MNOs have traditionally focused on the SIM as the main customer identifier. As levels of multi-device ownership have increased and operators have identified diversification into new service areas as an essential component of future growth, the SIM no longer providers a sufficiently complete picture of customer relationships and the potential for future business.
MNOs need to develop broader account views of their customers, using all the data at their disposal in a consistent and consolidated manner, so they can add value in response to customer requirements and proactively identify future growth opportunities.
An account view should also improve co-ordination and collaboration across business areas, resulting in a unified and positive customer experience and greater customer satisfaction.
This report is intended to encourage operators to look beyond the SIM to identify the total account (or household) potential and capture a greater share of the value this represents.
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback
3 Need for a New View of the Customer
4 Implementing the Change
4.1 The Shift to Account-level Performance Metrics
4.2 Establishing a Unified View of the Customer
4.3 A Single, Account-based Segmentation
4.4 Converged Customer Service
4.4.1 Non-bill Paying Users within an Account
4.5 Cross-selling and Upselling
4.6 Customer Loyalty
5 Account Centric Initiatives
5.2 KDDI, Japan: Unified View of Customer
5.3 TELUS, Canada: Account-based Segmentation
5.4 Deutsche Telekom, Germany: Account-level Mobile Service App
6 Key Findings