Jola Cloud Solutions' Blog

Supply Chain

Right at the start of the global pandemic, the supply chain for devices, such as 4G routers, was affected. Factories in China had closed down and for a while devices manufactured there were in short supply.

Conferences were cancelled

Mobile World Congress was cancelled, Margin in Voice and Data went online and Channel Live was moved to January 2021. Opportunities to collaborate and partner were lost, as well as companies being out of pocket.

Fixed Line Services

Installation of fixed line services stalled, and some companies reported a decline in sales, as end users looked for an alternative solution.

Mobile Broadband

The need for fast, reliable internet connectivity increased dramatically, with parents working from home and kids being home-schooled. Many households turned to online shopping and invested in online entertainment such as Netflix and Disney+. Although the need for faster internet connectivity was evident, fear of 5G increased, with online scare campaigns linking COVID-19 to 5G masts.

Changes in behaviour

As customers went online, businesses changed their approach, many offering buy-online options, supported by digital marketing campaigns. Messaging changed to reflect the mood of the nation. Companies started to empathise more and respond with positive messaging. Supporting the NHS and key workers became part of many advertising campaigns. As events were cancelled, so were the sponsorships and alternative ways to engage with consumers were developed. With much more time being spent on social networks across the age groups, new digital campaigns were rolled out.

What can we learn from this?

We need to be aware of the changing needs of our customers, as businesses implement return-to-work strategies. It may not be possible for all staff to return to offices, due to social distancing measures so companies may need help managing their IT and Telecoms in a much more flexible way. With so many companies being influenced by social media, do we need to consider our marketing strategies to attract new customers? With so many companies looking to buy online do we need to consider the way in which our customers are now buying services? Do we need to review what we sell and how we sell it? With social distancing here for a while do we need to re-consider the way we collaborate and partner with others to ensure innovation is not stifled?

If churn is a problem within your organisation, you may want to implement a marketing strategy to address this. Identifying the root cause of churn is the key to understanding how to reduce it.

Surveys

Asking every customer why they are leaving is a good start. You can send quick surveys, three questions maximum or call them to see if they can be saved. Often customers will leave to save money. Can you match their new pricing? If service was the problem, you may need to dig deeper. What has caused the problem, and can it be resolved? If it is a one-off compliant, a simple apology and a goodwill gesture, may retain the customer. If the problem runs deeper, you may need to think about internal training and processes.

Engagement

Customers buying more than one product from you are less likely to churn. The saving may not be attractive enough to overcome the hassle of moving. With this in mind, running regular up-sell / cross-sell campaigns to customers may help.

Loyalty

Give them something they can’t buy from anyone else. This may be exclusive products or loyalty discounts. Why should your customers stay with you? Creating a community of loyal customers involves regular communications, offers and exclusive events. Keeping customers up to date with your news is only the first step. Think about why your customers bought from you? Is it the way you do business? Are your interests aligned? Can you do anything to support your customers locally, that national competitors never could?

Touch points

Like all good marcomms strategies, this will involve multiple touchpoints such as emails, social posts, online content, events and calls. You need to develop a relationship with your customers, understand their changing requirements, and continue to meet them better than the competition.

Feedback

Successful strategies will include a feedback loop, to ensure your messaging and offers are hitting the mark. Give your customers regular opportunities to talk to you and feedback on your products, offers and rewards. By involving them in the process, you ensure your strategy will be more successful.

Reporting

Reporting is essential to understand how successful you are being at reducing churn and how much this is costing you as a business. If you get it right, the ROI will be worth it.

Most resellers focus on acquiring new business and many don’t address churn until it is too late.  If you want to grow your business effectively, managing your churn pro-actively, from the outset, is essential.

You can’t grow your business if for every new customer won, two existing customers are lost, yet by reducing churn, your bottom line can be improved.

Acquiring new customers is much more expensive than retaining the ones you have.  Also, the probability of a successful sale with an existing customer is much higher than that of a new prospect.

Strategies for managing churn

Start by setting realistic objectives and KPIs. Make sure they are SMART – Specific, Measurable, Achievable, Realistic and Timely.

Gather information

By analysing churn figures, you may start to understand why your customers are leaving and put a plan in place to turn things around.

