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Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
Excelling in Customer Experience Management using Analytics
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Excelling in Customer Experience Management using Analytics

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  • 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  • 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

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