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Customer acquisition requires significant financial investment from MVNOs. In order to make sure this is money well spent, it is imperative to have tools in place to aid customer retention. Customer Lifecycle Management, or CLM, is a critical discipline that is fundamental to this goal. It is an on-going process that covers the entirety of a customer’s relationship with its MVNO provider and helps them to ensure customers are offered the best possible service, and their individual needs are identified and met.
This relationship begins with awareness and can result in sustained loyalty and recurring business. For an MVNO, this means that customers continue to top-up pre-paid accounts, or maintain their subscriptions to post-paid plans.
However, MVNOs must aspire to achieve more than this, sharing the goal of not only selling airtime but also delivering additional services and offers, while driving down costs so that the revenue obtained from each subscriber can be maximised.
Automation is key to the practice of CLM, helping to ensure that no opportunity for customer engagement is missed and to deliver the continuous and relevant customer communication required to build confidence in the service you provide. Automated actions that are triggered at particular intervals in the customer lifecycle will help to lower MVNO costs and ensure customer loyalty.
This paper explores the ways in which Digitalk Mobile Cloud can support CLM automation for MVNOs, which is critical for a seamless approach to addressing all stages of the customer lifecycle.