Abstract
Loyalty is a feeling of a connection to and a belief in an enterprise and its proposition. The communication services market in developed countries is now characterized by low GDP growth, stagnating population and high service-saturation levels thus reducing opportunities for pursuing a volume based growth strategy for most communication service providers (CSP). These, coupled with lower trade barriers and a shift towards consumer power have served well to re-define the need for churn management and create ‘loyal’ customers. Ensuring customer loyalty has now become a critical business requirement. CSPs do not wish to be left off the bandwagon; but the focus across most of them has been to implement ‘point based loyalty systems’.

This white paper takes a holistic view of ‘customer loyalty’ and why point based loyalty systems should be supported by relevant process re-engineering and data model unification to derive full benefits. It takes the process decomposition for retention and loyalty as provided in the eTOM Version 3.6 and gives a detailed stage-wise roadmap to help CSPs achieve the same.

Authors
Manish Kumar,
Sudeep Saxena

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