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Introduction

Operators are at a critical point in their lifecycle. They are undertaking digital transformations in an effort to become more agile, efficient, and profitable in the face of disruptive and competitive forces targeting their core business.

Highlights

  • Customer loyalty is increasingly important for operators, yet they do not seem to be successfully engaging with their customers and developing them as advocacy ambassadors.

Features and Benefits

  • Explains how operators can use analytics solutions to leverage data on customer behavior and preferences.
  • Outlines why operators should associate themselves with lifestyle brands to differentiate their offers.

Key questions answered

  • What role does gamification play in operator loyalty programs?
  • What is the impact on operators' businesses if they make loyalty programs their starting point for value creation?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Market context

  • Drivers for loyalty programs in telecoms
  • Customer engagement must be proactive and relevant
  • Identifying the preferred customer channels will impact the design of loyalty programs

Analytics solutions make loyalty programs possible

  • Operators must build customer engagement and loyalty
  • Using brands will add value to loyalty programs

Should operators manage churn or promote loyalty?

  • Loyalty management is an area where operators have greater control
  • Partnering with brands allows operators to deliver use cases that address customers’ wants and needs

Appendix

  • Author

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