September 16, 2012
As part of the conferences and exhibitions held in
for the 'North Africa Com' Congress, Telecom Review in French had an opportunity to speak with
, the Managing Partner at Peppers & Rogers Group. In this interview, Mr. Jabali focuses on the main concepts and strategies of his company, as well as the potential of the North African market.
As we understand, your business is based on the "one-to-one" marketing concept. How would you describe this concept and what are the ways that you advise the companies to interact with their customers?
The philosophy of our company is built on customer centricity. The founders of our consultancy,
and Martha Rogers Ph.D., had established towards the end of the 1980s the "one-to-one" strategy, which is centered on treating different customers differently based on their values, needs and behavior.
Today, this concept has become the model across industries, including telecommunications. As such, the world of telecommunications is trying to take advantage as much as possible of the power of customer insight. And that is also what we as Peppers and Rogers Groups are trying to do: the more we understand the customer needs and behavior, the more we are able to customize the products and services, and furthermore customize the interactions with customers.
For you, what is the evolution of this concept in
Today, the North African market is similar to most other telecommunications markets in terms of structure, including the
and the Gulf regions.
is a highly penetrated market, highly competitive and facing customers who are more and more demanding. By being customer centric and focusing on "one to one" strategies, operators would be able to develop differentiated services and personalized customer experiences. This would enable them to sustain a profitable growth and manage customers' expectations.
The main question that arises is: Will North African operators be able to survive?