Part 3.2 - B2C marketing: the Next Best Offer or Recommendation marketing

Despite all the hype to turn themselves into customer-centric companies, most Telco organizations are still product-oriented. Marketing departments, are still organized to sell products through mass campaign and not to increase customer’s expenditure promoting personalized services. But in the hype competitive telecommunication world, subscribers are inclined to spend more on the companies which offer personalized product and services. In order to increase their profit, Telecommunication companies must switch to a model where the customer’ lifetime value is maximized; they have to embrace new solutions capable of recommending the right product at the right time in the right location: The Next Best Offer solutions.
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