In free markets across the world, no matter what the industry, the top businesses have a common characteristic – satisfied customers. A company’s profitability, sustainability and competitiveness all stem from a solid base of customers who are willing to come back to buy more of its products or services.
The most successful businesses satisfy their customers consistently. It's easy to say, but evidently hard to achieve day-in day-out, year-in year-out.
An often quoted study by consultant Bain & Company found that 80% of companies are convinced that they deliver a superior customer experience, yet their customers think only 8% of companies do. It's a remarkable disconnect of perception between company and customer.
With all the complexities of running an organization, especially in fast-changing technological markets like communications, and especially in larger and growing companies and ecosystems of partners, it is common to lose sight of the core need to always be delivering an exceptional customer experience.
The benefits to communications service providers (CSP) of maintaining a satisfied customer base are clear and worth stating again and again. Services are stickier - churn goes down. Customers use services more - revenue goes up. People are more likely to try out new services - growth accelerates. New customers are easier to win - market share rises. Fewer calls are made to the customer care center and are resolved more quickly - operational costs fall.
In addition, the CSP's brand is strengthened as word gets around about the high quality of service that it provides, leading to sustained growth. In effect, your customers start to sell for you.
At Nokia Siemens Networks we aim to help CSPs find new ways to satisfy their customers - it's our own route to growth. So we have developed a range of solutions to help you gain a deeper insight into your subscribers' behavior, helping you to build your entire business around their needs - from the service portfolio and network and service quality, to charging and customer service.
Ulla Koivukoski
Head of Marketing - Global Services
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