This IDC Insight reviews customer loyalty programs offered by CEE operators in the context of broader trends impacting the region's telecommunications markets. The study begins with specific market trends framing telecom operators' strategic decisions and how customer loyalty programs fit within their strategies. It then considers the factors that CEE operators must take into account as they devise and implement their loyalty programs. The study also reviews customer loyalty program structures used by operators in the CEE region, with a brief look at select operators' customer loyalty programs. The Insight concludes by offering recommendations to CEE telecom operators on how to structure their loyalty programs to support the near-term goal of limiting customer churn and maintaining ARPU levels but with a view to the longer-term support of their business objectives and strategies.
Table of Contents
Table of Contents
IDC Opinion
In This Insight
Situation Overview
CEE Telecom Market Trends and Customer Loyalty Programs
Increasing Market Maturation
Migration to Postpaid Contracts
The Smartphone Explosion
Customer Loyalty Programs in CEE
The Necessity for CEE Operators to Have a Loyalty Program
Types of Customer Loyalty Program Structure
Points
Event
Retail Discount Card
Set Specials with Partner Retailers
Premium Customers
Top-Up Rewards (Prepaid)
Influence of Parent Companies
Corporate Loyalty Programs
Challenges Facing Customer Loyalty Programs in CEE
Economics of Loyalty Programs in CEE
Making Loyalty Programs Valuable Across CEE Customer Bases
Tying Results to Loyalty Programs
Future Outlook
Making Rewards Meaningful
Digging Deeper to Evaluate Reward Programs' Effectiveness
Segmenting Loyalty Programs, Whether Formally or Informally
Using Loyalty Programs to Support Multiplay Bundles
Using Customer Loyalty Programs as a Bridge to New Services
Table: Points-Based Loyalty Program Structure
Table: Event Loyalty Program Structure
Table: Retail Discount Card Loyalty Program Structure
Table: Set Specials with Partners Loyalty Program Structure
Table: Premium Customers Loyalty Program Structure
Table: Top-Up Loyalty Program Structure (Prepaid)
Figure: CEE Mobile Voice Penetration Rates by Market, 2011
Figure: Consumer Spending on Core Telecom Services Year-on-Year Change, 2008-2011
Figure: Postpaid as Percentage of Total Mobile Voice Connections, 2007 Versus 2011
Figure: Smartphones as Percentage of Total Mobile Phones Shipped in CEE, 1Q09-1Q12
Figure: Average Voice and Data Spending per Mobile Voice Connection, 2011
Operator Customer Loyalty Programs in CEE: Bringing Customers Closer published by IDC in June 22, 2012. This report consists of Pages: 18 and the price starts from US $ 4500.
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