Strategies to Acquire and Retain High Value Customers

In an increasingly competitive marketplace operators wish to attract the right (i.e. the highest value) customers. They need to maximise on their investment in customers to achieve the highest profitability possible and retain those customers in the face of increasing competition. The maturing markets of Europe and elsewhere demand that MNOs and MVNOs move from standardised products for the mass market to more customised products for more profitable customers. It is becoming increasingly apparent that the customer that spends the most per month is not necessarily the one delivering the greatest profit to the MNO' s bottom line. MNOs therefore face a whole new set of challenges - how do they identify who is the most valuable and then how do they address them in order to ensure they are retained (or acquired from other operators)?

This report explores the increasing complexity of identifying and targeting the optimum customers and provides concrete recommendations to help MNOs face this challenge.