Big data has led to big changes in marketing, and Telecom marketing teams are finding that leveraging location data can lead to impressive (and measurable!) gains in profitability. Location intelligence is a digital technology that offers Telecom companies insights they can leverage to optimize a wide range of customer touchpoints. Each of these customer touchpoints is essential for driving growth and improving customer retention.
Here’s a checklist of 4 customer touchpoints that Telecom marketers can optimize using location intelligence:
Locate Your Target Market
Identifying your target market is the base on which all customer touchpoints stand on.
A strong location intelligence platform offers dynamic search capabilities, allowing you to find where your target market is by inputting certain data points.
For example, if you’re seeking to expand into markets with a high concentration of people ages 24-40 and within a high income bracket, you can search for that information and view it on a digital map. Or perhaps you want learn more about an area that is heavily targeted by one of your competitors. You can do all of this using location intelligence. Additionally, you can see if the areas in your search results align with your existing areas of coverage.
Develop Excellent Customer Service
Customer service is arguably the most important customer touchpoint. This is especially true in today’s social media-driven world, where any bad customer experience has the potential to go viral. Location intelligence platforms help you cleanse and standardize addresses across databases, which results in improved customer service efficiencies from billing and starting services, to handling service calls and customer complaints.
Empowering your customer service team with location data allows them to react quickly and efficiently. For example, realtime mapping data of your service areas helps with timely scheduling of service providers. Dynamic location data helps your customer care team respond to all types of service calls more effectively, and even helps them upsell features when they have a digital map-based view of what’s offered in every coverage area.
Effective Automation Processes
Today’s customers are becoming increasingly accustomed to self-servicing automation services. When they land on your website, they likely want to know cost and availability of services and features for their address. Streaming updated, accurate location data onto your website ensures you’re able to deliver an automated process that effectively serves your customers. This includes allowing them to schedule technicians for service calls, and to find whether you offer the features and services they are seeking in their area. Integration location data with automated customer care systems ensures your customers get accurate information.
Deliver Targeted Messaging
Messaging is involved in every customer touchpoint, whether it’s online, on a bill, or in an advertisement. Location data allows you to better understand the market within a given region so that you can get very specific about your messaging. Additionally, it offers accurate addresses for effective direct mail campaigns. Furthermore, you can leverage geofencing combined with customer data to deliver messaging within high-traffic areas of your target market.
If your company has decided to reach out to a specific area, a location intelligence platform helps you understand and precisely segment demographics in your target market. Perhaps one area has a high concentration of young families – this would indicate that family friendly programming is likely a major selling point. Or perhaps there is a sizable community of high-income households. This would indicate customers who are likely keen to take advantage of advanced, pricer features.
Today’s consumer is highly responsive to personalized marketing. Leveraging location data helps Telecom companies know their markets better, allowing them to deliver messaging, service, and overall customer experiences that truly delight customers and help set you apart from the competition.
Click here to learn how DMTI Spatial helps Telecom companies throughout Canada.