Case Study: Loyalty & Retention

Client / Situation / Assignment

Identify and analyze best practice in Customer Loyalty Management for the SME business market for a fixed, mobile and internet converged environment
Recommend strategic and operational best practice methodologies, processes and procedures to improve Customer Loyalty, thereby reducing churn and increasing ARPU
Develop Implementation Plan for client to introduce the recommendation

Internal Audit

& Competitor

Research

Analysis & Recommendation

Development & Implementation

Interview conducted with 8 benchmarking partners from Europe and Scandinavia from Telecoms, Internet, Banking and Insurance Sectors
Mystery shopping and desk research done on direct competitors
Internal interviews conducted to assess gap analysis
Customer needs analysis completed
Recommendations for key areas of focus
Development of implementation plan for key areas

Gaps existed between customer expectation, competitor offerings, perceived industry best practice and the current client offering
Risk assessment on the areas highlighted the key focus point to address customer needs and expectations, yet still deliver a return on investment for the client.
The key areas for improvement :
- Account Management (direct sales)
- Channel Management & Commissioning (indirect conflicts)
- Welcome & Save Strategies
- Identification and Segmentation
- Logistics

Increased Awareness, Responsibility and Accountability across the business thereby focusing on the Customer
Strategic Recommendations and concise Implementation Strategy developed using work packs to clearly define what was required for improvement in each area
Internal departments now working together with cross-functional teams to address issues raised by the benchmark report
Greater focus on the impact of good customer management on reducing churn and increasing ARPU
Project Scope expanded to include project management of implementation for each work pack with a managed hand over to internal departmental managers