Uncovering the customer potential in the Turkey telcom market

The Business Issue

TTNet needed to understand its customers in profound detail; not only by their usage and attitudes, but also by their potential in terms of usage. They looked to RI to provide the knowledge they needed to better understand their customers.

The Background

TTNet was founded as an affiliate of Turk Telekom in 2006 after the privatization of Turk Telekom, a public company with 20M telephone line subscribers. TTNet's mission is to increase internet connection sales country-wide with different connection alternatives (such as DSL). Since Turk Telekom had always been the sole supplier for land lines, TTNet dominated the internet market with 95% market share among 5M DSL subscribers. After the liberalization of this market, the regulations emphasized that no company could dominate the market. Therefore, TTNet set its mission to increase their penetration.

The Solution

Our research approach included CUPID , RI's proprietary model to gauging customer profit potential. CUPID helped us to evaluate the emotional bond customers had with the company as well as how they felt about the functional interactions they had across all touch-points.

The Business Value

The research findings were used to create a customer potential index score (CPI).With this approach, TTNet was able to revise both its basic and value-added services to create a greater customer base and increase customer satisfaction. Based on the knowledge the research provided, TTNet runs ongoing customer satisfaction studies to monitor and improve their customer satisfaction strategies.