It's the Relationship that Matters
By identity on Aug 05, 2008
This highlights a major problem and huge opportunity for telecommunications carriers and their subscribers. I recounted to Shawn the presentation about relationships that Bob Blakley gave at the Catalyst Conference in June. In response to a question I posed, Bob responded, "Companies that succeed online will have close billing relationship with customers. Telcos are there now. Startups are seeking to build such relationships" (paraphrased).
It is true that telcos could have the upper hand in online relationships because they do have such long-term, trusted relationships. However, such relationships could be so much better than they are.
Suppose that AT&T really took advantage (in the good sense of the word) of the fact that Shawn had multiple accounts and a 25 year history of faithful payments. AT&T could offer Shawn premium, preferred services that spanned his multiple accounts, confident that this would provide additional benefit to both Shawn and themselves. This would give Shawn financial reward and access to better services, plus the incentive to stick around for several more years. AT&T would benefit from additional customer loyalty, plus additional revenue from a satisfied subscriber.
So, it is clear to me in this case that Shawn's Identity, while vitally important, is less important that the Relationship he has with AT&T. Leveraging Identity information more effectively to strengthen the Relationship benefits both customer and service provider.
Technorati Tags: Identity, Identity Management, Digital Identity, Relationship, Telecommunications, AT&T