Have the top U.S. telecom operators been focused on the wrong goals? In recent years, these businesses have been hyper-focused on chipping away at each other’s customer base to attract new clients. The number of starting contracts each year is low, so the same companies are pushing and pulling to capture market share in a finite pool of customers.
Wall Street has been driving this behavior as it measures net adds and churn. The reality is that other levers are more important to consider when it comes to the growth and success of the company.
Telco leaders should be less concerned about churn and adding customers and more concerned about not losing the customers they have. Customer engagement creates a growing, two-way relationship between a customer and a brand that delivers mutual value at every touchpoint.