Building advocacy in telecommunications

In recent years Communications Service Providers (CSP’s) have been concentrating much of their efforts on improving customer loyalty. So how is the industry really doing today in terms of securing loyalty? Based on the results of the IBM global telecommunications consumer survey there is much room for improvement. With global results indicating that less than one fifth of consumers were advocates of their CSP’s.

The study which took into account the opinions of 13,000 consumers across 24 countries identified advocacy levels to be low with particularly low levels of advocacy for Australian CSP's. So why is advocacy in its customers so important to CSP’s? Advocates tend to remain customers longer, purchase more services, generate more profit and pass on positive messages to their social networks. The question CSP's should be asking themselves is what should we be doing differently?

Download the full report here (1.45MB)

Download executive summary here (866KB)

Telecommunications - Leverage the advantages of big data

With the industry forecasting up to 44 times growth in data volumes over the next 3-5 years the data explosion is the next big challenge for the telecommunication industry. Although ‘big data’ may be daunting for some, many service providers are recognising information as an asset. Through the use of analytics service providers can leverage this information to create data driven competitive insights. These insights can then be used to improve customer advocacy through better servicing of their needs.