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Improving customer loyalty in a crowded, undifferentiated market


A telecom giant wanted to close a sustained gap versus a key competitor in the “likelihood to recommend”(LTR) category.


We identified what the competitor was doing consistently right in the client’s home market. We used advanced analytics, Shapley Regression, to identify key rational drivers of LTR. We applied The Strategic Counsel’s proprietary ‘smart coding’ approach to customer verbatims to uncover key emotional drivers of LTR. We monitored, on an ongoing basis, the impact of in-market factors such as offers, price changes and other tactical activities.


Findings from this competitive LTR analysis identified what our client had to do to close the gap on LTR with its prime competitor. These actions covered corporate brand initiatives as well as key customer and technical service touch points.

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