Hold the Phone!

Not Everyone Hates Contracts   

Telecom Brand Love

Editor’s Note: This is the third post of a three-part blog series that examines how changes in the wireless industry have led to commoditization and what carriers must do to truly differentiate. Register for our December 17 Telecom Brand Love webinar now.

The past two years have brought a seismic shift in the US wireless telecom industry. Market Strategies has been writing about how this once highly differentiated marketplace has been transforming into a sea of beige, making it difficult for customers to differentiate between providers. T-Mobile is doing a brilliant job delivering on its brand promise to customers, but other carriers seem to be following suit instead of honoring their own brand promise. By jumping on the no-contract, one-size-fits-all bandwagon, carriers may be missing an opportunity to understand the generational and lifetime value differences of their own customers.

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To Contract or Not to Contract

Telecom Brand LoveEditor’s Note: This is the second post of a three-part blog series that examines how changes in the wireless industry have led to commoditization and what carriers must do to truly differentiate. Register for our December 17 Telecom Brand Love webinar now.

Living in a more rural suburb in Atlanta, I am used to not having the most cutting edge technologies available at my home. This is why I was incredibly excited to learn yesterday that AT&T was finally offering U-verse to my address—and, even better, it isn’t just standard U-verse but U-verse with GigaPower for Internet speeds up to 1Gbps! GigaPower is 40 times as fast as what I currently have with Xfinity, and the promotional pricing for GigaPower is actually $7 cheaper than what I currently pay.

Seems like a no brainer to fire Xfinity and sign up with AT&T, right? It’s not that easy.

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A Common But Usually Hidden Cost of Net Promoter Score

We receive all sorts of questions about Net Promoter Score (NPS): Where did it come from? What are its major pros and cons? Is it the Holy Grail of marketing research or not?  I answered many of these three years ago in an article for the AMA’s Marketing Research Magazine.

This post addresses the surprising volatility of NPS and how this continues to be a big challenge for users. We frequently hear statements like: “_____ seemed a bit surprised again this quarter by some of the [large] swings in NPS scores.”  Our clients see differences that seem like they should be significant, yet turn out not to be.  Just how volatile is this NPS measure, and how can we quantify this?

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