Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Belgian Data Alliance : media and telecom team up against GAFA
Jun14

Belgian Data Alliance : media and telecom team up against GAFA

Google and Facebook are the two largest advertising platforms worldwide and they capture most value of the online advertising market. This duopoly is ripping away value from incumbents as brands are shifting advertising budget from incumbents (telecom operators, broadcasters, …) to make deal directly with Google and Facebook. With such a power of negotiation, is it really a surprise that incumbents are joining forces to propose...

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Don’t throw your old cell phone away: its trendy !
Feb20

Don’t throw your old cell phone away: its trendy !

Whether it’s an effect of nostalgia or just a snobbish trend is not sure. But we observe a weak signal, an emerging trend towards the use of old phones. A few trendsetters and VIP have been watched using old iphone : Anna Wintour (the editor of Vogue US) with a startac-like phone, Rihanna, Bill de Basio (the mayor of New-York), Iggy Pop … it seems that some people when to experience the simplicity of phones in the good old days....

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Base_camp (Berlin) : the best customer experience a telco can offer
Jul30

Base_camp (Berlin) : the best customer experience a telco can offer

It seems that telecom operators have finally understood that a new customer experience was necessary to increase their customer satisfaction. At least some operators have realized it as we reported in an earlier article about O2 and Deutsche Telekom flagship stores in Berlin. In early July we paid a visit to Base which installed its so-called Base_camp in a street parallel to Unter Den Linden. Different marketing recipes and Loft...

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Aggressive advertisement by SFR.
Nov05

Aggressive advertisement by SFR.

After Free entered the French mobile phone market in January 2012, the competitive landscape was completely changed. A Michael Porter’s 5-force analysis would lead to the conclusion that the power of suppliers was drastically weakened that that the rivalry among competitors dramatically increased. An interesting testimony of the intensity of this rivalry is the advertisement below which was published on Oct 26th in French newspapers....

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Customer retaliation can be funny

Free, the French telecommunication company, launched a few days ago its unlimited mobile phone offer in France for just 19,99€/month. Soon after the launch Free announced that more than a million customers had resigned from their mobile provider to switch to Free. Although the switch process is most of the time silent, Free seems to have unleashed the retaliation creativity of some customers. Look at this amazing example of a group of...

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Does Mobistar follow best practices for complaints management?
Nov18

Does Mobistar follow best practices for complaints management?

Successful business practices regarding the management of customers complaints include the diffusion of the information within the organization. After I reported on my fight against Mobistar, I was wondering whether their most exposed (in terms of visibility) customer service would have been informed. I decided to ask send a tweet to Mobistar’s Twitter account to ask about the warranty for accessories purchased from them. Guess what …...

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Telecoms: another example of poor customer service
Nov16

Telecoms: another example of poor customer service

After I published my post on Mobistar last week, I got another wonderful example of failed customer service. This example was sent to me by a Twitter follower and regarded an Orange customer (a French telco company) who complained to get spammed with adult ads on his newly acquired cell phone number. Apparently this cell phone number had belonged to another customer before, and was handed over “as is” to the next customer. The...

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