going the distance

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1、GoingthedistancewithtelecomcustomerswithtelecomcustomersAdamBraff,WilliamJ.Passmore,andMichaelSimpsonCarrierscanincreasetheirprofits—bygettingmorevaluefromexistingcustomersandbeingmoreselectiveaboutnewones.TTelecomserviceprovidersintheUnitedStatesfaceaseaoftroubles.

2、Inwireless,thedaysofdouble-digitmarketgrowthareover,leavingcompetitorstofightforoneanother’scustomers.Inwireline,realrevenuesforlocalandlong-distancecallsarefallingwhilecompetitionfromnewentrantsistakingmarketsharefromincumbents.Cableoperatorsaresufferingfromweakbal

3、ancesheets,toughcompetitionfromdirect-broadcastsatelliteservices,andsharplyrisingprogrammingcosts.Notsurprisingly,sharepricesinthesectorhavetumbledfromtheirhighsin2000,buteventoday’sdepressedpricesarehardtojustifywithoutmuch-improvedmargins.Unfortunately,mostindustr

4、yCEOsarefocusingonmargin-improvingtechniquesthatareeitherhardtopulloff(suchasconsolidationandtrulydifferentiatedproducts)ordifficulttoconvertintoasustainableadvantage(suchascostreductions).Buttheserviceprovidershavesofarunderappreciatedanalternative:maximizingtheirn

5、ewandexistingcustomers’lifetimevalue.THEMcKINSEYQUARTERLY2003NUMBER4Thevalueofthisapproach,knownascustomerlifetimemanagement(CLM),hasbeenprovedbyseveralleadingfinancial-servicesplayers.1CLMinvolvescapturingandanalyzingdataaboutcustomersforthepurposeofmarketingtoands

6、ervingthemonthebasisofthevaluetheyareexpectedtocreateduringtheir“lifetime”withthecompany.Leadingpractitionersannuallydevelopandtestthousandsofnewofferstargetedatnarrowlydefinedcustomersegmentsandrapidlyscaleuponlythemostsuccessfulones.Telecomcarrierscansecureacompet

7、itiveadvantagebyusingsimilartechniquestoextractmorevalueandprofitfromtheircustomerbase.Althoughsometelecomcarriershavestarteddownthispath,nonehaveembracedCLMasacoreinstitutionalcapabilityinthewayleadingfinancial-servicesprovidershave.Untilrecently,mosttelcoswerebusi

8、erexpandingtheircustomerbasethanincreasingtheirexistingcustomers’value.Nowthattimeshavechanged,manycarriersareintuitivelystrivingtoincreas