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Telecommunications — Putting the brakes on churn

What it takes to succeed in telecommunications today

Technology isn't everything/Part I - As brilliant as your development team may be, you won't always be on the leading edge. There are just too many other players, variables and unknowns. Fortunately, many of your customers aren't just slaves to the latest and greatest. They recognize that things change quickly and you'll have a comparable offering not too far down the road. So, to them, it's often not worth the "change cost" to switch providers at the drop of an app.

Technology isn't everything/Part II - However, your customers will not tolerate bad customer service. If their relationship with you goes south, there's no reason to stick around when you're not the flavor of the month. It's critical that you empower all of your customer-facing personnel with the ability to make things right, immediately, no matter what the problem is. If you do that, you'll pick up customers from your competition when you're on the leading edge. And when you're not, you've eliminated a key reason customers give up and leave.

Hold hands while you run - The advances of one group or department won't spell success if the rest of your organization isn't in the loop. Your brand is composed of all the messages sent by your company. If each of those voices is saying something different, your brand may appear to be schizophrenic - not the most attractive quality to a customer. So swallow your pride, stop being territorial and ensure that everyone is walking... and talking... in step.

Treat your customers like hardware - Your service offering may be largely based on your ability to identify a specific device and know what data it should receive. But do you apply this to marketing communications too? Instead of segmenting your customers and sending only relevant information to each one, are you blasting generic messaging to everyone? Are existing customers getting "New customers only" offers? If your core competency is supposed to be data mastery, that's a sure fire way to make your brand look incompetent.

See online acquisition work and results for DIRECTV.

We've Helped Build the Businesses and Brands for:

DIRECTV (2004-2009)
Hughes Communications

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Applied Materials CapitalSource Bank Chevron Federal Credit Union City of Hope Crowell, Weedon & Co. Dunn-Edwards Paints EZ Lube Junior Blind of America Leafwing Center Luxury Link Mitchell-Vance Laboratories Monrovia Nursery Co. NuSil Silicone Technology Panasonic Solutions Company Public Storage Roland Corporation U.S. Tahiti Tourisme North America Whole Foods Market zpizza

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"The integrated approach used by The Phelps Group allows us (our company and our team at the agency) to maximize efforts in advertising, public relations and even with our promotions." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

"I like The Phelps Group approach. They build a team of individuals around my business that I work closely with day-in and day-out on everything from strategy to tactics. Everyone on the team talks candidly about the business and this leads to solid thinking and excellent results." -- Tim Bosveld, VP, Marketing, Dunn-Edwards Paints

"With our extremely tight deadlines and often very short planning windows - the agency’s ability to deliver on time / on strategy is appreciated." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

"With the longevity of our relationship with the agency, they have a very in-depth knowledge of our business, our partners, strategies, objectives and overall goals." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

"It's refreshing to work with an agency that appears to genuinely care about the business and not see it as just a revenue source. The client service, the constant willingness to help in any way possible, and the attention to detail on top of very good work make the agency hard to match." -- David Collins, Director of Marketing, Public Storage

"I'm a marketer who believes that good marketing is Marketing + Public/Media Relations soooo any media opportunity that crosses my desk that works strategically I am all over it! Thanks again to The Phelps Group – they did a great job in helping us make this successful." -- Yvonne Hamilton, Marketing Supervisor, Whole Foods Market Colorado Springs

"Teams on both sides work in collaboration for a positive end result." -- Al Keahi, Managing Director, Tahiti Tourisme North America