Customer Directed Transformation - Pilot

  • ID: 4020282
  • Report
  • Region: Europe
  • 30 Pages
  • Mobile Market Development Ltd (Wireless Profit)
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NPS is used as a KPI by many MNOs to judge their customers’ loyalty and how it is moving 

  • At the AGM, improvements in the NPS number are often reported as proof of enhanced performance
  • The number has been effectively correlated with business performance, so analysts and investors take note when considering the viability of an MNO

However, NPS is a result rather than a lever, a more direct and informative connection between top management and the customer is needed to direct management and strategy (so NPS improvement can be achieved)

  • While the NPS number has been shown to correlate with commercial success, the propensity of a customer to recommend a company, product or service to a friend or colleague is actually a result of the interaction of complex attitudes, beliefs, feelings and experience
  • Understanding of the fine detail is required to ensure optimum direction

The Customer Directed Transformation methodology provides a benchmark of the sentiment of the base (in comparison with other players) and then builds on this to deliver useful insight into specific pain points and opportunities to cross- and upsell

  • MNOs that wish to improve profitability by protecting existing revenues, reducing churn and unlocking new revenue streams, should consider the CDT approach as the foundation of a customer-centric transformation
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1 Overview

2 Introduction

4 Rationale and Methodology

4 Pilot Sentiment Profiles

5 Customer Inputs

6 Analysis of Pain Points and Development Opportunities

7 Recommendations to MNO 1


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