The Situation

Company:

A leading Asia Pacific telecommunications company offering network
services and solutions to other telecommunications companies.

Customer/Market Characteristics:

  • Small customer base: Approximately 400 customers
  • Largest 30 customers account for 80-90% of the revenues
  • Declining revenues due to increased competition from niche providers

Customer/Market Characteristics:

  • Small customer base: Approximately 400 customers
  • Largest 30 customers account for 80-90% of the revenues
  • Declining revenues due to increased competition from niche providers

Initial Level of Customer Understanding:

  • Very limited customer insights available
  • Small number of customers repeatedly surveyed
  • Some additional adhoc customer research conducted
  • Customer needs identified often high level, ambigious and not actionable
  • Learnings not shared well across the organisation
Steps Gather & Review Analyze & Prioritise Identify & Implement Monitor & Manage
Actions Met with key business units to understand strategic objectives and customer information currently capturedCollected and reviewed customer data from various sources Analysed customer data and identified:

  • Gaps in  understanding what customers value
  • Key areas to be addressed
  • High level needs common to all customer groups
 Implemented initiatives to deepen understanding of customers (eg  Customer Workshops, conducted a Needs Based Segmentation study)Assigned actions to specific business units based on insights obtained Executed assigned actions Developed tools and processes to ensure ongoing:

  • Management of  initiatives
  • Customer engagement and feedback
  • Collation and dissemination of customer insights

Management and reporting of initiatives using developed processes
Deliverable Summary of customer needs Recommendations to address insight gaps and customer needs. Action Plans executed throughout the organisation Program for action management and reporting of customer insights