Worldwide, across industries, customer care is one of the top concerns. In the telecoms sector, next to network quality, customer service is rapidly becoming a key success factor to ensure best-in-class service. In spite of its importance, operators continue to care for their customers through legacy CRM systems, which are inadequate in meeting the demands of today’s customers. Operators need a paradigm shift in their style of customer care to protect the interest of both subscribers and the operator themselves. This paper (part 1 of a 3-paper series) introduces Help Desk 2.0, the next generation help desk system that revolutionizes current practices through automated and proactive customer care mechanisms to ensure service excellence, enhanced top line and sustained bottom line. In the upcoming paper, we will focus on the business advantage of employing Help Desk 2.0 focusing on cost control, revenue enhancement and retention. This will be followed by a technical interworking paper, centered on how to implement Help Desk 2.0.

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2. Abstract
Worldwide, across industries, customer care is one of the top concerns. In the telecoms sector, next
to network quality, customer service is rapidly becoming a key success factor to ensure
best-in-class service. In spite of its importance, operators continue to care for their customers
through legacy CRM systems, which are inadequate in meeting the demands of today’s customers.
Operators need a paradigm shift in their style of customer care to protect the interest of both
subscribers and the operator themselves.
This paper (part 1 of a 3-paper series) introduces Help Desk 2.0, the next generation help desk
system that revolutionizes current practices through automated and proactive customer care
mechanisms to ensure service excellence, enhanced top line and sustained bottom line. In the
upcoming paper, we will focus on the business advantage of employing Help Desk 2.0 focusing on
cost control, revenue enhancement and retention. This will be followed by a technical interworking
paper, centered on how to implement Help Desk 2.0.
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3. Contents
Customer Service – The Need for a Paradigm Shift 01
Getting to Know Help Desk 2.0 03
Empowering the Paradigm Shift in Customer Care – Help Desk 2.0 05
Revolutionize Your Customer Care Efforts through
Greenpacket’s Help Desk 2.0 Solution 08
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4. Customer Service – The Need for a Paradigm Shift
Recently, a blog piece was written by a very frustrated customer, lashing out at his WiMAX Operator’s inefficiency in
handling his complaint of slow connection. To relate his ordeal, he utilized various channels/applications, ranging from
Twitter, customer service hotline and speed test utility.
In short, after four complaints to customer service agents, two visits from the technical team and 11 days later, the issue
persisted. As a result, this subscriber was on the verge of attrition and his annoyance is made known worldwide!
So what went wrong ? Here are some insights:
1. Absence of automation – the operator does not have any automated mechanisms to proactively test connectivity
and alert user/operator regarding slow connection for remedial action.
2. Unable to diagnose effectively – no automated tools to detect potential cause of slow connectivity. Instead, the
user is required to engage in tedious manual processes to help in troubleshooting efforts.
3. No reporting intelligence – the operator is not given timely reports on connectivity issues faced by users. Such
reports will help the operator to identify potential churners and immediately execute retention programs.
4. Wasted time, effort and money – as the issue prolonged without any solution inspite of four complaints to the
customer service agent and two visits from technical team, precious time, effort and money were wasted.
5. High possibility of churn – as this user’s issue remained unresolved despite of frequent contact with customer
service, frustration level is high and this user is at the high possibility of terminating the service and transferring
business to another competitor.
Are operators not bothered ? Yes, they are. According to Davide Teroso Tess, Senior Manager and Max Parry, Consultant
of Value Partner, customer care is becoming a strategic priority for telecom operators. In their recent perspective paper
(Customer care for Telecom operators: from management headache to source of competitive advantage) raised two key
points:
a. Customer satisfaction and loyalty are critical to enhance the top line
b. Maximum efficiency in cost-to-serve is vital to sustain the bottom line
In other words, customer care is imperative to the business as it impacts the top and bottom line. However, traditional
CRM systems are labour intensive and demands extensive input from the user. There is a constant trade-off between
quality and efficiency which makes traditional system inadequate to address concerns on the top and bottom line. Over
recent years, Value Partners are supporting operators to take on a paradigm shift in their customer care practices to
ensure satisfactory revenue and cost patterns.
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5. Problem Statement
Though many operators know and understand the increasing importance of customer service, they fail to understand
that legacy CRM systems are not as effective and efficient to provide service excellence that goes beyond expectations.
