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Keeping Up With Customers
The buzz at the Thought Leadership Summit (TLS) telecom conference was learning about customer retention. Not just churn, but loyalty drivers and other retention strategies like communication triggers and interaction with customers even if their contracts aren’t up yet. Offering unique services also came up as a topic of interest. According to Lee Khatchadourian-Reese, national director of customer service for Comcast, the company is about to do a big deal with Sprint to provide wireless services with Comcast cable content. Khatchadourian-Reese said it’s hard to innovate because customers aren’t asking for all these new things, so it’s a big challenge to get them to want it.
Customers may want things but don't necessarily know what they are yet. Offering new services and partnering with companies ahead of stated customer needs can be a risky proposition.
Knowing as much as you can about customers can help you predict their needs and not waste resources done in the name of the customer.