The eye of the storm for telecoms: can increased marketing spend save the day?

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But however simple and obvious that statement seems, achieving excellent, even outstanding, customer service is more involved that it might first appear, not least because telecommunications is such a challenging sector. Why? Because on the one hand, digital innovation is continuous, requiring telecommunication companies to constantly innovate to improve the technologies available to users – and to stay ahead of the competition. On the other, customer expectations are constantly rising, setting ever higher standards for quality, requiring companies to be able to proactively address those challenges.   New competition from OTT (over the top) services that offer digital content and services directly through the internet with new freemium models have placed many traditional telcos in crisis when it comes to acquiring new users. So how can companies embrace the challenges to restart the sector?   Social workers can play their part   In this regard, changes are needed that involve various aspects, from transforming the core business, to regulatory interventions that are able to reconcile market evolutions with fair competition…

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