1
Data Analytics driven Customer Experience Programs :
Measurable Impact across the Customer Lifecycle
Dr. Vinod Vasudevan...
2
The ‘Customer Experience’
It is about what the customer feels/perceives
Not just rational elements but emotions play a s...
3
Customer Experience Management: Influencing each
Individual Journey
Consistent
Customer experience
Persona-driven
Across...
4
MAN
1. Integrate & process all and any data
2. Full-Spectrum of analytics
3. Real-time decisioning and online experiment...
5
Persona driven Customer Engagement
Personas of
same person
360 degree persona driven engagement
Touch point personalizat...
6
Pro-active Customer Experience Management
Churn – breach of
expectation
Churn – absence of
expected experience
Churn -
d...
7
Customer Experience Programs across Life
Cycle stages
2
Prepaid
Postpaid
Etc..
Hold
Cross-Sell
Up-Sell
Retain
Arrest, Et...
8
Real-time Contextual Actions
Location, channel, time, device,…
Ability to convert events to triggers and act on them in ...
9
Example of Contextual Customer Engagement
Objective:
Up-Sell special Internet Recharge pack through recommending next be...
10
Understanding Customer’s Expectations
Predictive analysis based on historic data
• Affinity to products, channels, etc
...
11
Prescriptive Recommendations and Actions
Few Prescriptive analytics use cases
Best fit spot offers - segment affinity, ...
12
Persona + Expectation + Context + Prescriptive = Better Fit!
0
5
10
15
20
25
ConversionRatein
Jul-2012(in%)
Circles
Rul...
13
Example Case Study: Touch Point Personalization
Subscriber Profile – 60+ Million base
Data volume/Day -175 billion ‘row...
14
Measurable Impact: 2 to 7% Economic Value Delivered
Consistent touch point personalization: 1.4% incremental revenue
Cu...
15
Flytxt Overview – About Us
Our vision is to create >10% measurable economic value for CSPs through Big Data Analytics
F...
16
500+
Million
Subscribers
Flytxt in Action
440 Million Prepaid
Customers
60 million Postpaid
customers
25 Million data
p...
17
Thank You
www.flytxt.com
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Data analytics driven customer experience programs

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Presentation by Dr.Vinod Vasudevan, CEO, Flytxt at Customer Experience Management in Telecoms Summit, Dubai on 1st April 2014

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Data analytics driven customer experience programs

