Case study: Asian Operators Designs Strategic Crm Roadmap


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Case study: Asian Operators Designs Strategic Crm Roadmap

  1. 1. Case study: Asian Operator Designs Strategic CRM Roadmap Customer-focused transformational change allows a telecom operator to anticipate customers’ needs and provide a customized service across all touchpoints. COPYRIGHT © 2014 ALL RIGHTS PROTECTED AND RESERVED.
  2. 2. The Challenge: Launching an organization-wide CRM system to improve customer service Challenge: Telecom operators are under intense pressure to keep operating costs, while growing customer share, improving customer retention, and increasing revenues with new service expansions. To meet these challenges, many are increasing their investments in CRM solutions. In 2012, a leading Asian operator embarked on a transformational change to improve its customer focus by developing capabilities to anticipate customers’ needs and provide a customized service across all touchpoints. The client decided to launch an organization-wide CRM system to enable this transformation and provide deeper insights into customer needs, behavior and value. 2
  3. 3. The Approach: Three phases to an integrated customer experience Peppers & Rogers Group worked with the operator in a three-phased approach. In the first phase the team conducted a current state assessment to: • Understand capabilities in terms of data integration, customer analytics, customer experience management (CEM) and customer value management (CVM) • Understand the pain points across customer lifecycle for all business units • Determine best practice examples • Help determine best practices examples Phase 1: The team used its CRM framework to assess all the main dimensions of a CRM implementation system. Using this framework we highlighted the issues around each subcomponent, the impact on day-to-day business, and the readiness for it to be integrated into the CRM system. 3
  4. 4. The Approach: CRM Assessment Framework for Readiness 4
  5. 5. The Approach: Creating moments of customer delight Phase 2: In the second phase, the team developed customer delight moments that can be achieved once the CRM system is in place. Because a CRM system is switched on by phases, the team provided more than 50 customer delight moments that the operator can implement. These wow-factors were prioritized by ease of implementation vs. business impact. 5
  6. 6. The Approach: Customer delight example Below is an example of how the team set up a customer delight moment around the reimbursement of funds to a customer who experienced drop calls. The CRM system can automatically sense a dropped call and reimburse the amount of the call duration back to the customer, thus creating a wow-moment that shows that the operator is constantly looking out for its customers. 6
  7. 7. The Approach: Prioritize a customer-centric action plan Phase 3: Finally, Peppers & Rogers Group recommended an action plan based on the client’s customer-centric vision, along with existing capabilities and gaps. The team developed an 18-month roadmap of all the non-technology activities that need to take place for a successful CRM launch. Some of the key points were related to activities such as PMO, customer segmentation, data transformation and integration, customer analytics, and customer experience strategy. 7
  8. 8. Insights & Outcomes: Take Action Around the Customer Experience Given Peppers & Rogers Group’s assessment and recommendations, the operator is currently reviewing its next steps, including aligning recommendations with organization strategy and goals and prioritizing certain initiatives for pilots and deployment. The operator has new insight on what organizational capabilities they need to develop in parallel to a technology roll-out. 8
  9. 9. Corporate Headquarters: 9790 South Peoria St Englewood, CO 80112 USA +1 (203) 989-2200 COPYRIGHT © 2014. ALL RIGHTS PROTECTED AND RESERVED. The information contained in this document, much of which is confidential to Peppers & Rogers Group, is for the sole use of the intended recipients. No part of this document may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of Peppers & Rogers Group. Peppers & Rogers Group is a division of TeleTech.