Alternative Channels

Originally, most carriers relied on inbound call centers to accomodate the majority of customer contacts. These call centers had strengths, such as the ability to standardize service and to move large volumes of calls. There were also drawbacks, namely a difficulty in segmenting customers and personalizing service.

As competition heated up, the need for alternative ways of reaching customers emerged. In some cases, the imperative was to retain customers. In others, acquisition was the order of the day.

Executive Summary

Methodology

Original Carrier Channel Strategy

Description

Operational Perspective

Marketing Perspective

Pros

Cons

Conclusion

Competition - The Birth Of Alternative Channels

ILECs

DLECs

IXCs

Alternative Channels - The Need For Change

Cost Drivers

Loyalty Drivers

Acquisition Drivers

Alternative Channel Strategies

ILECs

Current Model

Future Model

DLECs

Current Model

Future Model

IXCs

Current Model

Future Model

Profiles

Qwest

Sprint

Rythms

Northpoint

Conclusion

List of Tables

Table 1. Typical Services Found In Call Centers

List of Figures

Figure 1. DSL Subscribers by Type of Carrier

Figure 2. Typical Telemarketing Close Rates By Product

Figure 3. Average Site Visits Per Month For Samples US ILEC Web Site

Figure 4. Average Orders Per Month For Sample US ILEC Web Site

Figure 5. Forecast of Alternative vs Traditional Channel Deployment Trends By Segment