Apple Telecom Instrukcja Użytkownika Pobierz pdf (Strona 5)

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

Management summary

Idea: Customer centricity is more than a buzzword: it is a philosophy

centered around the customer's individual needs. It must be incorporated

in the corporate strategy and should permeate the entire organization. Devel-

oping this in-depth customer understanding is crucial in keeping a competi-

tive edge in the telecom industry.

Status quo: Telecom operators are facing huge challenges. In saturated and

highly competitive markets, their services are quickly becoming a commodi-

ty. At the same time, margins are shrinking. Many operators are launching

"customer-first" or "customer-centric" initiatives. But often they are not able

to deliver the goods. Players from adjacent online industries such as Apple,

Google or eBay are leveraging their customer knowledge much better and

are defining the benchmark for customer understanding and experience.

Telecom operators have very complex and non-harmonized data structures

that result from legacy systems and incoherent processes. Drawing valuable

knowledge from such data today still involves a lot of manual work. Against

this backdrop, customer centricity based on true customer knowledge

remains a very elusive concept.

Approach: This study presents a roadmap on how telecom operators can

become customer-centric organizations. Senior management has to initiate

a change in philosophy and develop the business strategy around customer

needs. The basic requirement for success is reliable data management. In

this study, we set out to illustrate how the data strategy can help support

the customer strategy at each step of the way. Our framework helps set up

the business case, redesign the relevant processes and adapt the IT land-

scape to the new requirements.

This study is based on interviews with European telecom managers. It also

draws on extensive Roland Berger project experience in strategic marketing,

sales, service, business intelligence and CRM. We illustrate our findings with

project examples and best practices from inside and outside of the telecom

industry. We intentionally exaggerate at times, knowing that the picture is

not only black and white but has a lot of gray. We are also aware that opera-

tors are improving the situation and taking on the challenge. The challenge

is huge and the way is long – we therefore want to encourage them to go

the distance. We trust that this study can contribute some valuable insights

for the journey.

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Apple Telecom Instrukcja Użytkownika Strona 5