Business outcome
Improve customer acquisition
The prospects worth acquiring, the offer that fits them, and the channel that reaches them.
The change
Target, price and activate new connections without buying volume that leaves again within a quarter.
- Who is accountable
- Chief Commercial Officer, Head of Acquisition, Retail
- Written for
- Telecom Operator, MVNO / MVNE, eSIM Provider
Journeys that serve it
- Acquire a customer who is still there after ninety daysAcquisition, dealer and digital-channel teams
A prospect has been qualified through a dealer. The incentive would win the sale. Half the connections won that way last quarter were inactive within ninety days.
Targeting, pricing and channel decide whether a new connection is a customer or a quarter's worth of incentive spend.
A pilot's requirements are specified: the data, the authority and the consent design.
- Make the next in-app offer one the customer can actually buyDigital channel, app and e-commerce teams
A customer opens the app to check their balance. Three banners compete for the space. Last month's banner was for a pack they had already bought.
A customer who can buy in the app converts without a dealer or an incentive; the app is the acquisition channel the operator already pays for.
A pilot's requirements are specified: the data, the authority and the consent design.
- Offer a device the customer can afford and the operator can actually deliverDevice, retail and channel teams
A customer's handset drops the network on 4G. The flagship on the shelf would sell, on instalments they cannot carry. A cheaper device would keep them on the plan they have.
A device the customer can afford is how a new connection starts and how an existing one stays; the term of the plan is the acquisition.
A pilot's requirements are specified: the data, the authority and the consent design.
- Sell only the broadband that can be installed at the addressBroadband, fibre and fixed-wireless teams
A household wants fibre. The map says the street is covered. The last three orders on that street were cancelled after the installer found no port.
A household acquired at installation stays for years; one acquired at the sale and never installed was never acquired at all.
A pilot's requirements are specified: the data, the authority and the consent design.
Products that answer it
- Customer Acquisition & Market ShareIdentify eligible records for customer acquisition, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Requirements discovery
- App & Digital SalesIdentify eligible records for app personalisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Requirements discovery
- Devices & HandsetsIdentify eligible records for device intelligence, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Requirements discovery
- Home Broadband, Fibre & FWAIdentify eligible records for home broadband growth, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Requirements discovery
Next step
A working session prepares this outcome against your own data, systems and policy, with one success and one failure and the evidence behind both.