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  • Develop a business model to increase ARPU ( Average Revenue Per User ) while reducing operational costs and maximizing investment Deploy an open, scalable and modular solution Optimize agent’s efficiency Increase cross and up-selling opportunities Divert traffic to the unassisted channels (like IVR)
  • Focus on the value of service to face competition and avoid price wars Powerful contact management solution Optimized agent interface Customer info Product and Services Info Powerful campaign management tool Powerful scripting tool Improved service levels Take profit out of all customer interactions to collect and leverage information on the customer base Detailed customer info on the agent desktop customer preferences customer account status activated optional services interactions history (across all channels) Agents will be able to: start an interaction where the last one has ended provide better service advice customers on moving to more profitable products and services avoid selling conflicts with customer’s current pricing plan Be aware of the value of each customer => Focus efforts on retaining the most valuable customers Deep customer knowledge Powerful routing mechanism =>priority calls Skills based routing => the best customers can be routed to the best qualified agents IVR => handle automatically the transactions that do not require human intervention Interactions logged on the uCI repository => find what is the customer preferred interaction channel Agents will be able to: be more efficient and spend more time in providing value added services be better prepared to manage the most profitable customers increase customer retention
  • About the Management team: FERNANDO BRITO BARROS Chief Operational Officer Prior to join ing Altitude, in 1998, Fernando spent 16 years in senior management roles within Alcatel, including positions in Alcatel’s Business Systems Group, as World Operations Director, and head of Alcatel Systems Group in Brazi l CAREER HIGHLIGHTS:Manufacturing Director at Texas Instruments; Service Director at ABB and several management positions in Alcatel STEVE HOLMES GM North America/ Asia Pacific Prior to joining Altitude in June 2000, Steve spent 3 years in Rockwell Electronic Commerce as Vice President Global Sales&Service. Prior to that, he held several positions at Aspect Telecomunications LTD, such as Regional Sales Manager UK, Executive Director UK/NL and General Manager, US and Western Region. Steve has held other senior sales operations positions in UK based companies, including Mitel Telecom, ICL, Ferranti, ITT Business Systems and IBM LTD. DAVID PADDON Vice President Asia Pacific Immediately prior to joining Altitude in September 2000, David enjoyed a high profile as General Manager, Asia Pacific, Rockwell Electronic Commerce. David was responsible for establishing the company’s Asia Pacific headquarters in Sydney and an office in Japan, also putting in place market channels in Hong Kong, Singapore and Korea. Prior to that, he was General Manager Marketing & Business Development with Tandem Computers, a provider of mission critical business solutions for the corporate sector. David has held other senior marketing positions with Australian based IT companies, including General Manager Impact Systems and director of the Gestetner Group of companies, a company at the leading edge of imaging and ISDN business solutions.
  • Latin America Unibanco : Banking  Main application: Telemarketing  36 seats Telesp Celular : Telecom  Main application: Customer Care  1838 seats Banco Itaú : Banking  Main application: Telemarketing  1687 seats Telemar : Telecom  Main application: Telesales  743 seats EMEA Teleperformance : Service Bureau  Main application: Telemarketing  541 seats Vodafone : Telecom  Main application: Customer Care  1197 seats Banco Santander : Banking  Main application: Telebanking & Broker  136 seats Crédit Agricole : Banking  Main application: Telebanking & Help Desk  582 seats Crédit Mutuel : Banking  Main application: Telebanking & Scheduling  361 seats Bre Bank : Banking  Main application: Debt Collection  203 seats Saudi Arab British Bank : Banking  45 seats Qatar Telecom : Telecom  101 seats Atento : Service Bureau  Main application: Telemarketing  1705 seats Renfe : Transportation  31 seats Telefónica : Telecom  Main application: Customer Care  1000 seats Amena : Telecom  Main application: Telemarketing  216 seats North America Dun & Bradstreet : Service Provider  Main application: Surveys  105 seats Teletech : Service Bureau  Main application: Telesales  880 seats Proximedia : Service Bureau  Main application: Customer Support  125 seats SSQ Insurance : Insurance  Main application: Customer Support  79 seats
