Customer AcquisitionWith UK smartphone penetration at around 75%, and broadband likely to reach 95% by 2020, there’s now a comprehensive digital ecosystem in place. That’s why a lot of operator focus is now on customer retention rather than acquisition.
That presents challenges for telcos, but also opens up significant cross-sell and up-sell opportunities as businesses pursue smarter 4G upgrades, new data plan bundles and add-on tablet sales.
We’re also seeing a transition towards quad play, particularly following BT’s EE acquisition, with firms offering single source fixed line telephony, mobile phone contracts, broadband and digital TV.
Current challenges in the industry
While the latest UK Customer Satisfaction Index shows an increase in the telecoms sector, it still remains the lowest ranking – with one fifth of customers experiencing a problem in the last year.
Resolving this is a challenge for the whole industry. However, it’s clear that when it comes to fixing the customer experience offered there needs to be one key area of focus – reducing customer effort. With a growing number of challengers in the market, telco firms need to do more to stay in touch with customers, and be on hand to resolve issues quickly.
How we help telcos
C-Centric’s ability to mobilise hard to access data proves critical for telco businesses looking to unlock further trading value from customer interactions.
By bringing critical datasets – such as digital clickstreams, dialler logs and IVR/Chat transcripts – into play, C-Centric is able to create entirely new lead generation programmes for major telcos. Our skills mean we can identify and analyse potential interaction follow-ups from a telco’s online and social media sources. We then prioritise for real time delivery to appropriate channels via our C-CAM Campaign Management and Monitoring solution.
C-Centric’s blend of intelligent data skills and integrated campaign management hosted software solution can play a key role in supporting telco firms’ large-scale contact programmes. Our light touch approach builds on your existing data and CRM, contributing directly to acquisition and retention success.
Increasing digital conversion by 10%
C-Centric brought a mix of business analysis, data management, business intelligence and technical skills to create and deploy a customer data management system for EE Shops.
The goal was to improve digital conversion by combining EE’s database of potential customers that didn’t pass an initial credit check. When C-Centric transposed the data against additional datasets, it was able to identify a significant number of customers that could pass this check.
Sharing these warm leads with the EE outbound team has since contributed to a 10% uplift in EE’s digital conversion.
Other industry sectors …
Talk Talk said …
“With C-Centric and C-CAM we can build compliance monitoring into our campaign management tool from the outset. The result is that compliance becomes second nature, and is no longer seen as a hurdle to be overcome in sales calls.” – TalkTalk
