Australia - Business Market - Customer Relation Management and Permission Based Models

Synopsis

Who buys your product? Who provides the revenue feeding your operation? Whose money represents the revenues that could generate profit for your enterprise? There’s no point trying to sell a product that nobody wants. This re-centres the customer in the business world. And with communications technologies allowing individual customer contact, the opportunities for identifying a product that is in demand are greater than ever. This report discusses how customers ultimately drive successful businesses in the ICT sector, and how businesses can orient their operations to optimise customer relations and business success.

Table of Contents

  • 1. Synopsis
  • 2. The customers viewpoint
  • 3. Users in the driver’s seat
    • 3.1 Business market first cab of the rank
    • 3.2 Residential market to follow
  • 4. New business models required
  • 5. Market, not industry, driven
  • 6. Mass customisation
    • 6.1 Telcos stuck in commodity marketing
    • 6.2 The collapse of share holders value
    • 6.3 Focus on (real) customer value
    • 6.4 Back office systems need to be in place
  • 7. Customer loyalty
    • 7.1 Loyalty until the next deal
    • 7.2 Customer segmentation
    • 7.3 Effectiveness of loyalty programs
    • 7.4 Customer value management
  • 8. Permission-based marketing
    • 8.1 The concept
    • 8.2 Free Internet, banners and SPAM are the T-Ford models
    • 8.3 New revenue models for Australia
    • 8.4 Industry opportunities
  • 9. Branding
    • 9.1 Brands and reputations are earned not created
    • 9.2 Australian telco brands
    • 9.3 The Amazon effect
    • 9.4 Emotional and cultural values
    • 9.5 Brand does not reflect a product but an image
    • 9.6 Service functions
  • 10. The misuse of ‘customer service’
  • 11. New Allies: IT Industry and Telcos
  • 12. Customer Relation Management
  • Table 1 – Telecommunications services revenue by market – 2005; 2010; 2015
  • Exhibit 1 – Mass customisation
  • Exhibit 2 – Permission-based business model
  • Exhibit 3 – Banners
  • Exhibit 4 – Key to permission-based = CRM
  • Exhibit 5 – Early adopters

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Licence Information

Focus Report Profile

Technologies

Strategies & Analyses (Industry & Markets)

Number of pages 12

Status Archived

Last updated 23 Jun 2003
Update History

Analyst: Peter Evans

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