If your customers are on short-term contracts in a price-sensitive, commodity market, like mobile broadband, they can give 30-days’ notice and move to a cheaper provider very easily. Customers will move to get more data at a reduced monthly cost.

Red Flags

You may already be aware of issues within the company. Sales may have raised issues relating to competitor offerings, and billing managers may have reported complaints, resulting in withheld payments. If you know where the problems are, you can start to put processes in place to address them.

Depending on the issues raised, you may want to compare your offerings and look for differentiated services. Consider reviewing your ‘buy prices’, on-boarding processes and customer support.

By being proactive and being in constant contact with customers experiencing pain points, you may be able to resolve issues and help to reduce churn.

Prioritisation

Where do I start? Start with your biggest customers by spend. Focus on customers you want to save and who can be saved. 

High demand

Demand for mobile data is high. Homeworkers need a dedicated, more reliable internet connection, keyworkers need access to medical records from mobile devices, and delivery companies need to track parcels in transit. Government funding is being granted to help educate children at home and get people back to work.

Good recurring revenue

Data SIMs are easy to order, provision, manage, bill and support. They do not require extra internal resources, and provide an additional, recurring revenue stream.

New business

Mobile data can help resellers attract and close new business. Companies adding mobile data packages to their website and using SEO, can generate on average 20 new leads a month.

eSIMs

There is huge demand for multi-network SIMs for roaming devices. Jola is a global IoT MVNO, providing the UK’s first multi-network data eSIM to the channel. Resellers can order multi-network roaming connectivity, delivered via GSMA-compliant, removable or embedded data eSIMs in Mobile Manager.

We have deployed a UK-based, resilient MVNO mobile core network, with global connectivity to over 450 networks and local connectivity with all four UK mobile networks. UK-based interconnects and breakout ensure the traffic stays in the UK.

We believe eSIM/eUICC technology is the key to unlocking the IoT opportunity for our partners.

Encouraging customers back

The first thing to think about is how your customers feel at the moment. What are their concerns? Can you help to allay them? Have spending habits changed? Can you help drive spend back to pre-COVID levels?

Re-connecting with existing customers

Reach out to your customers to find out how they feel about coming out of lockdown. By understanding the needs of your customers, you can reflect back and propose solutions to meet their current needs. Pick up the phone, send emails, arrange conference calls with your key clients and put development plans in place.

Supporting new customers

During lock-down many businesses changed the way they operated. As businesses open, companies will be mindful of what brought in revenues for them during lock-down and may be keen to develop these further. Is this something you can help with?

Customising your messaging

Businesses need to build trust with their customer bases, starting by making them feel safe. Communicating regularly with your customer base, being visible locally and being in tune with evolving needs is essential.

Promoting the benefits of technology

For resellers supporting industries badly hit by lock-down, such as retail and leisure can you help your clients recover? Do you have the technology to help them open and drive growth? Demand for digital signage in retail is increasing as retailers work hard to create safe environments to encourage their customers back into stores. Those badly hit may be looking to suppliers for ways to save money on their communications, can you help?

Strength and depth of management

A good way to attract and keep the best individuals at the head of an organisation is to share ownership. Investors like a strong leader supported by expertise in key areas. As the business grows, external investment is a good way for shareholders to de-risk, and ensure the future growth of the company.

Recurring revenues

Subscription models, preferably on long term contracts, are more valuable than once-off project fees. They protect the business in a down-turn and provide a solid base to grow the business, and scale the establishment required to support it.

Cash collection and cash flow

Companies with a high percentage of customers paying via Direct Debit are more valuable. Working capital is more predictable and finance costs, including debt collecting, are minimised. Operate a rolling cash flow forecast and focus on converting as much of the profits into cash. The ability of the business to generate cash is a primary driver when investors are valuing the business.

Product Development

Companies that develop their own unique products and are first to market with new innovations demonstrate value. An efficient and agile product development process demonstrates long term value, especially in extremely competitive markets.

Great sales and marketing

Great sales and marketing strategies and teams are essential to building a strong business model. You must have a process for recruiting, retaining and developing staff as the business grows. Sales and marketing teams that work together by design demonstrate strong management. By building a large, strong, loyal and diverse customer base, you minimise the risk of the business’s reliance on top customers and verticals.

