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The Role of Contact Management in Retention & ARPU Stimulation

In this report we confront two major questions: how effectively have the MNOs been in exploiting these "touches", and what can they do to improve the effectiveness of their marketing through contacts in all channels. Contact management is examined from both the perspective of MNO to customer and within customer relationship groups. It asks whether MNOs are exploiting all the opportunities to foster loyalty and increased levels of communication and suggests how MNOs can optimise their performance in these areas.

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1
Overview
1
2
Introduction
2
3
Contact Management and CRM
3
3.1
Defining CRM
3
3.1.1
Vision
4
3.1.2
Management
4
3.1.3
Tools
4
3.2
CRM Technology
5
3.3
Contact Management Tools
6
3.3.1
The Bill
7
3.3.2
Credit Recharges
8
3.3.3
Customer Support
9
3.3.4
Web Site & Portal (Mobile and PC)
9
3.3.5
Direct Marketing/Promotion (by any media)
10
3.3.6
Mobile Phone Display
11
4
Contact Management and PRM
13
4.1
Defining PRM
13
4.2
Personal Contact Management Tools
14
5
Network Operator Approaches
17
5.1
Introduction
17
5.2
Example 1 - T-Mobile UK
17
5.2.1
Customer Contacts
17
5.2.2
Personal Contact Support
21
5.3
Example 2 - TIM Italy
23
5.3.1
Customer Contacts
23
5.3.2
Personal Contact Support
26
6
Customers and Relationships
29
6.1
Introduction
29
6.2
CRM and the Customer
29
6.3
The MNO/Customer Relationship
31
6.4
PRM and Traffic Stimulation
32
7
The Future of the Relationship
35
7.1
What Customers Want
35
7.2
Customer Expectations & MNO Behaviour
35
7.2.1
Are MNOs Intrusive?
35
7.2.2
Are MNOs Too Diffident?
36
7.3
Recommended MNO Actions
37