Telecommunications companies seeking greater differentiation in competition must, more than ever before, focus on marketing strategy and improvement in the customer experience. The change in consumer behavior triggered by digitalization, the trend to bundled products and integrated solutions, and economic potential combine to turn private households into an attractive target group. The added value generated by addressing this target group comes from better opportunities for penetration, new revenue potential, and enhanced customer loyalty. A path of development sets signposts for companies, pointing in the direction of the required transformation.
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