  1. 1. 1 Data Analytics driven Customer Experience Programs : Measurable Impact across the Customer Lifecycle Dr. Vinod Vasudevan, CEO @Flytxt. All rights reserved.
  2. 2. 2 The ‘Customer Experience’ It is about what the customer feels/perceives Not just rational elements but emotions play a significant role It is not just about transactions but the whole journey “How customers perceive their interactions with your company.” – Forrester “Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier” -- Wikipedia Cannot fully control customer experience Can influence it significantly. - Pays rich dividends
  3. 3. 3 Customer Experience Management: Influencing each Individual Journey Consistent Customer experience Persona-driven Across Lifecycle Contextual Pro-active care Who is the customer? Young, female, migrant, HVC, Malay speaking, Dubai Which stage of lifecycle? New, handholding, data-growth, hold What is the current context? Time, location, channel, power on, first call, LTE handset, web page What are the customers expectations? Personal affinity, segment affinity, propensity, cross affinity 1 2 3 4 Each individual’s journey is unique. Same events would evoke different emotions in different individuals Same events would evoke different emotions in different contexts
  4. 4. 4 MAN 1. Integrate & process all and any data 2. Full-Spectrum of analytics 3. Real-time decisioning and online experimentation 4. Man-Machine Collaborative Decisioning Patent pending Decisioning Logic Units (DLUs) technology framework Proprietary Global Propensity Associations (GPAs) consulting framework 1. Action oriented Analytics & Telecom Expertise 2. Faster & Smarter end-to-end program Flytxt CEM Solution: Technology + Consulting + Execution FASTER, MORE EFFICIENT, EASIER
  5. 5. 5 Persona driven Customer Engagement Personas of same person 360 degree persona driven engagement Touch point personalization Personalized Service/content recommendation Lost intent revival 1
  6. 6. 6 Pro-active Customer Experience Management Churn – breach of expectation Churn – absence of expected experience Churn - dissatisfaction Churn – carried away by market forces Increased usage Increased uses 2 Acquisition Handholding Usage phase 2 Usage phase 3 Migration phase Revival phaseUsage phase 1 Carefully follow the customer journey to create customer experience at every stage
  7. 7. 7 Customer Experience Programs across Life Cycle stages 2 Prepaid Postpaid Etc.. Hold Cross-Sell Up-Sell Retain Arrest, Etc. Voice VAS Data Roaming OTT, Etc. HVC MVC LVC Custom, Etc. Recharge Usage Subscription Handset Location Cust.Care Network, Etc. IVR Push Channel VAS Insert WAP WEB In-bill In-Store In-App, Etc. Type Objective Services Profiling Context Touch Points Category Construct Advocacy Phase Delighted customer brings in more customers 1 Value Time 2 3 4 5 6 7 Whom to acquire Customer Joins Acquisition Phase Handholding Phase Usage Phase-1 How good is the Service Experience? Usage Phase-2 retain the right customers Migration Phase Prepay Post-pay Post-pay Prepay Neglect Phase Predict churn & retain the right customer Customer Churns Baby care/ kindergarten campaigns, data pack, friends and family campaigns Elite Campaigns, Free minute, Happy hour campaigns, pack upsell, CRBT, new service promo campaigns Upsell/ cross-sell offers, rate-cutter packs, happy hour calling, RMGM Renewal campaigns, talk more offers, happy hour, loyalty offers , free minutes ZMU revival, recharge offers, retention offers Campaign Library across Life cycle
  8. 8. 8 Real-time Contextual Actions Location, channel, time, device,… Ability to convert events to triggers and act on them in real-time by heuristic analysis, soft clustering, affinity analysis,… 3
  9. 9. 9 Example of Contextual Customer Engagement Objective: Up-Sell special Internet Recharge pack through recommending next best action/offer based on the trigger obtained by the subscriber action. Target: Subscribers using Facebook Pack Low data usage Data enabled Handset Subscriber trying to check the new game which is outside Facebook Auto App Launched Gets Instant recommendation of various special offers Redirected to offer Page Recharge Instantly Single App for recharge, offer recommendation and balance check 3
  10. 10. 10 Understanding Customer’s Expectations Predictive analysis based on historic data • Affinity to products, channels, etc • Propensity to spend, churn, etc 4
  11. 11. 11 Prescriptive Recommendations and Actions Few Prescriptive analytics use cases Best fit spot offers - segment affinity, individual affinity, product group affinity Auto discovery of apps/services for customers Proactive churn mitigation Customers of Same Segment Group Products Offer A Offer B Recommend Offer B to the other subscriber of the same segment because of segment behavior Customers of Same Segment Group Products Offer A Offer B Other Subscriber of same segment group now purchased offer A 4
  12. 12. 12 Persona + Expectation + Context + Prescriptive = Better Fit! 0 5 10 15 20 25 ConversionRatein Jul-2012(in%) Circles Rule-based campaign Best-fit recommendation (fair) Offers: Data Plan, 3G plan, VAS usage, International Calling packs, Bundle offers, Recharge stimulation, Seeding, ebill subscription etc…… Channels: IVR, SMS insert, In store, Retailer, WAP portal, Customer care portal, ODP Personas created: CLV (HVC, MVC, LVC), Volatile, Early Adopter, Frequent Handset Changer, Heavy Data user, Social Media Fan, Bollywood Fan, Music Fan, Sports Fan, potential ipad buyer, International Caller Etc… Objectives: Cross sell, Upsell, Stimulate recharge/usage/Service adoption Etc…
  13. 13. 13 Example Case Study: Touch Point Personalization Subscriber Profile – 60+ Million base Data volume/Day -175 billion ‘rows’ at a data integration frequency of 5 Minutes to 24 Hrs. Peak Throughput – 1533 Recommendations per second Total 8 Touch Points Personalized – IVR, webPayment, Retailer, USSD, SOMA (prepaid system), ASCC, MBR, ODP System Specifications Impact Generated 1185 MN Recommendations 8 touch-points personalized 12 MN Unique conversions (~20% subs) 1.4% incremental revenue
  14. 14. 14 Measurable Impact: 2 to 7% Economic Value Delivered Consistent touch point personalization: 1.4% incremental revenue Customer experience programs across lifecycle stages: 12% subscribers converted from floaters to stable users over a 6 month period Real-time contextual customer engagement: 105% increase in conversions AON increased from 2 to 3.5 months through baby care campaigns 0 1 2 3 4 5 Control Group Target Group Conversion% Random assignment through customer targeting Target group Control group Exposed to actions & offers Not exposed to actions & offers Target customers
  15. 15. 15 Flytxt Overview – About Us Our vision is to create >10% measurable economic value for CSPs through Big Data Analytics Flytxt solutions increase revenues, margins and customer experience for CSPs Serving many large CSPs across continents totaling 500M+ subscribers, via a mature CTE model Proven: 2% to 7% economic benefit to customers Headquartered in Netherlands, Corporate office in Dubai, Global Delivery Centre's at Trivandrum and Mumbai; and presence in London, Kuala lampur, Lagos, Nairobi, Dhaka & New Delhi Vision, Mission & Impact Customers (50+ Customers, 32 Countries) Brands
  16. 16. 16 500+ Million Subscribers Flytxt in Action 440 Million Prepaid Customers 60 million Postpaid customers 25 Million data products sold in 2012-13 0.3 Million mobile money transactions for a leading CSP 2 multi-national group level framework agreements 3 out of global top 15 CSPs based on revenue (Q1 2013) 50+ CSPs across 32 countries 300+ Million products sold in 2013 $350 Million Incremental Revenue till now 750K+ Segments served 33% usage enhancement for Kenyan CSP Churn reduced by 25% for South Asian CSP >300% ROI on mobile Ad campaign for handset upsell 1 Billion segment-of- one personalized recommendations served in one CSP 300K opportunity segments served in a year at single CSP Sample text Awards & Achievements IEEE Cloud Computing Challenge B.I.D International Quality
  17. 17. 17 Thank You www.flytxt.com
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