Loyalty by Numbers: An Integrated Approach for Telecom Companies

At most telecom operators, holistic customer management strategies still take a backseat to siloed customer acquisition efforts taking place in discrete lines of the business. To effectively compete moving forward, telecom providers must build an integrated data set about each customer; shift the culture to one where everyone thinks about customers in an integrated way; add essential skills in IT, marketing, and elsewhere; and define success and develop a system for measuring it.