Today, new telecom technologies, globalisation, increased competition, and increased customer mobility have radically changed ways people communicate. Telecom operators around the world are in a race to offer customers a multiplicity of converging services/products at equally attractive and competitive prices. Today, many operators, especially incumbents, are struggling to fight new entrants, to win new customers, to reduce customer churn, and to protect their dramatically eroded profits (declining revenues versus increasing marketing and customer management expenses). Today, operators are on average losing 8-10 per cent of their customers each year. To minimise their losses of revenue and/or explore new revenue opportunities, telecom operators have to re-think their marketing and customer retention strategies and practices.
Mohamed Jamoussi is a senior advisor for Saudi Telecom (STC)
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