Where is my value?
The first step is to identify the key metrics that are truly relevant to value
capture. The customers can be then classified according to their actual usage and
recharge patterns, providing the operation with a more actionable approach.
Our methodology provides different levels of aggregation to address the needs
of different constituencies, but always using a common bottom-up approach that
considers customer segments as a portfolio of assets. At each point (marketing,
strategy, CxO, board) there is a shared criteria: value.
How is it evolving?
Customer value is not a static concept. Customers change their usage and
recharge patterns, and therefore the value they generate, in response to the
different actions taken by us and also by our competitors. The changes (in usage
intensity, internal migration and churn) can be tracked over time for an operator
and can be also compared across operations.
Provided with enough data, we can also establish the link between marketing
actions with impact on changes on usage pattern, and those with impact on
value creation in order to provide additional guidance.
What are the risks?
We provide operators with a portfolio approach to managing the different
customer segments, each of them brings different opportunities that we should
exploit and face different threats that need to be mitigated.
Working with operator’s team we can develop sensitivity analysis for a number of
risk factors for each operation and quantify the impact on revenue for different
situations. These analysis can be used to build synthetic risk profiles to provide
comparison across operations and highlight the areas of concern.