Market Research Logo

Global Telco Customer Loyalty Playbook 2018: Leveraging loyalty strategies to unlock revenue

Global Telco Customer Loyalty Playbook 2018: Leveraging loyalty strategies to unlock revenue

In this hyper competitive world of telecoms, the topic of Customer Loyalty is becoming not only vitally important but also more challenging to achieve. Telcos around the world are looking to hone their loyalty strategies through a variety of means either through innovative customer care solutions, incentivized offline reward systems or simply through attractive services and bundles.

This research report has taken on this very challenging topic of growing Customer Loyalty for telcos by analyzing the strategies of 40 telcos around the world and based on this gleaning out the fundamentals of growing customer loyalty. Not only this, the report provides insights at a global, regional and country level with a balanced representation from each region. The report provides case studies of telcos and also looks at the MVNO space as well. Adding to this, there is also a dedicated section on understand loyalty in the B2B space.Some of the leading companies mentioned in the report includes Vodafone, Reliance Jio, Verizon, China Mobile, TIM, MTN, Claro, Singtel and AT&T.

Key Features:

Fundamentals of customer loyalty- Insights into how telcos on a global basis create loyalty strategies and what the reader must look at before launching their own strategy.

Types of Loyalty – Analysis of what types of loyalty and which ones are most relevant given the telcos business case.

40 Telco Case Studies – An in depth look at 40 key players in the market across the world, with a well represented balance in each region.

Pillars of Loyalty – Lists out the key components that are required in loyalty and customer retention and that are followed by the leading telcos globally.

In depth country coverage – Analyzes the loyalty strategies followed by players at a country level, allowing for the reader to compare this easily across markets.

Localizing global case studies – Highlights case studies of exceptional telcos that have been early movers in the industry and also provide a local understanding of the global case studies.


Introduction
Summary
Customer Life cycle & Management
Importance of Loyalty
Difference between loyalty and retention
Types of Loyalty
Creating a Telco Loyalty plan
Key pillars
Strategic Objectives
Before creating a loyalty plan
Challenges and Opportunities
Issues faced by telcos around loyalty
Number portability
Data only services
Digital life becoming increasingly important
Role of the ecosystem
Working with vendors
OTT player bundles
Devices
Plans and packages
Loyalty in the B2B space
B2B vs Consumer Loyalty
Pillars for B2B loyalty plans
Creating plans for Enterprises
Regional Analysis
South America
Claro Brazil: Bundles reel in the customer
TIM Brazil: Winning through digital and QoS
Digicel Jamaica: Device and content led strategy
Entel: Flexible data plans to gain loyalty
Digicel Panama: Loyalty in high growth markets
Asia Pacific
China Mobile: 360 degree loyalty strategy
Telkomsel Indonesia: Payments brings in long term loyalty
Singtel: Loyalty in Digital Times
Starhub: Loyalty built on multi play bundles
Digi Malaysia: Plans for every budget
Bharti Airtel: Loyalty in a disrupted market
Reliance Jio: New entrant with a price advantage
Africa
Orange Egypt: Converged offering
MTN Ghana: Offline rewards and payments
Vodafone Ghana: Converged player in emerging markets
Unitel Cape Verde: Takes aim at enterprise
MTN South Africa: Essential services led loyalty
Vodacom: Converged and device based loyalty
NetOne: Long term contracts secure users
MTN Uganda: Pricing as competitive advantage
Airtel Malawi: Enterprise led strategy
MTN Nigeria: High churn markets
Econet: Clearly defined customer profiles
Middle East
Zain Bahrain: Emphasis on content
STC Saudi Arabia: Focus on the home
Etisalat UAE: All round loyalty strategy
Du: VIP take centerstage
Ooredoo Kuwait: Focus on the mainstream user
Europe
Proximus Belgium: Converged play forges the way ahead
Swisscom: Digital Lifestyle wins loyalty
O2 UK: Innovate for loyalty
Turkcell: In house services lead the way
Vivacom Bulgaria: Household holds the key
Telefonica: Digitally first
Orange: Payment based loyalty
North America
AT&T USA: Service led growth
Verizon USA: Partnerships are crucial
T-Mobile:
Rogers Canada: Focus on families
Liberty Global: Premium content
Recommendations
List of Charts
Chart 1: Total Global Telco Revenue 2014 – 2020
Chart 2: Customer Lifecycle & Loyalty
Chart 3: Churn Process Flow
Chart 4: Types of loyalty
Chart 5: Customer Segments & Loyalty
Chart 6: Key Pillars
Chart 7: Telco Strategic Objectives to launch a loyalty plan
Chart 8: Competitive forces on incumbent telco
Chart 9: Challenges and Opportunities with Number Portability
Chart 10: Challenges and Opportunities with Data Services
Chart 11: Challenges and Opportunities with digital services
Chart 12: Working with vendors
Chart 13: OTT Player Strengths
Chart 14: Device Based Loyalty Plans
Chart 15: Making the bundle customer focused
Chart 16: Telco & the ecosystem
Chart 17: Key Pillars B2B Loyalty
List of Tables
Table 1: Claro Brazil: Loyalty Strategy Overview
Table 2: TIM Brazil: Loyalty Strategy Overview
Table 3: Digicel Jamaica: Loyalty Strategy Overview
Table 4: Entel: Loyalty Strategy Overview
Table 5: Digicel Panama: Loyalty Strategy Overview
Table 6: China Mobile: Loyalty Strategy Overview
Table 7: Telkomsel Indonesia: Loyalty Strategy Overview
Table 8: Singtel: Loyalty Strategy Overview
Table 9: StarHub: Loyalty Strategy Overview
Table 10: Digi: Loyalty Strategy Overview
Table 11: Bharti Airtel: Loyalty Strategy Overview
Table 12: Reliance Jio: Loyalty Strategy Overview
Table 13: Orange Egypt: Loyalty Strategy Overview
Table 14: MTN Ghana: Loyalty Strategy Overview
Table 15: Vodafone Ghana: Loyalty Strategy Overview
Table 16: Unitel Cape Verde: Loyalty Strategy Overview
Table 17: MTN South Africa: Loyalty Strategy Overview
Table 18: Vodacom: Loyalty Strategy Overview
Table 19: NetOne: Loyalty Strategy Overview
Table 20: MTN Uganda: Loyalty Strategy Overview
Table 21: Airtel Malawi: Loyalty Strategy Overview
Table 22: MTN Nigeria: Loyalty Strategy Overview
Table 23: Econet: Loyalty Strategy Overview
Table 24: Zain Bahrain: Loyalty Strategy Overview
Table 25: STC: Loyalty Strategy Overview
Table 26: Etisalat: Loyalty Strategy Overview
Table 27: Du: Loyalty Strategy Overview
Table 28: Ooredoo: Loyalty Strategy Overview
Table 29: Proximus: Loyalty Strategy Overview
Table 30: Swisscom: Loyalty Strategy Overview
Table 31: O2: Loyalty Strategy Overview
Table 32: Turkcell: Loyalty Strategy Overview
Table 33: Vivacom: Loyalty Strategy Overview
Table 34: Telefonica: Loyalty Strategy Overview
Table 35: Orange: Loyalty Strategy Overview
Table 36: AT&T: Loyalty Strategy Overview
Table 37: Verizon: Loyalty Strategy Overview
Table 38: T-Mobile: Loyalty Strategy Overview
Table 39: Rogers: Loyalty Strategy Overview
Table 40: Liberty Global: Loyalty Strategy Overview

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report