  • Presentation

    1. 1. Advanced Contact Centers: The road to Successful CRM for Telecommunications Operators in the Arab World. 16-17 June 2004 Riadh Boukhris Vice President Middle East Africa & South Asia
    2. 2. Agenda <ul><li>Telecom Industry Trends and Challenges </li></ul><ul><li>Issue: Contact Center versus CRM. </li></ul><ul><li>Case Study: Tele2 </li></ul>
    3. 3. The Telecom Industry In the Arab World Trends Increasing Competition Increased Customer Sophistication Industry Consolidation Technological Innovation Telecom Industry Technological Innovation <ul><li>Deregulation </li></ul><ul><li>Liberalization </li></ul><ul><li>Price wars </li></ul><ul><li>High Rates of Customer Churn </li></ul><ul><li>Highest cycle of product innovation </li></ul><ul><li>“ Boom” of new services </li></ul><ul><li>Fast time to market </li></ul><ul><li>Ex: Mobile Internet Challenge </li></ul><ul><li>Mergers&Acquisitions </li></ul><ul><li>Large Investments </li></ul><ul><li>Higher customer expectations </li></ul><ul><li>New needs </li></ul><ul><li>Very demanding customer service </li></ul>
    4. 4. Different Maturity Stages Startup Markets Rapidly Expanding Markets <ul><li>Create brand awareness and increase market share </li></ul><ul><li>Implement a cost effective structure that is flexible to grow with the business </li></ul><ul><li>Reduce customer acquiring cost </li></ul><ul><li>Almost no infra-structure </li></ul><ul><li>Mobile operators offer better options than fixed </li></ul><ul><li>Eastern Europe, Middle East and Continental Asia </li></ul>Situation Main Concerns <ul><li>Quickly respond to the market in order to cope with customer base growth </li></ul><ul><li>Expand mobile phone penetration and increase market share </li></ul><ul><li>Adapt the existing legacy systems to the growing needs of business </li></ul><ul><li>Rapid Customer Growth </li></ul><ul><li>Competition is very high </li></ul><ul><li>Southern Europe and Latin America and GCC </li></ul>Situation Main Concerns
    5. 5. Different Maturity Stages Mature Markets <ul><li>Reduce customer churn </li></ul><ul><li>Reduce operating costs </li></ul><ul><li>Provide value added in order to increase market share </li></ul><ul><li>Quickly respond to the market in order to provide new services with a profitable Business Model </li></ul><ul><li>New services booming </li></ul><ul><li>Fierce competition for market share increasing customer churn </li></ul><ul><li>Northern Europe, North America, Japan and Pacific Rim </li></ul>Situation Main Concerns
    6. 6. Main CRM Challenges <ul><li>High rates of customer churn across all segments due to fierce competition </li></ul><ul><li>Increasing costs of customer support due to growth of customer base </li></ul><ul><li>Lack of Customer Knowledge => Marketing and Campaign Management uses outdated information </li></ul><ul><li>Multiple platforms to support customer data => fragmented information by product, by account and by channel </li></ul><ul><li>Interaction channels being treated differently </li></ul><ul><li>Inability to roll out new products and services quickly enough to meet market demand </li></ul><ul><li>Lack of an effective business model to maximize investments , reduce operational costs and achieve sustainable growth </li></ul>
    7. 7. What do Successful CRM deliver? <ul><li>Personalize every customer interaction </li></ul><ul><li>Focus on the value of service to face competition </li></ul><ul><li>Take profit out of all customer interactions to collect and leverage information on the customer base </li></ul><ul><li>Develop a business model to increase ARPU ( Average Revenue Per User ) while reducing operational costs and maximizing investment </li></ul>
    8. 8. What do Tel e co m s need? CIM supporting CRM Source: OVUM Touch points management Voice Fax Email Chat Web WAP SMS Routing Monitoring Scheduling Reporting Scripting Queuing Service Support Marketing Sales Customer contact management Customer-related business processes Customer analysis and insight Organizational strategy Supported by CRM (Customer Relationship Management) Supported by CIM (Customer Interaction Management)
    9. 9. Breakdown of Overall Costs
    10. 10. The Cost Components of a Customer Service Operation Source: Gartner
