Telecom service providers need to be more active about using Web channels to build awareness of, and purchases of, new services, says Michael Philpott, Ovum practice leader, says.
As matters now stand, most service providers have few on-going consumer touch points, except for the monthly bill, and one might question whether that is the right time to engage a customer's attention in a positive way.
“Often the main points of customer contact for the broadband service provider is when the customer first signs up from the broadband service, and when something goes wrong, with only the odd e-mail flyer in-between,” says Philpott.
"Those few service providers that still have a successful Internet portal are starting to innovate around that as a way of entertaining, helping, communication with and up-selling services to existing clients," he says.
One pilot by a tier-one player in the U.S. market found that such a strategy increased its marketing success rate over traditional methods by 200 percent.
That service provider also found a 615 percent increase in Web traffic fror a music service, as well as a 55 percent increase in new security subscriptions, plus a 20 percent in security service churn.
Impressive numbers, indeed.
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