What customers really wantA customer-centric strategy for telecom operatorsKlaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner StudyAmsterdamBahrainB

8 | StudyMobile network operators face similar problems with their data manage-ment systems, although they have a shorter company history. The major

9 | What customers really want – A customer-centric strategy for telecom operatorsProject example 1 – Optimizing a mobile operator's handset su

10 | StudyProject example 2 – Focusing regional sales effortsChallenge: A telecom operator's sales team wanted to focus its regional efforts. A

11 | What customers really want – A customer-centric strategy for telecom operators2) http://www.apple.com/investor/SEC 10K filing for 2010.Most, if

12 | Study3) http://www.google.com/corporate/index.html.4) http://www.googlelabs.com.Based on this analysis, Apple can effectively target customers f

13 | What customers really want – A customer-centric strategy for telecom operators5) http://www.ebayinc.com/values.6) HBR Interview with eBay CEO Jo

14 | Study2. The customer-centric philosophy: From vision to best practice "We have got to look at what customers expect us to do and deliver

15 | What customers really want – A customer-centric strategy for telecom operatorsLet's take a look at the retail industry, which has very slim

16 | Study8) cf. R. Gulati, J. Oldroyd: "The quest for customer focus", Harvard Business Review, April 2005.Blue chip industry partners wer

17 | What customers really want – A customer-centric strategy for telecom operatorsAt the start, the operator sets certain objectives (e.g. quantifyi

18 | Study2.1 Stage one: Centralized operationsIn the first stage, customer knowledge is centralized and pooled, e.g. in one single data warehouse.

19 | What customers really want – A customer-centric strategy for telecom operatorsOverall, targeted marketing efforts helped increase sales by 12% i

20 | StudySolution: We performed a value calculation, based on customer lifetime, ARPU generated and accumulated costs to find out what the true valu

21 | What customers really want – A customer-centric strategy for telecom operatorsIf a customer stops making some of his or her high-volume calls wi

22 | Study2.4 Stage four: Holistic operationsThis phase marks the final stage of customer centricity with a full change of customer philosophy. Her

23 | What customers really want – A customer-centric strategy for telecom operators9) As of end of Q2 2010.Best practice: AT&T – From old-style s

24 | Study2.5 How IT supports the transformation"When we began construction of the data warehouse, we realized we needed to arbitrate needs and

25 | What customers really want – A customer-centric strategy for telecom operatorsThe business process adaptations have to be translated into reliab

26 | StudyIndirect cost savings are more difficult to evaluate, e.g. higher call center efficiency is difficult to quantify in advance. To avoid defi

27 | What customers really want – A customer-centric strategy for telecom operators3. Outlook "I actually think most people don't want Go

What customers really wantKlaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner StudyA customer-centric strategy for telecom operators

28 | StudyThe authorsKlaus-Ulrich FeilerPartnerRoland Berger Strategy Consultants, Munich Phone: +49 160 744-8666 E-mail: [email protected]

What customers really wantA customer-centric strategy for telecom operatorsKlaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner StudyAmsterdamBahrainB

2 | StudyTable of contentsManagement summary 3 1. Why do telecom operators have difficulties understanding their customers? 4 1.1 Customer-

3 | What customers really want – A customer-centric strategy for telecom operatorsManagement summaryIdea: Customer centricity is more than a buzzwor

4 | Study1) Avanade: Global Survey: The Business Impact of Big Data, November 2010.1. Why do telecom operators have difficulties understanding the

5 | What customers really want – A customer-centric strategy for telecom operatorsHere are some examples of categories:Research data: Based on surve

6 | Study1.1.2 Isolated data gathering makes consolidation difficultData streams come from many different sources, and, to make matters worse, the

7 | What customers really want – A customer-centric strategy for telecom operators1.2 Incoherent internal structures make it difficult to transfor