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27 | What customers really want – A customer-centric strategy for telecom operators

3. Outlook

"I actually think most people don't want Google to answer their ques-

tions, they want Google to tell them what they should be doing next."

Eric Schmidt, CEO of Google, in The Wall Street Journal Europe,

August 16, 2010

Customer centricity will separate the wheat from the chaff in the telecom

industry. In the long run, consolidation in the market will be driven by cus-

tomer orientation. You either know your customers or you're out, gobbled

up by competitors that know their customers better. In other words, the

players in the telecom industry will differentiate themselves in terms of

how customer-centric their strategies are, and their ability to implement

them in the next decade.

Customer-centric operators will follow our holistic customer philosophy

and gradually align their business processes to their new strategy. In doing

so, new technologies will efficiently support their customer processes. New

forms of interaction as defined by today's social networks will also change

the way they see their customers. The winners will understand these

changes and adapt their business processes fast and rigorously.

Today's management vision will turn into customer-centric reality in the

future. Even if the timeline is difficult to predict, we believe that the first

telecom operators to handle their customers in a holistic manner will

emerge in three to five years.

The rest – the "chaff" – will fail to transform and adapt their business models

quickly enough. They will remain stuck in the old world, and disappear. We

all know the famous examples from other industries – former icons crumble

and vanish because they lost sight of their customers' true needs.

Management still has to provide the answers to some key questions: What

do our customers really want? How can we anticipate and identify their

needs? And how can we create products and services that fulfill these

needs? The answers tomorrow will be much more sophisticated and

customer-specific than today. But if operators find the right approach and

answers, they will hold their own in an increasingly contested market.

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