Oct
AT&T allowed us to conduct qualitative and quantitative research for them. The result was a key brand insight about the Worry Wort, a kind of subscriber who preferred AT&T over rivals Verizon and T-Mobile for a variety of reasons and tended to stick with AT&T for the long haul. The campaigns built around the Worry Wort allowed AT&T to reduce churn and fend off wireless competitors.
It’s doubtful that submitting the same data to AI would produce a finding as incisive as the Worry Wort. This is something to bear in mind if you’re a telecommunications brand seeking to thrive: human perspicacity counts.
There’s a kind of intelligence AI can’t reach. It has dimension, soul, and human inspiration. In the telecommunications business, we’d do well to remember this as we pour more datasets into the maw of AI. If you’re in the telecommmunications business and need human perspicacity, you might call Cascade Strategies. We can help you see things AI can’t see.
Featured Image: (Public Domain)
Top Image: Brownings at English Wikipedia
Jul
How Market Research Benefits Telecommunications Companies
jerry9789 0 comments Brand Surveys and Testing, Brandview World
The Telecommunications Industry Post-COVID
We’re some years removed now from the COVID-19 pandemic, but from that bleak and forlorn stage in time, the telecommunications industry has proven just how essential its services are to the whole world. It’s always been one of those industries that’s expected to grow steadily through the years given the constant need for communication and connection along with the emergence of new technologies. But probably not everyone prior to the pandemic and lockdown could’ve anticipated just how much growth in some of telecommunication’s notable sectors would skyrocket.
What was once the domain of the select few who opted to work, transact, or learn virtually, remote environments have been elevated from viable options to cornerstone platforms in the plans and strategies of businesses and educational institutions. Streaming services gained more popularity during the lockdown, rewriting the book on how we access and enjoy entertainment from that point onward. More and more smart devices are being introduced to the market along with the proliferation of Internet of Things (IoT) applications like security systems. From video conferencing to online collaborations, from seamless viewing experiences to uninterrupted real-time data transmission, providing stable and reliable connections is paramount for the continued success and growth of any telecommunications company.
But beyond that, a telecommunications company must also be able to look forward and recognize areas where it can grow further as well as anticipate any possible changes that could affect the industry, such as shifting attitudes and market trends, lest they fall behind and be overtaken by the more prepared and forward-thinking competition. Telecommunications market research is a vital key in helping a telecommunications company thrive amid an ever-changing landscape while staying relevant and competitive.
Copyright: Yan Krukauo
How Market Research Helps Telecommunications Companies
Great research helps telecommunications companies in a number of ways. A chief benefit from telecommunications market research is discovering and understanding changes in consumer behavior and needs via customer feedback, their buying patterns and other sources. And this won’t be limited to just a general overview, as market research can deep dive into each consumer segment or profile to uncover underlying specific needs and preferences.
This would help guide business decisions in determining whether a new product or service has a viable market or an ideal customer segment as well as identify if there’s an opportunity to improve or rethink existing offerings. Concepts that worked back in the pandemic might not be as appealing or practical the farther we move away from that restrictive period of time.
Market research also sheds light on what current and potential customers think of your telecommunications company’s brand. High expectations could mean that your brand is an industry leader or pioneer, giving all the more reason to stay ahead of the competition by exploring opportunities to introduce new products or services before others could come up with similar offerings. Negative perceptions could reveal where your brand is lacking and whether there’s an opportunity for rebranding or how such a reinvention could be accomplished. How your brand is being perceived could also serve as the benchmark for rethinking strategies, pricing, tiers, or packaging. This also extends to capturing the interest and eventual support of consumers on the fence or converting lukewarm clients into steadfast advocates. With customer loyalty in place, a telecommunications company can effectively devise and implement customer appreciation programs and promotions.
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Navigating The Future with Telecommunications Market Research
Telecommunications companies need great market research now more than ever with the emergence of cutting-edge technologies like AI, cybersecurity and edge computing. But more importantly, we’re witnessing the gradual rollout of 5G network and services which support not only enhanced mobile experiences but also IoT, autonomous driving cars, smart cities and more. Great research can help a telecommunications company position itself at the intersection of these new technologies and the consumer market through the development of relevant products, partnering with tech leaders, and the delivery of seamless integration experiences.
