1、Embracing the Loyalty EquationEmbracing the Loyalty EquationHow telcos can reimagine experience and engagement to grow B2C2Embracing the Loyalty EquationSwati VyasResearch Principal AuthorsContributorsSharad Sachdev,Managing Director,Communications and Media Juan Llaneza,Associate Director,Song EMEA

2、 Erik Ziegler,Associate Director,Song EMEA Nic Strahl,Communications Industry Content Marketing LeadMark Flynn,Management Consulting Senior PrincipalResearch TeamAjay Garg,Research Senior Manager Anshika Gandotra,Research Specialist Devraj Patil,Research Senior Analyst Krishna Kanth Sutraye,Research

3、 Manager Tushar Gupta,Research SpecialistRamani Moses,Lead EditorPriya Verma,Co-EditorFrancesco VenturiniSenior Managing Director,Communications and Media Industry Practice LeadAstha BhardwajManaging Director,Grow B2C Lead,Communications and Media IndustriesAndrea OrlandoResearch Associate Manager C

4、ommunications&MediaUma ParvathyManaging Director,Strategy and Consulting,Communications and Media IndustriesAlfonso ImbrodaCommunications&Media Accenture Song Industry Practice Lead3Embracing the Loyalty EquationPage 4IntroductionPage 8The Loyalty equation:Trust+Page 5Reinvigorating telcos B2C strat

5、egyPage 12Completing the equation:AI and the customer experiencePage 6A renewed focus on the customerPage 18Completing the equation:Customer relevance&engagementPage 23ConclusionContents4Embracing the Loyalty EquationIf theres one thing the communications industry has gotten right,its trust.Consumer

6、s have confidence in their communications providers to protect data and provide services.Our research finds that telcos rank among the top three providers when it comes to consumer trust based on data security.Yet that trust is not matched by loyalty.Thats because trust is just one part of the loyal