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John Myers

Hey all-

Welcome to my blog. The fine folks at the BeyeNETWORK™ have provided me with this forum to offer opinion and insight into the worlds of telcommunications (telecom) and business activity monitoring (BAM). But as with any blog, I am sure that we (yes we... since blogging is a "team sport"...) will explore other tangents that intersect the concepts of telecom and BAM.

In this world of "Crossfire" intellectual engagement (i.e. I yell louder therefore I win the argument), I will try to offer my opinion in a constructive manner. If I truly dislike a concept, I will do my best to offer an alternative as opposed to simply attempting to prove my point by disproving someone else's. I ask that people who post to this blog follow in my lead.

Let the games begin....

About the author >

John Myers, a senior analyst in the business intelligence (BI) practice at  Enterprise Management Associates (EMA). In this role, John delivers comprehensive coverage of the business intelligence and data warehouse industry with a focus on database management, data integration, data visualization, and process management solutions. Prior to joining EMA, John spent over ten years working with business analytics implementations associated with the telecommunications industry.

John may be contacted by email at JMyers@enterprisemanagement.com.

Editor's note: More telecom articles, resources, news and events are available in the BeyeNETWORK's Telecom Channel. Be sure to visit today!

FlipTheFunnelTelecom organizations have long understood the concept of customer acquisition vs customer retention…. It is much easier to keep and maintain current customers than it is to pay to add new customers.

Joseph Jaffe has a new book out that gives added credence to that relationship and perhaps guides telecom marketing and customer care organizations on how to best utilize existing customer relationships.   Or even better how telecom service providers can utilize their customer relationships to provide partner organizations with value-added experience with the telecom’s customers via either mobile devices or the “new frontier” of IPTV via addressable advertising.

1to1 has an excerpt from the book. My favor segment was the following:

Quotes

    • The sharp and clinical scalpel of digital trumps the blunt hatchet of advertising.
    • The fluid and pervasive conversation washes away the unidirectional current of communication.
    • The meaningful and long-lasting commitment of retention deeply resonates over the superficial and materialistic attraction of acquisition.

The highlighted sections talk directly to how if you have the information about the habits and interests of customers, you can tailor a retention message directly to them.  This allows for those customers to tell great product/service stories to their “friends and family”.  This enhances the value of the resources spent on the retention program.

Telecom service providers have a distinct advantage in providing this directed, pervasive conversation since they have more information about their customers and their behavior than any other organization.  That includes the “800lb gorilla” known as Google…

Do you think that telecoms can capitalize before someone else (google, apple, et al) can? 

Post your comments below or email (John.Myers@BlueBuffaloGroup.com) / twitter (@JohnLMyers44) me directly.


Posted February 4, 2010 2:42 PM
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