Case References :Telecom

Transcription

1 Case References :Telecom

2 Highlights Market Xcel has assisted almost all major telecom service providers across circles We service clients in studying end consumers, institutional subscribers & channel partners We have sound operational capabilities and in the past had undertaken, Telecom projects of different magnitudes in Qualitative & Quantitative domain We interact on regular basis with different consumer categories ( B2B/B2C) to understand- Buying behavior Product ideation Switching behavior Overall experience Satisfaction and imagery about the existing telecom players VAS Tariff offerings Loyalty & churn Bundling offers

3 Study Types Vendor/channel relations Mystery audits Quality of service assessment Need gaps assessment Communication strategy Buying behavior Brand experience Product / service development Instrument design Loyalty matrix Assessing call center performance

4 Case 1:Mobile Value Added Services Key objective was to study the level of satisfaction and imagery about the existing VAS services Identified and mapped the consumers desires in terms of their needs and aspirations from VAS offerings Identified the motivators and barriers behind the VAS usage (needs,attitudes & behavioural traits) Identified and abridged gaps/ opportunities not tapped or exploited by the competitors Found the niche for VAS opportunities Two pronged approach had been taken qualitative and quantitative approach Target Groups Individual Males (Retired & Working) Housewives years of age SEC A1A2 / B1B2 Subscribing to VAS services Main Users & Decision Makers wrt. the Service Provider The key finding included: The current subscriber s needs Consumer Preferences & behavioural patterns Current usage trends Challenges to the respective growth Customers desires with clear reasons attributed for the behaviour Existing need gaps Triggers and drivers of entry Role of price, offers/schemes in the purchase decision its influence on brand choice Awareness levels about new changes in the market New communication content recall and message comprehension Characteristics associated with different brands Image associations with different brands

5 Case 2:Understanding Churn Behavior Studied the Churn behavior in General Perception, attribution, satisfaction and experience in specific to X client in The study targeted people from years of age It covered all the socio economic classes qualifying in our random exercise We targeted primary market areas as defined by the client This study involved key decision makers and users of mobile telephony, classified into three kinds of people: Current Consumers (X) Grace (X) Lapsed (X) Major reason of dissatisfaction with X Brand perceptions and trust Offerings from the brand and the value proposition Initially impact of the brand and the factors responsible for decline in market share Ad impact Factors on which brand scored low vis-àvis customers need Key measures to enhance brand performance

6 Case 3: Assessing the current trends to increase brand loyalty Objective was To understand and map the needs of customers Key derivatives for attracting new customers, retain and enhance customers How to impact higher brand loyalty Qualitative Research A holistic view on both pre and post- paid customers reflecting different mindsets and backgrounds Users and intenders of mobile phones Consumer Preferences & behavioural patterns Current usage trends Customer segmentation Customer perception Current trends Patterns and reasons of brand loyalty Current need gap Key factors that pull and retain existing customers Major reasons for customer dissatisfaction

7 Case-4: Consumer Understanding In depth understanding of consumer behaviour Identifying the motivators and the barriers of the in the target markets Identifying gaps/ opportunities Customer understanding Need gaps and opportunities Behaviour Usage Focus Group Discussions with representative population Intenders and users of mobile telephony Spread across geographies and vocations User-ship patterns low / high Role of the price and schemes Brand Image Motivators and barriers

8 Case-5: Consumer Satisfaction Survey Identified the consumer desires in terms of their needs and aspiration from cellular service providers Mapped the population profile with the infrastructural facilities and current telecom structure Identified the reasons for high level of churn Identified and abridge gaps/ opportunities not tapped or exploited by the competitors Qualitative and Quantitative Research with the following profiles Consumers from different occupational backgrounds Recent brand selectors and loyalists Detractors of the brand Users of competition brands Reasons for ever-changing needs so as to result in brand loyalty Provided an understanding of the needs and expectations that exist among customers Evaluated the image of the current brand offerings in the market Identified the need gaps and opportunities Generated cues for product and image enhancement Evaluated current levels of satisfaction among users Identified the consumer desires in terms of their needs and aspiration Reasons for high level of churn

9 Case- 6: Perception Audit Determine the current brand position by showing how internal/external audiences (media, PR agencies, Advertising, agencies, value chain members, Employees) perceive the offerings strengths and weaknesses of the brand s- product quality, service and marketing Giving insights on the brand positioning Quantitative Research with Consumers of the brand Employees and associated value chain members The media vehicles Roadmap towards brand s image and perception Business practices in terms of administration, distribution, sales and marketing support Policies and values Offerings in terms of product, pricing & margins Image attributes and Associations Initiatives in terms of promotions and schemes, training programs Value added initiatives Help bring out the all-too-common disconnect between what companies believe their brand to be and what customers perceive it to be