For a mobile service provider, we have developed a business and marketing strategy to optimize customer loyalty.
Starting position and objective
- Rising customer turnover and endangered value of the customer base of a German mobile service provider
- Increasing intensity of competition due to aggressive market development of relevant competitors
- Development of a concept for strategic realignment of market development is necessary
Approach
- Development of a market, competition and sales channel analysis and derivation of a market development forecast
- Evaluation of market entry barriers, competitive intensity, customer-specific performance requirements and identification of success factors
- Development of a market development strategy including actual and ideal positioning of the client within the customer segments with subsequent cross-segment marketing mix conception
- Derivation of a concept for the optimization of stationary and mobile sales
Results
- An optimization of customer loyalty in the context of customer relationship management was successfully implemented