Collinson Latitude Calls for Mobile Operators to Anticipate Customers' Needs and Offer Real Value

Collinson Latitude, a global provider of incremental revenue, membership and loyalty products, is calling on mobile operators to capitalise on their customer data insights by delivering reward programmes that better anticipate customer needs.London 14 January 2012

According to Titterton, the need to move beyond generic offers for all to more personalised benefits is particularly acute for operators: “Mobile operators are facing a watershed in their evolution. Even though mobile handsets have become indispensable lifestyle accessories, clients not only value their handsets however also the content provided by third-party companies. There is a danger of the underlying mobile connectivity becoming a mere commodity. To minimise customer churn and to access fresh revenue streams from clients, mobile operators need to exploit their data insights to surprise and delight clients with loyalty rewards and offers that are timely, relevant and offer real value.

Great position to deliver this type of then

“The good news is that mobile operators are in a great position to deliver this type of then and there generation relationship programme,” says Titterton. “Mobile firms have access to many indicators of a customer’s lifestyle – just as where they live and their travel behaviour. With growing penetration of nearly-field communication and contactless payment, the possibility to track wider buying behavior will be available too. By developing a comprehensive and single customer view through data analysis and insight, operators can deliver targeted benefits that are relevant to the individual and reward loyalty in a unequalled way.

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