how can it enable customer understanding??€¦ · how can it enable customer understanding?? by:...
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How can IT enableCustomerUnderstanding??
By:Taimoor Khizer Abbasi - Senior Analyst ZTESoftPascal Koster – Managing Director Join Experience
Topics to cover• Finding the best sources of customer insight and effectively using them• Establishing the correct mechanisms for customer feedback• Metrics: key, but only part of the answer• How to grow and fully exploit business intelligence
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What is Customer insight????Definitions of customer insight mostly will include reference to one or more of the standard insight components,such as:
• Who your most valuable customers are• What your customers need• Customer channel preference• Sociodemographic profile
But customer insight varies from business to business,so perhaps the best and most succinct definition of customer insight is
“Any information that enables you to serve your customers better”. This may include qualitative insights such as “whatyour customers need”, and it can also include a diverse range of behavioral and transactional data, and acquiring this datais key to a successful insight strategy.
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Sources of Customer Insight Data1. Demographic surveys2. Operational data3. Customer transactional data4. Front-line staff feedback5. Direct and indirect customer feedback6. Formal customer correspondence
The more closely you can monitor how, when andwhere your customer engage with your organization,the more you can learn about their needs, and the better you can meet them.
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Transforming data into insightSegmentation is the science of categorizing people into distinct groups that share one or more characteristics:
• Sociodemographic (CRM• Behavioural (Customer Center, Internet• Transactional (OCS, DPI, Settlement, Signalling data
High-level overview :Sociodemographic segmentation , what your customers look like.
Deep insight : What they need from you? How they like to transact? How much they are willing to pay?
The more insight you have, the more detailed the segmentation.
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What is Customer label?
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Consumption info Service usage
Loyalty Habits
Social relation trace Social relationship and others
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Service trace
Id Information
Customer InformationInsights
Customer label is the comprehensive description of customers characteristics summarized from the information recorded in the system bymeans of experience and data digging
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Customer insight to support Right Decisions
ALREADY KNOW
MIGHT KNOW
REALLY NEEDKNOW
MAY NEVER KNOW
ConsumptionBehavior
BasicAttribute
SocialNetwork
Preference
Demographics
InternetBehavior
TerminalPreference
StatusUsage
Offer
Account
Terminal
ConsumptionCostLocation
Bonus
APP
Content
Service
Campaign
APP Usage
Social Graph
Contact Info.
Customer Labels
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Customer Grouping
Voice is mainly after schoolJoined the university short number networkActivities in the area of campus
Called university short number network
Parents withChildren
College Users
SecuritiesFinancial Subs
Call the kindergarten.Often receive text messages sent by schoolfixed portChildren's Hospital phone registrationApply or register children's palace
Called the brokerUsed mobile phone securityInteract with the broker portCalled the customer service of handset security
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Precision Marketing via MCCM
Various Data Feeds
Simple Data Sources
Comprehensive CustomerInsight
Simple Business Rules
Dynamic PersonalizedRecommendation
Static Disruptive Advertise
Multi-Channel Collaboration
Single Channel Execution
Integrated MarketingManagement
Scattered Capabilities
Enterprise Knowledge
Individual Experience
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DATA - the Foundation of Smart ActionsCustomer Insight Dynamic Operational Decision In-dialogue Recommend
ETL CEP Context/Recommend
Static Profile Behavior KPI Real-time Event On-line Interaction
Static Slow Moving Fast Moving
MSISDNActivate DateGenderPreferenceEmailFacebook IDtwitter ID…
ARPUMonthly Voice UsageMonthly Data UsageWeekly Top UpDaily ConsumptionWeekly IDD callsDaily YouTube Usage…
Top UpUpgrade New PhoneDrop CallCall Specific NumberSpecific Location…
BrowsingCollectingPurchasingRatingCommenting….
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Customer Feedback Mechanism• Positive feedback through preferred contact channel
• Omni channel experience
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Customer Experience Management• Matrix part of answer
Service PriceService Quality Assurance Competitor
Exception from uses on operators' services
Technical Factors Non-technical Factors
Service quality provided by operators for users
Network Quality Terminal Quality Service Quality Service Content Customer Service
CEMCEMNetwork
BTS A BSC MSC/MGWBTS BBSC
IP NetworkMSC/MGW
Customer
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QoE Assessment Modeling
Customer Perception of specific service in specific region
Accessibility Retainability Integrity Delay
KPI 1 KPI 2 KPI 3 KPI n-1 KPI nKPI …
Access Network Core Network
CPU Load
Congestion rate
…
CPU Load
Congestion rate
…
CEI
KQI
KPI ofNetwork
KPI of NE
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Business Intelligence
Source: Book Business Intelligence – The Intelligent Organization, 2014
Business Intelligence is the business capability of extractingactionable insight from business and market data to supportbetter decision making and improved corporate performance.
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BI Application-
Different benchmark Report data is not reliable Slow response for marketing requirement Too many reports effect CRM/billing
Pain PointBetter
RightInformation
RightFormat
RightTime
Operational PerspectiveRevenue Perspective
Unavoidable revenue leakage due to complicatedbusiness workflow
Lack platform to monitor and process the revenueleakage
Some important control points are done manually
Assurance Pain Point
Rule
Detection
Provisioning RevenueCDR
Marketing Perspective
4GTerminal
Younguniversitytown cell
DataService fans
HighARPU
Which package brings morebenefit?
Pack A Pack B Pack C Pack D
65% 56% 35% 45%
What’s the trend of ARPU andproportion of data service?
25%
75%
65%
35%
55%
4234
100%
75%
49%
96%
Which new 4G tariff is mostattractive?
Who is our potential 4Gcustomer?
Where is our next 4G marketing focus?
Customer Segmentation Marketing evaluation and decision support
Management View
ApplicationIndicators
CompetitionIndicators
TerminalAnalysis
RevenueIndicators
CustomerAcquisitionIndicators
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Reports for Different Business Units
• Call Center Performance Reports• Outbound Reports• Gallery Transaction Reports• Trouble Ticket Escalation Reports
• Stock Reports• Stock Movement Reports• Sale Reports• Provisioning Reports
• Revenue breakdown reports• Balance Reports• RPM Reports• Collection Reports
Finance
Marketing
Inventory
CustomerService
• Subscriber Lifecycle Reports• Subscriber Movement Reports• ARPU Reports
• Terminal Marketing Share Reports• Terminal Replacement Reports• Application Traffic visualization Reports
• How much money havewe earned in last 1hour?
• Which product/offer ismost attractive?
• Which application isheaviest in our network?
• Which terminal bringmost revenue tooperator?
Marketing(big data)
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