Knowledge Management for Customer Retention – the telecommunications
When the number of service providers are increasing and strengthening regulation increases, it becomes difficult for telecommunications companies to retain customers. Added to the introduction of mobile number portability (MNP) will make it more difficult for providers of telecommunications services to retain customers. The external environment, social, political, economic and technological occur more quickly than ever. There are new products, services and new tariffs on the marketevery two weeks, and customers tend to discourage more quickly than ever. In this confusion, there are many customers that service providers change quickly.
See why let a customer of a service to the service of others? The main reason is price, the more attractive the offer price more likely to win customers that would allow a connection. He noted that 60-80% of customers leave because of lower rates.
The second reason is the type of customerservice provided and how clients are treated by staff of customer service. More than once when a complaint raised are not resolved within the time limits and customer service representatives are able to meet demand and expectations of the customer's problem, they just try to close the problem rather than solve it. Thus, in the frustration of customers to migrate to another service provider where the customer services are better and have listened carefully. Here, the frustration is the main causeof churn.
The third main reason for skipping the customer to another service provider is the quality of service offered, for example when there are many complaints and requests that the drops of the network, a user might get angry and research providers with a better service can supply interruptions of service free. People are opting for better quality.
The fourth major reason for customer churn is the evolution of technology, the next generation is well informed and quickly moving the trend, whicheconomic power and want to get the latest news and features, can provide the whole world of functionality from their mobile phone. When you realize that there is something more than the functionality of another service provider, they migrate rapidly.
Added to this, telecommunications companies are seeing lower ARPU (average revenue per user). It seems that the subprime loans, where customers as economically poor (man milk washer, vegetable seller, rikshawala, loaders, etc.) is givenconnection without understanding the long-term profitability of business customers. Here's a client makes a connection, but allows calls only added to the price, call cheaper. In this situation, even if the customer is enormous, are higher ARPU. The client is huge, economically disadvantaged, such as customers of the risks in the banking sector.
What is the role of knowledge management for the telecommunications companies? Predecessor companies wereattempts to collect, capture, play back the company, employees and business knowledge capital. However, now that the customer is the main asset, companies are trying to capture customer data. Although there are tools for business intelligence, a tool the ministry uses some 'another. Whereas the management of knowledge can be applied by companies to streamline processes across the customer service area, such as billing, fault repair, new campaigns, complaints, per seservice, and to sell their products to sell. When the process of knowledge management are in line with customer processes, companies are able to understand the customer better understand the lifestyle and behavior of customers in more meaningful way. Once the company understands the customer better, which would be able to serve you better. In the scenario of customer service better to stay with the service longer. Knowledge management will also allow companiesprovide personalized services to customers, as the needs and desires of clients differ from customer to customer.
If companies fail to capture customer data through processes of knowledge management, fail to enter into the lives of our customers and then fail to provide adequate services for them. Service error messages and would only increase the frustration and churn.
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