Applying research for effective pricing

Barry Fogarty and Sharon Dimoldenberg

The authors explain how British Telecom used research to understand the effect on customers of the current tariff and to develop an improved pricing structure.

Applying research for effective pricing

Barry Fogarty and Sharon Dimoldenberg explain how British Telcom used research to address customer pricing requirements as well as meeting commercial objectives

Barry Fogarty and Sharon Dimoldenberg
THIS RESEARCH HAS already formed the basis on which more than £900 million of call price cuts have been made and, indeed, well over £1 billion of price cuts will be steered by the findings up to 31 July, 1997. Research can seldom have been used to influence the dissemination of such a large amount of money. BT found itself in the early 1990s...

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