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How should TDC Group sustainably improve revenues in its Danish consumer…
How should TDC Group sustainably improve revenues in its Danish consumer divisions by the end of 2018, while continuously balancing customer satisfaction with commercial viability?
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industry trends
- competition intensifies:
state telecom monopolies + MVNO+ utilities +foreign operators
- changing customer patterns:
the raise of OTT markets
3.The total value of the Danish telco market has decreased by approx.20%in three years.
TDC current situation:
1.lowest (60) customer recommendation among operators (p.29)
2.TDC Group’s mobile network is the fastest in the country,
with average speeds of 28 Mbps (p.48)
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TDC goal:
improve customer satisfaction, which is measured by recommendation score.
Higher recommendation score can increase ARPU and lower churn rate (up to 20%, down to 50%) (p.29)
TDC strategy:
product improvements: improve content offered, cross-selling products
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