern is set, the operator sends a message to the customer showing them a breakdown of their current usage – a message that reinforces value for the customer. Three months later when the subscriber gets a new phone, an SMS is sent to the customer describing features of the new phone. The next month the customer signs up for a 5GB data plan.
Leveraging contextual insights to deliver the right communication at the right time and place not only ensures relevance, but it helps operators enhance the customer experience in a way that maximizes lifetime value.
Operators need to adopt a true, context-driven customer lifecycle management approach – thinking in terms of each customer’s entire lifecycle and uncovering the right contexts in which to engage a customer with the right communication. It’s not just about up-selling and cross-selling products. It’s about delivering the right communication in a way that positively impacts the customer experience.
Originally appeared on telecomasia.net.
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