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Mobile Providers Are Ho-Hum Where It Comes to Customer Relationships

Fixed Mobile Convergence

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Mobile Providers Are Ho-Hum Where It Comes to Customer Relationships
June 23, 2009
By Gary Kim, Contributing Editor


Mobile provider efforts to acquire, retain and enhance the value of customers have been predictable and largely ineffective, according to Carlson Marketing. Put another way, customer relationships with mobile providers are about on a par with their relationships with airlines and retailers.

So what can wireless providers do to enhance their customer relationships? Recognize the value some customers represent and give them special service treatment, Carlson Marketing suggests.
Say “thank you” more often, thanking customers for their business. Recognize customers for their tenure.
Offer to save customers money on their service plans, instead of allowing them to remain on plans their usage history suggests are not optimal.
Correct bills when they are in error, instead of waiting for customers to complain.
Ask for feedback on the company’s performance. Make an apology for a mistake made by the company.
“The problem is that business success is extremely difficult today — probably more difficult than it has ever been,” said Don Peppers and Martha Rogers, Ph.D., founding partners, Peppers & Rogers Group.
“All the easy growth has now occurred,” they note. “Every household in the industrialized world already has one or two or more cars, a washing machine, television sets in different rooms, and a cell phone (or several).”

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Gary Kim (News - Alert) is a contributing editor for TMCnet. To read more of Gary’s articles, please visit his columnist page.

Edited by Michael Dinan

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