A shift in emphasis is taking place, from customer conversion to customer retention.

Mobile warfare

Accenture research shows in the rush for critical mass, existing mobile phone customers are forgotten. And, given fierce market place competition there are plenty of alternatives. Consequently 86% of respondents switched service provider in the last 12 months, compared to 67% global average.

Influential and aware

Increasingly influential Indian consumer clearly understands their value, and telecoms companies are forced to place emphasis on end-to-end consumer brand experience as they look for ways to recoup acquisition cost and retain profitable customers.

Although mobile specific, new entrant brands, banks, internet service providers and utilities companies should heed the warning.

Service delivery

Vodafone - 64 million subscribers - now concentrates on providing multiple communications channels - online, in-store and telephone - to resolve customer problems. Consumer can also expect stellar service; call centre staff and retail staff are put through training and refresher courses.

Looking to claim customer service high ground and lead on market knowledge, Tata Teleservices - 33 million subscribers - has launched "Customer Relationship Council", to evaluate customer service while cleverly reporting back on competitor activity - pricing, tariffs and special offers.

Bharti Airtel - 91 million customers - aim is to make it easier for call centre staff to solve immediate customer queries.

Shift in strategy - building a relationship

As strategies shift from conversion to retention, the customer experience is set to become all-important. Service packages, pricing tariffs, handsets and software will be customized to suit customer segments, e.g. mass market pre-pay (big on volume, low profit) versus Indian-international jet set (low volume, high profit).

Future best performing operators will be the telecom companies that shift their mindset quickest.

Customer segmentation will become a vital tool to help map out appropriate communications activity throughout the brand and consumer relationship. This approach provides opportunity to create deeper bonds between brand and consumer.