    11. 11. TARGETS <ul><li>Cost Savings </li></ul><ul><li>Reduce up to 40% in Contact Center Agents </li></ul><ul><li>Reduced human interaction and train for self-care </li></ul><ul><li>Self-care avoids customer support costs of $3 - $6+ per call </li></ul><ul><li>Churn Reduction </li></ul><ul><li>better customer support </li></ul><ul><li>personalized services </li></ul><ul><li>“ locking-in” customers </li></ul><ul><li>Increased Revenue </li></ul><ul><li>cross and up selling </li></ul><ul><li>more customers due to better service </li></ul><ul><li>Improved Customer Satisfaction </li></ul>ROI Strategic Value
    12. 12. The evolving role of contact centres in increasing sales, customer satisfaction and loyalty. Sample Business case: TELE 2 – Transcom                           
    13. 13. <ul><li>Swedish Group Operating in 21 European countries since 1993 </li></ul><ul><li>Largest Pan-European Fixed – Mobile – ISP provider </li></ul><ul><li>TELE 2 Contact Centres managed by Transcom </li></ul><ul><li>40 Contact Centres in 21 countries </li></ul><ul><li>Over 8.000 Agents </li></ul><ul><li>Average size of each Call centre : 200 agents </li></ul>About
    14. 14. What type of applications have we been deploying for <ul><li>Customer Service and Telemarketing </li></ul>Outbound is being used for: <ul><li>customer satisfaction assessment </li></ul><ul><li>telemarketing (cross and up-selling opportunities) </li></ul><ul><li>confirm and update customer data </li></ul>Inbound is being used for: <ul><li>customer doubts and questions </li></ul><ul><li>billing information </li></ul><ul><li>change pricing plan </li></ul><ul><li>activate new services </li></ul><ul><li>handset information </li></ul>Results : Optimized agents talk-time Increased sales; customer knowledge at a low price Results : Guaranteed service levels Increased service quality
    15. 15. What type of solutions have we been deploying for IVR is being used for: <ul><li>providing information about prepaid charging procedures </li></ul><ul><li>changing the pricing plan </li></ul><ul><li>activating roaming and provisioning services </li></ul><ul><li>requesting printed invoice </li></ul><ul><li>getting invoice info and payment details </li></ul>Results : 40% of calls handled automatically
    16. 16. Typical Contact Centre Architecture at uCI PLATFORM Routing rules Supervisor Telephone uCI Repository Campaign Management Customer Intelligent Router Browser Email Firewall Email Server (3 rd party) PSTN PABX CSR CSR CSR Universal Queue CTI Email Gateway Collaboration Server IVR CSR
    17. 17. Who are we ? <ul><li>Private company – 10 years in the business. </li></ul><ul><li>Industry praised uCI TM contact center solution </li></ul><ul><li>Global presence with operations in 11 countries worldwide </li></ul><ul><li>600 live installations with 67,000 Agent Positions in 50 countries </li></ul><ul><li>Wide network of partners </li></ul><ul><li>A worldwide team of 250 people </li></ul><ul><li>In the MENA Region : </li></ul><ul><li>Dubai Internet City: MEA Regional Office since 2000 </li></ul><ul><li>12 people </li></ul>
    18. 18. Altitude uCI (Unified Customer Interaction) Contact Centre Software Solution
    19. 19. Our partners - Top Firms with Global Reach Telecom Operators Systems Integrators/Consultants Switch Vendors Technology
    20. 20. Global Presence with Worldwide Offices Austin Dubai Paris Toronto Sao Paulo London Brussels Lisbon Madrid
    21. 21. Our Customer Base Significant Presence in the Telecom Market As of 2 Quarter 2004 Agent Positions per Market 25% 29% 28% 2% 3% 4% 2% 2% 5% BANKING S BUREAU TELECOM OTHER FINANCIAL INSURANCE UTILITIES MEDIA IT OTHERS
    22. 22. Sample Telco Customers All Over the World <ul><li> </li></ul>
    23. 23. Some Customers within the Telecom Industry? (1/2) EMEA MEA Etisalat / The Contact Centre : Main Application: Telemarketing, Debt Collection  2 01 AP S P A I N Amena : Main Application: Telemarketing, Surveys  4 37 AP STA – Servei de Telecom. Andorra : Main Application: Customer Support  26 AP Telefónica : Main Application: Customer Care  1000 AP Europe PTC Yemen Telecom : Main Application: customer service  150 IVR Ports Transcom – TELE 2 : Main Application: Telemarketing, Debt Collection  8.000 AP P O R T U G A L Group Portugal Telecom : Main Application: Customer Care, Telemarketing  763 AP Vodafone : Main Application: Customer Care  1 792 AP
    24. 24. Some Customers within the Telecom Industry? (2/2) As of 2 Quarter 2004 Americas B R A Z I L VIVO : Main Application: Customer Care  1719 AP ATL – Algar Telecom Leste : Main Application: Debt Collection  32 AP GVT – Global Village Telecom : Main Application: Customer Care  707 AP Mobitel : Main Application: Telemarketing  1018 AP U R U G U A Y ISBEL Telecomunicaciones : Main Application: Telemarketing  232 AP Northern America Telebec (Canada) : Main Application: Telemarketing, Debt Collection  58 AP
    25. 25. Thank You. [email_address]