According to a recent survey by Telecoms IQ, improving customer loyalty is still high on the agenda amongst the myriad of key issues telco operators are faced with. Stiffening market competition implores the immediate need to implement the right customer segmentation strategies which then enables telco operators to employ the appropriate marketing campaign targeted at the various customer segments.

Amongst the hot button issues, customer segmentation data accuracy, prediction analysis and innovative technology available, the survey also reviewed 2 key aspects telco operators deem as critical in delivering customer value and these are:
- Flexibility in product/service offerings
- Responsiveness

This is indicative that pricing is no longer the key factor that drives retention as customers are more attracted to better offerings and customer service. As such, telco operators consistently innovate on their marketing campaigns and loyalty programs to enhance customer engagement.

With greater focus on marketing, telco operators thus need to strengthen their market position and while optimising the use of branding and advertising to increase customer loyalty.

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