Optimizing the Consumer Communication Service Sales Channel
The intent of telecom regulators, back in the early 1980s, was to achieve a competitive environment in the US telecommunications market by breaking up the Bell System. Whatever else that breakup might have achieved, it has certainly increased the competitive forces working in the market. As telephony achieved ubiquity, and as new services such as wireless and broadband access are rapidly doing the same, increasingly, revenue growth is being driven by the need to capture customers from a competitor. Finding ways to do this has increasingly been driven by exploring new ways to enable a consumer to purchase service packages. This has provided added emphasis on understanding how the consumer views and prefers to use various channels to access service offerings.
Everything from online service purchases to door to door sales people has been explored by carriers seeking to maximize their take rates. However, it has not been clear to what extent any of the methods explored are actually preferred by consumers, and how many simply have served as irritants.
Partially in an attempt to ascertain what might constitute the most effective sales approach, Stratecast conducted a survey under the auspices of its Connected Home practice, where it asked the respondents how they acquire their communication services; and, more to the point, how they prefer to acquire their services. Although this does not necessarily provide certainty as to which approach is best (after all, new marketing and sales techniques are being invented all the time), it does provide a notion of the ways that are least likely to drive customers away rather than enticing them to try a new service or provider that they may not have considered in the past.2
About this report
This SPIE, driven by questions from Stratecast clients, provides some insights into the sales channels in use currently, and provides some guidance on how such channels might evolve so as to increase their efficacy. It should be of interest to marketing and sales organizations within the carriers.
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