Loyalty of SMEs — gray area of telecoms’ marketing

An interesting report of Telesperience prepared for Comarch — a Polish BSS/OSS IT ISV and integrator. Small and Medium Enterprises, that are perceived as one of key growth opportunities by European telecoms, have very low level of loyalty.

80% of the SMEs plan to change their service provider at the end of the service contract validity period. The main reasons are: service quality, problem resolving effectiveness, incomprehensible tariff plans, inaccurate charges.

Loyalty of SMEs is a gray area in the marketing procedures of telecoms — while individual users can be effectively taken care of with use of analytics and standard retention procedures and enterprise customers through individual account management – there is no efficient method for managing retention of small and middle-sized enterprises.

It seems as, with 99% of European business being SMEs, there is a significant room for improvement for the CSPs.

See the report here.