Forum – Creating customer insight
David CowanForensics
THE CASE STUDY
A brand was losing market share to a dangerous and new type of competition. Customer insight led to a radically different competitive strategy.
THE NEW COMPETITION
A European fixed-line telecommunications company was being attacked by cable operators and was losing customers at a rate of 50,000 per month. This was a serious haemorrhaging of revenue – €200 million per year – which in a fixed-cost business meant that most of this loss fell straight to the bottom line.
The cable operators offered cable television and cheaper cable...