Now-Time Marketing: Unlocking Customer Loyalty – Sponsored by Business Logic Systems (BLS)

‘Real-time’ marketing has been a buzzword among telcos & SPs for several years. Vendors and operators boast

the value of adopting ‘real-time’ or ‘near real-time’ marketing to improve customer loyalty, increase ARPU and

ensure more effective campaign management. In reality, very few deliver true real-time: most are unable to

respond to triggers or events at the moment they occur. Customer 2.0’s expectations are moving faster than

telcos’ ability to deliver relevance. Other companies in the customer’s dynamic value configurations may well

be better-placed to capture ‘now-time’ (ie <1 second) customer value, thus boosting loyalty and increasing

customer lifetime value.