July 25th, 2011

“You don’t earn loyalty in a day. You earn loyalty day-by-day.”Jeffrey Gitomer

By Michal Samuels- Marketing Manager

“Do what you do so well that they will want
to see it again and bring their friends.”
WALT DISNEY

Many marketers know the term ”marketing loyalty” as a form to retain existing customers through incentives. But how do marketers ensure that they get it right in the mobile market, where competition is fierce on one hand, while technology evolves every changing minute? The simple solution is to combine these two elements with the way people are consuming other technologies these days; quick, real-time and targeted consumption and the answer is simple: Contextual Loyalty. What does this mean? Take a leaf from Google’s book and offer customers relevant offers at the right time… time and time again. Read more

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July 25th, 2011

Trapped in “Technological Centricity”

By Arthur Khalatyan

Why Churn Management is more than complex statistical tools and techniques

With penetration of mobile phone usage approaching and even exceeding 100 percent in many countries, mobile carriers are becoming more and more dependent on data generated by their legacy transactional systems to innovate new products and implement customer retention campaigns. Customer churn has become one of the major indicators that mobile operators keep their eyes on, when planning and reporting market share dynamics. And although most of the carriers have their strategies and a complex of measures to reduce churn and increase customer loyalty, industry wide researches, including the one implemented by Enders Analysis on UK mobile market in 2010 (Diagram 1), demonstrate the persistence of customer churn management challenges and its growing concern. Read more

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