Carlson Marketing and Peppers & Rogers Group | June 22, 2009

“We uncovered many interesting facts about the telecommunications industry in our research,” said Luc Bondar, global vice president, Loyalty, Carlson Marketing. “The biggest takeaway is that no wireless company has really excelled in developing strong customer relationships. Coupled with the other insights from the research, it means that companies that get the relationship part figured out will realize more value from their customers.” Carlson Marketing has analyzed relationships in several industries and also was able to conclude from the current study that the wireless industry has the lowest levels of relationship strength compared with the airline, automotive, financial services, and retail sectors. Among the extensive information provided in the study, Carlson Marketing discusses five insights and five actions marketing professionals in wireless companies should know.

INSIGHTS – Wireless providers can … * strengthen customer relationships. * become differentiated. * improve business results. * not just buy strong relationships. * not forget the importance of customer service. ACTIONS – Wireless providers must … * deliver product quality. * say “thank you,” ask for feedback, and apologize when a mishap occurs. * make communications customized and relevant. * continue to innovate. * understand the structure of customer relationships. With “relationships” as the focus of the study, it’s worthwhile to understand what “relationship strength” entails. Carlson Marketing defines relationship strength as the ability of the ongoing exchange between a company and a customer to grow and endure, and to resist any damaging forces that might destroy it. Strong relationships are characterized by: * Trust: a belief that the company has the best interest of the customer at heart, and can be depended upon for respect, openness, tolerance and honesty * Alignment: a two-way affiliation resulting in a rewarding experience which meets the mutual expectations of the company and the customer * Commitment: an enduring emotional attachment to the relationship “The research shows that there is great opportunity for wireless providers to set themselves apart from the past,” said Bondar. “Now it’s just a question of which wireless provider will lead – and which providers will lag.”


About Carlson Marketing Worldwide

Carlson Marketing helps global Fortune 1000 clients increase their ROI by designing and delivering sales and marketing programs that drive measurable results. Carlson provides its clients with cool new marketing concepts, coupled with rock solid delivery across its two global service offerings – Brand Loyalty and Engagement & Events – supported by six core capabilities: Strategy & Planning; Creative, Interactive & Media; Incentive & Event Management; Award Services; Technology Services; and Decision Sciences. Carlson Marketing employs 2,500 marketing professionals in 44 cities across 15 countries. About Peppers & Rogers Group Peppers & Rogers Group is a management consulting firm, recognized as the world's leading authority and acknowledged thought leader on customer-based strategies and underlying business initiatives. Founded in 1993 by Don Peppers and Martha Rogers, Ph.D., Peppers & Rogers Group invented the term 1to1® marketing to illustrate the importance of treating different customers differently, and transformed the concepts into practical methodologies driving financial results for companies.


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