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East African Lions

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East African Lions
Klaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner
Amsterdam
Bahrain
Barcelona
Beijing
Berlin
Brussels
Bucharest
Budapest
Casablanca
Chicago
Detroit
Düsseldorf
Frankfurt
Gothenburg
Hamburg
Hong Kong
Istanbul
Kyiv
Lisbon
London
Madrid
Milan
Moscow
Munich
New York
Paris
Prague
Riga
Rome
São Paulo
Shanghai
Singapore
Stockholm
Stuttgart
Tokyo
Vienna
Warsaw
Zagreb
Zurich

© Roland Berger Strategy Consultants
03/2011, all rights reserved www.rolandberger.com What customers really want
A customer-centric strategy for telecom operators

Study

Klaus-Ulrich Feiler, Klaus Fuest, Dr. Marcus Steiner

What customers really want
A customer-centric strategy for telecom operators

Study

2 |

Study

Table of contents
Management summary

3

1.  hy do telecom operators have difficulties understanding
W
their customers?

4

1.1  ustomer-related data in the telecom industry is becoming
C
ever more complex 1.1.1 Data fragmentation causes complexity 1.1.2 Isolated data gathering makes consolidation difficult 1.2 ncoherent internal structures make it difficult to transform
I
data into knowledge 1.3  tandards are defined by others. Apple, Google and eBay
S
leverage their customer know-how much better 1.3.1 Apple, expert in customer understanding 1.3.2 Google, expert in data mining 1.3.3 eBay, expert in holistic customer understanding

10
11
12
12

2. The customer-centric philosophy: From vision to best practice

14

18
19
20
22
24

2.1
2.2
2.3
2.4
2.5

Stage one: Centralized operations
Stage two: Linear operations
Stage three: Interactive operations
Stage four: Holistic operations
How IT supports the transformation

4
4
6
7

3. Outlook

27

The authors

28

3 |

What customers really want – A customer-centric strategy for telecom operators

Management summary
Idea: Customer
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