Working from home in our sector has been widely recognised as a success. 100 days in though, how are your employees holding up?

At the start of lock-down, working from home was a novelty for some. They enjoyed their home comforts, without missing a meeting, ticket or phone call. Employers were quick to provide headsets, chairs, screens etc. to make working from the kitchen table or spare room, easier. Companies organised weekly quizzes, checked in regularly with Teams calls and sent little gifts to reward and encourage their staff.

As many of us continue to work from home, and some companies consider making it a more permanent arrangement, do we as employers need to do more, to ensure the health and happiness of our employees?

Companies like Perkbox and Vitality offer employee wellbeing programmes, which include; exclusive free online fitness programmes, free online GP, day and night appointments, same-day prescriptions, perks and discounts, as well as 24/7 emotional support.

Employee Assistance Provider (EAP) Programmes provide articles, newsletters and webinars, on topics such as anxiety, depression, debt management, legal issues, bereavements, relationships and childcare. A 24-hour confidential helpline is provided to all employees to get immediate support and counselling.

Programmes such as these help to recognise and reward staff with online vouchers, but also support physical and emotional wellbeing. They allow you to track the happiness of your workforce, as well as gathering feedback on what could be done to improve motivation and results.

SMEs no longer have to worry about going over their monthly data allowances and getting big monthly bills containing data overage charges, as unlimited data packages are now available. Resellers won’t have customers complaining about overage bills and risk losing them to the competition.

Use Cases

Unlimited data SIMs are being used in 4G routers to provide fast, reliable internet connectivity to homeworkers. They are also used in 4G devices for primary and secondary connectivity.

Wholesale Options

The first thing resellers need to look at when signing up with suppliers for unlimited data packages are the terms and conditions. Are the SIMs fit for purpose? Are they designed to be used permanently in routers? Are they available without speed restrictions? Are they available on short-term contracts? Can they be easily ordered, provisioned, managed and billed? How much margin can be made on these packages?  

Jola

Jola is an award-winning, channel-only supplier of business communications, specialising in unlimited data SIMs. We have over 700 partners including global MSPs, CSPs, ISPs, Systems Integrators, Telecommunications resellers, IT Resellers, and IoT vertical specialist. 96% of partners would recommend us. In a recent partner satisfaction survey, Jola scored a Net Promoter Score of 61, which categorises the company as ‘great’. Our unlimited data SIMs are available on Vodafone and O2 networks. We offer a range of contracts from 30-days to 24 months. Our tariffs support 5G subject to device compatibility and network coverage.

Resellers have been supporting care homes by providing smart devices used by both residents and care workers to raise alarms and track the health of the residents. They have also been installing CCTV cameras to increase security and video telephony solutions to facilitate contact with family members.

The challenge care homes face with 4G data is the lack of visibility and control. They manage an estate of 4G devices and SIM contracts, but cannot monitor and track usage, which results in monthly data overage charges.

Specialists are partnering with Jola to provide solutions which include Jola data-only SIM cards, which can be aggregated and monitored within Mobile Manager. This means that usage can be spread across the estate with heavy-use devices taking the un-used data allowances of lower-use devices.

As many more businesses plan their openings, the channel prepares to support their changing IT and telephony requirements. For many, Microsoft Teams has been a great tool for video calls, group meetings and collaboration during lockdown. Some are now considering adding a calling plan to be able to talk with people outside of Teams.

One stumbling block some employees find is the move away from handsets. They are used to handsets on their desks, they hold their frequently dialled numbers and are plug and play so can be used at home or in the office.

Direct Routing

Direct Routing for Microsoft Teams offers much more than the standard Microsoft Calling Plans. Jola’s Direct Routing offering offers numbers in 167 countries and every area code in the UK. It comes with free UK calls, competitive international call bundles and unlimited in-country local call packages.

We are the first Direct Routing supplier to offer handsets, certified for Microsoft Teams. The new handsets are cost-effective, with multi-touch screens and HD audio. They are also compatible with Bluetooth headsets. 

As businesses return to work, we think Direct Routing for Microsoft Teams users could be a great opportunity for the channel to increase ARPU and win new business.