Branding and Customer Engagement in Telecom

Mapping customer journeys and touchpoints by segment is the starting point for developing an effective customer engagement program to deliver brand promises. Objectives and metrics should be set for different types of engagement opportunities such as raising awareness during customer's initial research phase, increasing engagement and purchase intent during the consideration phase, maximizing conversion during the decision phase, and enhancing customer experience, satisfaction and advocacy during life time. Best in class companies are increasingly using a range of digital media to engage with customers due to changing consumer habits and the growing spending power and influence of millennials. Investing in digital marketing capabilities and making necessary organization changes is necessary for companies to fully capitalize on the power of digital platforms.

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