To outsiders, Cablecom GmbH is a powerhouse. But things aren't always as they seem. A closer look at the telecommunications giant a couple years ago would have revealed a precarious house of cards. "We were often in the press and perceived by the market with a very negative image as a company that was just interested in making money and not really caring about customers," says Federico Cesconi, director of business intelligence at Cablecom, the largest cable network in Switzerland with 73 percent of the Swiss cable TV market. The problem stemmed from the organization's traditional telecommunications focus on acquisition versus retention. Cesconi says the company targeted competitors' customers-but competitors quickly followed suit. "We had to defend our customer base from attack by competitors and...that has driven us to be more focused on customer satisfaction and loyalty and retention," Cesconi says.
展开▼