And with the world becoming more and more digitally connected, it’s no surprise that cybersecurity and privacy are becoming foremost concerns. Telecommunications market research therefore becomes key in recognizing and addressing customer concerns over the security of their data and information, shaping privacy policies, and guiding business decisions about which advanced cybersecurity measures to invest in. When delivered in relatable and understandable terms to consumers, a telecommunications company’s effort to soothe data security and privacy concerns can convert into the building of trust and goodwill.
An increasingly interconnected world also means that competition can go beyond borders and achieve global scale. Whether a telecommunications company takes a cautious approach or aggressively expands, market research is that indispensable asset informing company leaders and investors on how to safeguard local market shares, navigate regional and regulatory challenges, recognize key competitors, choose potential partners, tap niche markets, and more.
Copyright: Pixabay
Cascade Strategies and Telecommunications Market Research
All over the Internet you’ll find articles and blogs on how to conduct market research, including research for the telecommunications industry. The question is, would you rather conduct this research yourself or would you prefer tapping into telecommunications market research backed by 35 years of experience?
Cascade Strategies brings to the table over three decades of market research experience, which includes case studies for esteemed telecommunications clients like AT&T, Sprint, and T-Mobile. That experience includes not only a variety of primary research methods encompassing traditional qualitative and quantitative approaches, but also leverages cutting-edge technology like AI. This is accompanied by extraordinarily high-level human thinking to achieve “breakthroughs” — actionable, out-of-the-box insights that build and set your brand apart from the competition. Contact us today to learn more how we can help you with your telecommunications market research!
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Featured Image Copyright: Andres Ayala
Top Image Copyright: wd toro
May
Five Ways AI Can Help Telecom Companies Improve Their Marketing
jerry9789 0 comments artificial intelligence, Burning Questions
By moving away from business-driven marketing towards customer-centric, data-driven, and highly customized efforts, companies like telecom operators can thrive in these rapidly changing times. Here are five examples of how telecom companies can benefit from utilizing Artificial Intelligence in their marketing:
1. Increase in Product Marketing
With the millions of customer data they’ve collected, telcos can leverage AI to create targeted marketing campaigns via text, email, online ads, etc. This helps them gain a more real-time picture of their users’ experiences, thanks to sharper insights, suggestions, and trend recognition. Critical marketing knowledge and understanding of their user base are also enhanced by incorporating machine learning apps and algorithms into their product.
2. Improved Campaign Performance
Personalization as a strategy has proven through time its helpfulness in boosting several types of marketing campaigns. Integrating AI into the mix can rapidly grow its scale and capacity.
Ad targeting becomes more efficient with AI identifying the most appropriate customers for specific ads based on secured information on buying history and user preferences.
And by also automating user journeys, marketers are able to decrease the time and costs of sales targets and conversions.
3. Addressing Customer Service Issues Better
AI allows telcos to respond quickly to customer experience concerns by gathering data and identifying where the user journey fails, fostering customer satisfaction. Various AI-powered software analyzing customer feedback also improves customer support efforts by finding more appropriate, more empathetic solutions.
Front-end customer service employees can also get holistically educated about various issues and scenarios through AI training. Here the AI takes on the role of a customer. AI training also helps businesses cut back on major labor and time costs.
4. Improved Digital Marketing and Customer Engagement
Cloud-based products offer well-integrated data insights and marketing intelligence, machine learning and analytic technologies with recommendations, multi-dimensional visualizations of complex data, and free-form user analysis.
Such products solve problems by allowing users to easily integrate disparate data sources, breaking down traditional silos and enabling insight-driven decision-making.
5. Notifications Sent at More Appropriate Times
AI is also being used to boost push campaign engagement by determining the best time of day to send notifications to consumers, preferably the time they are most open to brand interactions.
With the enormous data and complexities handled in industries, telcos must use AI in staying ahead of competitors. It’s just simpler to address problems and automate solutions, run daily operations more efficiently, and provide better customer service and satisfaction. In the long run, telcos continuing their development along this path are more likely to emerge as undisputed winners.
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