Customer retention centres: A sign you’ve already failed
Posted by Cindy Etsell in Customer intelligence, Customer experience on Mon, 25/07/2011 - 01:02
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Cindy Etsell of SAS UK outlines how telcos need to break down departmental barriers and use customer information to increase loyalty and prevent churn.
The telco market faces a number of challenges with the mobile market now exceeding saturation, fierce market competition, the emergence of mobile banking and bandwidth continuing to rise. Against this backdrop, even the smallest level of dissatisfaction can lead customers to deflect.
To deal with these challenges, many telcos are establishing dedicated customer retention centres to handle unhappy clients and lure them back in with cut price offers. But taking action from a departmentalised view can risk relationships with profitable customers. To my mind, dedicated customer retention centres are a sure sign that the company has already failed to engage individuals and keep them loyal.
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