Apple Telecom Bedienungsanleitung PDF herunterladen (Seite 16)

14 | Study

2. The customer-centric philosophy:

From vision to best practice

"We have got to look at what customers expect us to do and deliver it. The

biggest opportunity is to leverage that. We know if we use data effectively,

give them the right products, services and added value, it will turn our

customers into fans. If we don't, we will lose them."

James Morgan, head of CIC, Telefonica O2 UK, at Data Summit 2010

Traditionally, telecom operators in Europe see customers as a technical chal-

lenge. This was a valid approach when mastering the technical dimension

in itself gave you the edge over your competitors. At the time, most telecom

operators were more or less monopoly providers enjoying high margins with

loyal customers. Those times are long gone.

The focus today must be shifted from the technology to the customers. This

shift requires, most of all, a change in the company's philosophy. All their

values, needs and consumption patterns must be at the core of the corporate

strategy and serve as the benchmark for the entire organization. This new

perspective requires a change in customer service processes and can turn

innovation processes upside down. Moreover, companies' M&A initiatives

will start to concentrate on other, more customer-centric target companies

as the focus shifts away from technology.

In fact, our projects in the telecom industry show that management is mov-

ing in the right direction, although this move needs to be faster and more

vigorous. Over the past few years, the focus was on fixed-mobile integration.

Today, companies are trying to understand their customers better. We have

also noticed that telecom operators often underestimate the amount of

change involved, as the transformation usually takes years to fully unfold.

But where is the starting point? The process starts at the very top, where

senior management has to develop a passion for the customer and lead the

way towards the corporate philosophy. They need a vision and then have

to define a customer-centric strategy that is anchored in the overall mid to

long-term business strategy based on this vision. Every aspect and every

strategic move should be considered from the customer's point of view.

The executive board should constantly push this agenda. They must make

it clear to the entire organization that the exercise is not a fad, but a funda-

mental change in how business is done. With this persistence, the whole

organization's mindset will change over time.

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