Improving customer experiences will be key for telecom carriers to retain their customers

Gartner Research recently predicted that 80% of traditional telecom carriers will fail when they transform by primarily exploiting content. Facing fierce competition from non-traditional telecom players e.g. Apple, Google, which have a strong understanding of consumers, these telecom carriers might no longer rely on traditional tactics (i.e. price cuts, promotions and basic product bundling) to maintain customers retention. It will be about improving the customer experience, to increase customer loyalty.

According to Gartner, the winners will be those who understand consumers’ needs, focusing on usability and actually giving control back to the users. The losers will be those who focus only on overly technical product differentiation that the majority of consumers will not understand and therefore will not use.