Optimizing of customer loyalty

For a mobile service provider, we have developed a business and marketing strategy to optimize customer loyalty.

Starting position and objective

  • Rising customer turnover and endangered value of the customer base of a German mobile service provider
  • Increasing intensity of competition due to aggressive market development of relevant competitors
  • Development of a concept for strategic realignment of market development is necessary


  • Development of a market, competition and sales channel analysis and derivation of a market development forecast
  • Evaluation of market entry barriers, competitive intensity, customer-specific performance requirements and identification of success factors
  • Development of a market development strategy including actual and ideal positioning of the client within the customer segments with subsequent cross-segment marketing mix conception
  • Derivation of a concept for the optimization of stationary and mobile sales


  • An optimization of customer loyalty in the context of customer relationship management was successfully implemented