Managing customer relationships

As the various players in the telecom space—fixed, mobile, cable, resellers—assemble and roll out their triple-play and even quadruple-play bundles, convergence is becoming an everyday reality for consumers. As companies strive to manage expanding product offerings, diminishing competitive differentiation, and increasingly powerful and demanding customers, the winners will be those telcos that convince their customers to buy and keep more products and services as well as meet and exceed their customers’ expectations at all critical customer touch points.

Faced with this challenge, traditional product-oriented organisational structures and systems are simply no longer up to the job. The answer lies in ensuring that all divisions of the company have a complete understanding of the customer’s expectations of their products, services, and business processes that deliver and support them. This requires an alignment of the customer relationship management (CRM) programme and supporting organisational structures, processes, and technologies to achieve a sustained excellence in customer experience, service, and responsiveness.

How PricewaterhouseCoopers can help

PricewaterhouseCoopers takes a holistic approach to optimising commercial processes and successfully managing customer relationships, starting by identifying the key customer drivers, analysing the true profitability of products and customers using customer lifetime value analysis, and evaluating the effectiveness of existing commercial processes in achieving customer relationship and profitability objectives. This analysis enables us to further evaluate relevant products and services, improve marketing and sales channel performance, and achieve operational excellence in customer care and customer service processes.