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2. Excelling in Customer Experience
Management using Analytics
Can Hurcan
Group Marketing Director
Lap Green Networks
Cape Town, Africa Com
November, 2013
1 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

3. INTRODUCING LAP GREEN NETWORKS
Lap Green Networks is a subsidiary of Libya Africa Investment Portfolio (LAP), providing
telecommunication services actively in 3 African countries and launching its 4th operation in 2014
Presence in Africa
Operation details
Uganda Telecom (UTL) – UGANDA
• Mobile, Fixed and ISP services
• ~800k subs
Gemtel – SOUTH SUDAN
• Mobile services
• ~400k subs
GreenN – IVORY COAST
• Mobile services
• ~400k subs
GreenN – SIERRA LEONE
• Mobile services to be launched in
2014
2 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

4. AGENDA
1. How does Customer Analytics relate to Customer Experience?
2. What information is still untapped on Customers Experience?
3. How should operators use this information to excel in CEM?
4. Q&A session
3 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

5. CUSTOMER EXPERIENCE MANAGEMENT OVERVIEW
With the recent focus in customer experience, operators have started to build CEM units based on the
customer life cycle and customer-operator touch points
Customer
life-cycle
1.
Getting to
know
1.1
2.
Buying
2.1
3.
Activating
3.1
4.
Using
5.
Paying
5.1
4.1
6.1
Prepaid
reloads
Voice
Above the line
Broadband
Broadband
1.2
3.2
2.2
1.3
3.3
VAS
Direct sales
1.4
Value
proposition
perception
Prepaid
4 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks
Retention
Contact
Centre prepaid
6.4
Contact
Centre
Broadband
6.5 Alternative
channels
Postpaid billing 6.6
Store
Win back /
Loyalty
5.4
4.4
Welcome packs
7.1
Contact
7.2
Centre postpaid
Balance
enquiries
Messaging
Postpaid
Contact
Centre access
7.
Leaving
Prepaid add-ons6.3
5.3
4.3
Branding
Touch
points
6.2
5.2
4.2
Store channel
6.
Contacting
5.5
4.5
Roaming
6.7
Correspondence
Bill payment & 6.8
collection
Handset repair
7.3
Churn

6. CUSTOMER ANALYTICS OVERVIEW
Likewise, lately, operators have started to shift from aggregate level reporting to detailed analyses,
driven by Customer Analytics
Gross adds
Total Revenue
Active base
Inactive base
Churners
1
Customer base overview
Trend analysis
3
2
Gross Adds
analysis
ARPU
4
5
Active base
analysis
Inactive
base
analysis
One-time,
recurring, usage
fees
6
Usage analysis
7
Payments and
credit collection
Consumer payment behavior analysis
5 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks
Churners
analysis

7. HOW DOES CUSTOMER ANALYTICS SUPPORT CUSTOMER EXPERIENCE MANAGEMENT?
Based on different data resources, Customer Analytics generate relevant insights for CEM units to come
up with actions to improve operator’s performance at various customer touch points
Defining
the action
(microsegments
customer
or
location)
Understanding
of the
issue
Increasing
churn
BTL Broadcasting
Customer data
CS
systems
Localized OpCo
performance
Network
Sales
Improve
d Churn
SMS
USSD
PRIC
E
IN
Billing
systems
Delivery
and
impact
measurement
S&D
COMM
IVR
Outbound
CS
P&S
NW
GIS
DEVICE
On-the-ground
Billboards
Sales teams
e
Promos
Network
Low
Broadband
adoption
6 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks
Increased
Broadband
adoption

8. AGENDA
1. How do Customer Experience and Analytics relate to each other?
2. What information is still untapped on Customers Experience?
3. How should operators use this information to excel in CEM?
4. Q&A session
7 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

9. “TRADITIONAL” INPUTS FOR CEM UNITS
Historically, operators were using aggregate level Customer Care inputs as well as external Brand
Health Checks to understand customers’ satisfaction with the services provided
1
Customer Care insights
• Until recently, operators have been looking at
Customer Care reports (Call Center inbound and
outbound calls, Service Center, Self-care Portals
stats) to track Customer Experience
8 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks
2
Brand Health Checks
• External surveys have also been a good tool for
operators to compare themselves against their
competition, reflecting customers perception of
the operators in the market from different angles

10. “UNTAPPED” INFORMATION FOR CEM UNITS
However, recently, operators are starting to cross new sets of information mainly from Network,
Customer Care and Sales with Customer Analytics to generate valuable Customer Experience insights
Untapped information categories
A
Network
• Network performance details
are available at a subscriber
level for each transaction (e.g.
drop call per MSISDN) and
therefore can be crossed by
other commercial information
such as:
-
Value segments
Regional comparison
Churners
Handset types
Etc.
B
Customer Care
• Each interaction of the
customer with the operator is
available for Customer Analytics
teams to drive conclusions on:
- What are the key areas of
concerns for High value
customers?
- Which complaint plays the key
role in customers deciding to
churn?
- What do the Gross adds from
different value segments that
have churned from
competition say about the
competitors?
Customer Analytics
9 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks
C
Sales
• Acquisition and using related
transactions happening in
channels can be used to
understand customer
perception:
- Recharge behaviour over
period of time reveals
channel-related issues (e.g.
stock-outs)

11. AGENDA
1. How do Customer Experience and Analytics relate to each other?
2. What information is still untapped on Customers Experience?
3. How should operators use this information to excel in CEM?
4. Q&A session
10 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

12. ANALYTICS LED CEM UNITS
As more information is processed from a customer-centric approach by one single unit, operators get
comprehensive understanding of Customer Experience and can come up with right resolutions
Sample data
Layers of information
Conclusion
Usage evolution
Customer
behaviour
Multi-SIM
Drops intl’
Churn increase
Customer distribution
High Value
Mid Value
Low Value
Sales & Distribution
OpCo
performance
Branded POS
Franchised
Other
Network performance
Above SLAs
Meets SLAs
Below SLAs
High value customers
have increased multi-SIM
adoption and increased
churn levels in certain
areas…
Distribution do not
represent any issues as
sales presence is strong in
those areas
…however after looking at
Network performance,
sites in those regions
appear as
underperforming
Demographics layer
Market
demand
11 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks
Decrease in Market Share
Stable Market Share
Increase in Marker Share
Resulting to decrease in
High Value customer
concentrated cities

13. AGENDA
1. How do Customer Experience and Analytics relate to each other?
2. What information is still untapped on Customers Experience?
3. How should operators use this information to excel in CEM?
4. Q&A session
12 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks