telco industry pov

IBM Customer Engagement Solutions

Telecom made with IBM

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Telco providers growth has slowed down dramatically as competition continues to divert a

disproportionate share of new revenues

<2%

in global OTT revenue

anticipated by 2020$51B

growth in retail telco

revenues expected

through 2017

Source: Tata Consultancy Services , August 2015; “Telecom Customer Experience Management”, Total

White Paper

The ocean of competition continues to change

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The customer is evolving

The modern consumer expects more from every interaction. Brands can be shaped by social

media and advocacy can be won or lost with each engagement.

81% of customers have received advice about an

upcoming purchase via a social site

11% of Telco executives say they are substantially

engaging customers through social media

Source: IBM Telecommunications, 2014; “A call to action by communications service

providers” IBM White Paper

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Customer experience is the new battlefield

90%begin considering offers from

the competition following a

negative experience

IBM IBV Study 2012; “Stepping up to the challenge,” IBM CMO Study 2014

<50%of consumers take the time to

report a negative experience

with their CSP

In an increasingly competitive and antagonistic marketplace, loyalty is won or lost with each

experience, and customers expect frictionless and personalized interactions across channels.

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Digital Analytics

Customer Behavior Analytics

And our solutions are flexible, so users can begin anywhere and grow in any direction

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Journey Analytics

Customer Experience

Analytics

eCommerce &

Merchandising Marketing

B2B Commerce

B2C Commerce

Omni-Channel Merchandising

Omni-Channel Marketing

Real-Time Personalization

Marketing Cloud

Journey Design

Lead Management

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Lilly, a young professional, is looking to buy a new personal phone

Lilly can’t decide what new phone

she would like to buy so she logs into

her Twitter account to ask her

followers

To Lilly’s surprise, the TellCo Twitter

team send her a reply about their

offerings.

Lilly clicks the link and sees that she

will be offered tailored advice

on devices, network service and price

plans. She will also be given the

opportunity to try out the handsets in

which she’s interested.

Hi Lilly, please click the link below

to see all of our smart phone

products

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Lilly is engaged with personalized service throughout the buying process

Lilly sees she can use this service at anytime by

going into TellCo’s store, but to guarantee she is

immediately attended to, they advise her to book

an appointment on the TellCo website.

Lilly decides to book online as she has a busy

weekend ahead with friends, and has no time to

waste.

Lilly visits the store for her appointment with

Tom who talks her through everything in detail.

Lilly particularly likes the iPhone 6 as she likes

its look and feel and many cool features

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Tellco work with Lilly to describe phone order options

Tom asks for Lilly’s most frequented

addresses so that he can check the

network coverage over these areas,

using his company iPad.

Using his iPad, Tom shows Lilly how

she can compare detailed plans, and

also the added value of each plan

Lilly is big on the blogging scene, posting about films,

books, and plays she has seen. However, she’s not entirely

sure what data usage allowance she would require were

she to start using a new phone to blog.16

Tellco uses customer data to customize a plan for Lilly

Tom asks Lilly what are her top 8 websites, and how

frequently she visits them. This enables him to show,

through the app, how many megabytes Lilly is likely to

consume in a month, based on the average usage for

customers like her.

Lilly is still a little unsure on which package to go with

so Tom tells her about TellCo’s real-time data pricing

plan, which allows Lilly to pay only for the data used.

Tom suggests she use that plan for a month to

determine which plan would be best.

Lilly really likes her TellCo experience in-store, but still

wants to visit another network provider. On her way home

she visits ABC telco. However, they don’t offer an expert

service, like TellCo, and when she asks which data

bundle they would recommend, they don’t use customer

data, as TellCo did. 17

Lilly decides to buy her new iPhone

Later that day, Lilly receives a message from TellCo

with a link to a quote. The webpage contains a basket

with her preferred products and Lilly decides that she’s

going to get it. She selects her delivery method, her

opt-ins and clicks to confirm her purchase.

The next day, Lilly walks into the TellCo store to pick up

her new handset. John, the retail advisor, completes the

set-up for Lilly’s phone and offers to transfer Lilly’s

contacts and photos from her work phone onto her new

handset.

John also enrolls her in the ‘Enlighten Programme’ for

new iOS users. Through this, Lilly receives regular tips

via text – her preferred communication channel - on

how to get the most out of her new device.

1

$

$

$Activate

Tellco

Lilly

Welcome to Tellco Lilly

Tellco Company

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Tellco interacts with Lilly to support her new purchase

One month later, Lilly gets a call from Julie, a

TellCo Rep, who asks how she likes her new

phone. Julie explains that she can see that

Lilly is using a lot of data, and offers advice

on how to switch to high-usage apps, so that

they aren’t continuously consuming data in

the background.

Julie also notices that Lilly is phoning abroad

often, which Lilly explains is due to her

parents living in France. Julie informs her

that TellCo offer an overseas call bundle,

which would reduce her phone bill

considerably.

Lilly is impressed with the proactive way

Tellco helps her and recommends Julie

when asked via LinkedIn

$

$

$

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Lilly is so pleased with the service she

received with Tellco, she posts to Facebook

and Twitter about her experience

Lilly shares her experience to her social networks

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© 2015 IBM

Telefonica | VivoTelefonica Vivo is using IBM Marketing solutions to reach beyond demographics and target segments with the right offers realizing tremendous results.

30%Increase in revenue

generated from direct

marketing efforts

Increase in opt-in rate for

customers who receive

marketing messages5XIncrease in sales on

days that campaigns

are launched 70%

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© 2015 IBM

CelcomCelcom is using IBM Marketing solutions to improve customer loyalty, increase revenue per customer

and reduce churn through personalized campaigns and messaging.

80%

70%Reduction

in campaign

launch times

Improvement

in campaign

performance 98%Engagement

rating among customer-

facing employees

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