GLOBAL 2016: Telecoms need to communicate more emotionally
The telecom providers continue to struggle to develop emotional connections with consumers, particularly millennials. Much of what telecom brands provide is invisible and happens in the background. The result is that they don’t get any credit while the network is functioning, but when it cuts out, they’re the target of all the consumer’s frustration. This is especially the case among millennials, a generation accustomed to being able to browse and connect any time, and practically anywhere. For them, digital connectedness is a baseline expectation.