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- Test
- Yes

Remember the new customers or subscribers you brought on last year, and how great they looked on paper? High credit score, low revolving debt—clean as a whistle, solid as a rock. How do those stellar profiles look right now, in 2011? Still solid? Or has their luster recently faded? In today’s uncertain environment, it’s both a legitimate and prudent question credit departments should often ask. Regular portfolio reviews: illuminate, eliminate Because of the financial relationship between your company and its customers, you have a right to make “soft” inquiries to uncover new credit-quality risk. Red Flag indicators include a recent bankruptcy, an increase in late payments, and other credit obligations staying past due longer. Whatever the changes are, you’re entitled to know them, and regular portfolio reviews are an effective way to illuminate (and eliminate) risk. The other side of the coin Thankfully, telecom/cable credit trends are not all gloom and doom. Many people have actually improved their scores and are good candidates for better terms, better rates and cross-sell opportunities that can increase your wallet share. Of course, once you land good customers, keeping them happy becomes paramount. Increasing the number of products or services they use can make customers “stickier” and more loyal. So if, as mentioned in my previous post, acquisition is about prospect quality (not quantity), then retention and risk reduction are about regular portfolio reviews and keeping people happy. Supplementing reviews by letting customers know you value and appreciate their business, will help them stay put when pesky competitors come knocking.

More prospects equal more profits, right? Not necessarily. But surprisingly, companies in every industry (including cable and telecom) routinely burn acquisition dollars as if it is. The reality is that only more qualified prospects can lead to more profitable campaigns, making acquisitions a clear case of quality besting quantity. But why? No substitute for quality Engaging unqualified prospects is an unprofitable exercise requiring time and resources that are better spent on those who are ready, willing and able to buy from you. Benefits of an effective acquisition strategy include greater: Resource efficiency—less time, money and energy wasted on no-payback prospects Brand loyalty and higher lifetime value—by accurately matching consumers to products they relate to and desire Profitability and less bad debt—this one is probably obvious Fishing where the (best) fish are So how should a profit-minded telecom or cable company identify highly qualified prospects and invite them into the fold? Using a credit-score threshold, where anyone possessing the target score receives an offer, is one method. The benefit is simplicity. One disadvantage is unnecessary risk, as credit score is just one factor reflecting an individual’s creditworthiness. Another possibility is analyzing your best customers’ profiles or most profitable underwriting policies and integrating profit-building criteria into your campaign. This takes a little more effort but the payback potential is higher. Tapping into available sources Many companies find public records a rich source of decisioning data. Others have discovered that adding consumer-credit information to their acquisition formula not only improves prospect quality, it also reduces on-boarding costs. Derogatory payment information, revolving debt levels or unacceptable debt-to-income ratios will all surface in the process, informing and improving your credit management decisions. (Note: using credit data to assess risk requires you to make a firm offer of credit, according to FCRA guidelines.) You’ll do a lot of prospecting in 2011, so remember: when it comes to acquiring new customers, more isn’t better. Better is better. And using reliable, high-quality data is one way to ensure the impact and return of every marketing dollar.

Experian Decision Analytics has recorded increased demand from the marketplace for service integrations with interactive voice response (IVR), a phone technology that allows for automated detection of both voice and touch–tones. In the past quarter, there has been a more than 70 percent increase in IVR interest and it continues to grow. Why is there a demand for knowledge based authentication through IVR? Besides consumer acceptance of out of wallet questions, there is a dramatic increase in the need for remote authentication and fraud analytics that are accurate, not a burden to the consumer, cost–effective for organizations and part of an overall risk based authentication approach. Consumers stay connected in a number of ways — phone, online, mobile and short message service (SMS) — and are demanding the means to remain safe without compromising convenience. Knowledge based authentication through IVR provides this safety. Organizations must consider all the tools at their disposal to keep consumer data protected while preserving and promoting a positive customer experience. Given the interactive nature of knowledge based authentication, it is quite adaptable to various customer access channels, such as IVR, and it enables full automation of both inbound and outbound authentication calls. We know from both our own experience and from working with clients that consumers are more connected, more mobile and more networked than ever before – and fraud trends demonstrate this increases risk. As consumers continue to expand online profiles and fraud artists continue to seek out victims, successful fraud prevention will become paramount to financial survival. Leveraging products already in use by combining the technology capitalizes on an existing investment and is good business.


