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Written by Mala Raj
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Monday, 31 January 2011 |
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So Mobile Number Portability is finally here and we are seeing cellphone service providers stumbling over each other to blast television channels with their messaging!
Its interesting to see how each service provider - whether Idea or Vodafone or Reliance - is opening up its doors to welcome new customers with open arms. 'Come to us,' they proclaim, 'And without changing your number!'The point to wonder - has any service provider thought of the importance of RETAINING its existing customers in the context of MNP. Isn't it equally, if not more, important to reassure your existing customer that he/she needs to remain with you DESPITE MNP?! And give them reasons to do so.... The only service which seems to have done this - although indirectly - is Loop Mobile. They proactively launched a widespread campaign about their network and service improvement a couple of months before MNP came into operation. Indirectly implying 'Stay with us, you are on the best network' to their existing customer base. And, as a carrot, the moment MNP became operational on Jan 20th, they sent each of their subscribers a booklet of interesting offers they could cash-in because of being Loop subscribers. Not sure whether Loop Mobile's efforts were planned or coincidental! But the fact is they made an impact in a world that seems to be pre-occupied only with customer acquisition... |
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