McKinsey & Co. have written some very informative and useful articles on how to keep mobile subscribers loyal.
The proven adoption of an approach known as Customer Lifetime Management (CLM) by several leading financial-services players over the years, is the key to maintaining loyalty, trust and customer retention. * You will need to be subscribed to read the articles, but some are free.
CLM involves capturing and analyzing data about customers for the purpose of marketing to and serving them on the basis of the value they are expected to create during their “lifetime” with the company. Leading practitioners annually develop and test thousands of new offers targeted at narrowly defined customer segments and rapidly scale up only the most successful ones.