East African Lions

Topics: Data warehouse, Data management, Data Pages: 34 (8108 words) Published: April 14, 2014
Klaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner
Amsterdam
Bahrain
Barcelona
Beijing
Berlin
Brussels
Bucharest
Budapest
Casablanca
Chicago
Detroit
Düsseldorf
Frankfurt
Gothenburg
Hamburg
Hong Kong
Istanbul
Kyiv
Lisbon
London
Madrid
Milan
Moscow
Munich
New York
Paris
Prague
Riga
Rome
São Paulo
Shanghai
Singapore
Stockholm
Stuttgart
Tokyo
Vienna
Warsaw
Zagreb
Zurich

© Roland Berger Strategy Consultants
03/2011, all rights reserved
www.rolandberger.com

What customers really want
A customer-centric strategy for telecom operators

Study

Klaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner

What customers really want
A customer-centric strategy for telecom operators

Study

2|

Study

Table of contents
Management summary

3

1.  hy do telecom operators have difficulties understanding W
their customers?

4

1.1  ustomer-related data in the telecom industry is becoming C
ever more complex

1.1.1 Data fragmentation causes complexity

1.1.2 Isolated data gathering makes consolidation difficult
1.2 ncoherent internal structures make it difficult to transform I
data into knowledge
1.3  tandards are defined by others. Apple, Google and eBay S
leverage their customer know-how much better

1.3.1 Apple, expert in customer understanding

1.3.2 Google, expert in data mining

1.3.3 eBay, expert in holistic customer understanding

10
11
12
12

2. The customer-centric philosophy: From vision to best practice

14

18
19
20
22
24

2.1
2.2
2.3
2.4
2.5

Stage one: Centralized operations
Stage two: Linear operations
Stage three: Interactive operations
Stage four: Holistic operations
How IT supports the transformation

4
4
6
7

3. Outlook

27

The authors

28

3|

What customers really want – A customer-centric strategy for telecom operators

Management summary
Idea: Customer centricity is more than a buzzword: it is a philosophy centered around the customer's individual needs. It must be incorporated in the corporate strategy and should permeate the entire organization. Developing this in-depth customer understanding is crucial in keeping a competitive edge in the telecom industry. Status quo: Telecom operators are facing huge challenges. In saturated and highly competitive markets, their services are quickly becoming a commodity. At the same time, margins are shrinking. Many operators are launching "customer-first" or "customer-centric" initiatives. But often they are not able to deliver the goods. Players from adjacent online industries such as Apple, Google or eBay are leveraging their customer knowledge much better and are defining the benchmark for customer understanding and experience. Telecom operators have very complex and non-harmonized data structures that result from legacy systems and incoherent processes. Drawing valuable knowledge from such data today still involves a lot of manual work. Against this backdrop, customer centricity based on true customer knowledge remains a very elusive concept.

Approach: This study presents a roadmap on how telecom operators can become customer-centric organizations. Senior management has to initiate a change in philosophy and develop the business strategy around customer needs. The basic requirement for success is reliable data management. In this study, we set out to illustrate how the data strategy can help support the customer strategy at each step of the way. Our framework helps set up the business case, redesign the relevant processes and adapt the IT landscape to the new requirements. This study is based on interviews with European telecom managers. It also draws on extensive Roland Berger project experience in strategic marketing, sales, service, business intelligence and CRM. We illustrate our findings with project examples and best practices from inside and outside of the telecom...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • East African Rift Valley Research Paper
  • Essay on The Great East African Rift Valley
  • Essay on East Africa
  • East African Culture Reflects on Their Drama Using Aminata, Echoes of Silence and I Will Marry When I Want as Case Study Essay
  • Essay about East Africa Community Protocol
  • Essay about model african union
  • Essay on Impact of Africa Culture and Business Customs on Business Management East Africa.
  • Key Economic Issues Over The 20th Century In East Africa Analysis Essay

Become a StudyMode Member

Sign Up - It's Free