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Market Research Report

MAXIMISING CUSTOMER LIFETIME VALUES THROUGH IMPROVED CUSTOMER CARE

Published by Mobile Market Development Ltd Product code 610059
Published Content info 31 Pages
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MAXIMISING CUSTOMER LIFETIME VALUES THROUGH IMPROVED CUSTOMER CARE
Published: March 6, 2018 Content info: 31 Pages
Description

Increasing numbers of mobile operators are improving their customer care in the hope of increasing customers' loyalty and thereby minimise the high levels of cost associated with high levels of customer churn.

However, low levels of churn are not in themselves a guarantee of a profitable business since that also depends on the levels of ARPU and gross margin, or EBITDA.

Customer lifetime value (CLV) provide a convenient single measure which takes account of all three KPIs and has the merit of revealing their optimum mix.

It also provides a convenient measure with which to assess the effectiveness of improved customer care on overall business performance.

In this report we look at the actions taken by three major MNOs, O2, Telstra and TELUS to improve customer care and compare their CLVs with other operators operating in the same markets.

Companies: TELUS, Bell Canada, Rogers, Telstra, Optus, Vodafone Australia, Telefonica O2, Vodafone UK, Three UK, EE, Hutchison, Capita, Salesforce, SAS, Siebel, Accenture, IBM,

Countries: Australia, Canada, UK,

Table of Contents

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Customer Lifetime Value

  • 3.1 Definition of CLV
  • 3.2 Application and Methodology
  • 3.3 Churn and Lifetime
  • 3.4 CLV and Profitability
  • 3.5 Assumptions

4 Case Studies

  • 4.1 Introduction
  • 4.2 TELUS - Canada
    • 4.2.1 Strategy
    • 4.2.2 Management and Staff Engagement
    • 4.2.3 Customer Facing Actions
    • 4.2.4 Customer Satisfaction
    • 4.2.5 TELUS Customer Lifetimes 2009-2017
  • 4.3 Telefónica O2 - the UK
    • 4.3.1 Strategy
    • 4.3.2 Organisation & Outsourcing Customer Care
    • 4.3.3 Ease of Use and Automation
    • 4.3.4 O2 Priority and Refresh
    • 4.3.5 O2 Customer Lifetimes 2009-2017
  • 4.4 Telstra - Australia
    • 4.4.1 Strategy
    • 4.4.2 Organisation
    • 4.4.3 Customer Satisfaction
    • 4.4.4 Database
    • 4.4.5 Networks
    • 4.4.6 Telstra Customer Lifetimes 2009-2017

5 Comparative CLV Performance

  • 5.1 Introduction
  • 5.2 TELUS and Canada
    • 5.2.1 KPIs: Lifetime, EBITDA and ARPU
    • 5.2.2 Canadian CLVs
  • 5.3 O2 and the UK
    • 5.3.1 Introduction
    • 5.3.2 UK KPIs: Lifetime, EBITDA and ARPU
    • 5.3.3 UK CLVs
  • 5.4 Telstra and Australia
    • 5.4.1 KPIs: Lifetime, EBITDA and ARPU
    • 5.4.2 Australian CLVs

6 Findings and Conclusions

  • 6.1 Introduction
  • 6.2 Achieving High CLVs
  • 6.3 Increasing Customer Lifetimes

7 Recommendations

Appendix - Feedback Questions

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