Learning Objectives
This seminar will examine the benefits of managing the following aspects of customer loyalty and churn in order to optimize customer profitability.
- Wallet share
- Acquisition
- Retention optimization
Program content
The ultimate reason for attempting to manage customer loyalty and churn is to optimize the profitability of those customers. Many telcos are coming to realize that the practice of allowing churn, loyalty, wallet-share improvement, and acquisition activities to run as separate, uncoordinated and free standing actions can lead to an incredible amount of waste for the firm and confusion for the customer. In this class, Rob Mattison reviews the WAR methodology (WalletShare, Acquisition and Retention optimization), which provides telcos with a systematic and comprehensive collection of models, reports and prioritization rules that make coordination and maximization of all marketing efforts possible.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
Who Should Attend?
Executives, Directors, Managers and Analysts who want a better understanding of how the use of business intelligence, data warehousing and analytic applications can contribute to a company's success.
About Rob Mattison
Rob Mattison is a seasoned professional consultant and globally recognized thought leader with more than 20 years in the telecommunications industry. Since his time as an employee of AT&T, Rob has worked as a management consultant, IT Strategic consultant and hands-on solution deliver consultant to top management, marketing, call center, billing, sales and IT executives from telcos around the world. His depth and breadth of experience in all facets of telecommunications operations, coupled with his in-depth technical and marketing knowledge, has made him a valued resource wherever he has worked. In addition to his work as a consultant, he has authored 10 books on the utilization of technology and sound business practices to drive profitable business operations. He is a much sought after speaker at telecommunications conferences and seminars around the world (including the ITU, Telemanagement World, IIR, IEC, CTIA and others).