Imagine the irony – on one hand, operators are extending cutting-edge connectivity services, but on the other hand, their
subscribers are served through legacy and manual CRM systems. It is important that operators realize that traditional
customer care methods, though legacy CRM systems are no longer in trend. A paradigm shift in the customer care style
is required for the best interest of subscribers and operators, particularly to enhance the top line and sustain the bottom
line. Additionally, with end user devices and modems growing more in importance in the everyday life of users, operators
need to revolutionize their CRM systems to provide best-in-class customer care services.
Telecoms – The Big Spender
Once upon a time, the telecoms industry was known to be a lucrative industry. While to a certain extend it still remains
so, a couple of factors have lead to increased spending and threatening profit margins.
• Intense competition – In every country, the telecoms sector is getting crowded. To gain an edge over competition
and make themselves heard, operators are spending more on advertising. Additionally, they are reducing tariffs and
throwing in more freebies to create more attractive packages to lure new subscribers.
• Increasing network costs – Due to massive growth in data consumption by users, operators are forced to
execute various mechanisms to easen network load and ensure acceptable user experience. These mechanisms,
regardless straight-forward network optimization effort or complex infrastructure upgrades are making operators
dig deeper into their pockets.
• Emphasis on customer care – Customer care has grown by heaps and bounds since its inception, such that it
is no longer just a service. Instead, the level of customer care is a deciding factor for many users when choosing a
telecoms service. Meanwhile, excellent customer care plays an important role in retaining existing subscribers,
forcing operators to spend huge amounts on customer care.
Figure 1 shows a typical carrier’s opex distribution. Highest spend is on network services at 28% followed by
customer services at 15%. This concludes that next to network quality, customer service is rapidly becoming a key
success factor and operators do not hesitate in spending to ensure best-in-class service.
On the other hand, Figure 2 details a breakdown on the reasons for engaging customer service, based on data
gathered from a leading mobile operator in APAC. Complaints on connectivity top the chart at 41%.
Typical Carrier’s Opex Distribution
Customer services 2% General Enquiry
7% 18%
Administrative Fault / Network Trouble Issue
28% 15% Request on Credit
Depreciated CAPEX
Operations, planning Change of Service
6%
Advertising Sales & Marketing 41% Complaint Bill Charges
Land, building transport Enquiry on Bill Charges
14% Network services
7% Follow Up / Complaints
6%
Activation
9%
8% Error Calls ( Prank )
14% 2% 7% 8%
8%
Figure 1: Typical Carrier’s Opex Distribution Figure 2: Categories of Complaints to Customer Service
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6. Getting to Know Help Desk 2.0
Customer experience transformation is rapidly becoming a key business differentiator in the battle to retain customers
and grow revenues and wallet share. But many operators have yet to rise to this challenge due to mixed reasons, ranging
from unwilling to invest, resistance to change or simply ignorant that state-of-the-art CRM systems are available.
The way forward is through Help Desk 2.0. Help Desk 2.0 is a relatively new term in the industry. For the telecoms
industry, it is the next generation of help desk system, providing digital, automated and personalized troubleshooting as
well as problem solving methods through the channels of social media, websites and digital assistants. Among these
channels, digital assistant is most appealing and helpful to subscribers. Through the advantages of artificial intelligence
and information systems, operators can offer digital assistants to each subscriber for the purpose of proactive diagnosis
and problem-solving from the subscriber’s end. The digital assistant will be in the form of a software which can be
installed on subscriber’s PC or mobile devices – it is an on premise solution for subscribers. Through this solution,
subscribers can launch the software for troubleshooting assistance and resolution without having to get in touch with the
call center.
In short, with Help Desk 2.0, operators are transferring the help desk to subscribers’ PCs and empowering them with the
right technology to solve connectivity problems. In addition, in being a software, Help Desk 2.0 can be programmed to
handle different device behaviours and its corresponding solution. This means, Help Desk 2.0 as a single solution can
support a wide range of device offered by the operator and provide device relevant troubleshooting. This is an almost
impossible feat for a single human personnel, as such, the operator would need to train more customer service agents
and specialize them in different devices.
Legacy CRM Systems versus Help Desk 2.0
It would be helpful to understand the difference between the legacy CRM system and Help Desk 2.0.
Definition / Scope Channels Impact
Two key things about legacy CRM systems • Telephone • Often a connectivity issue is not
Legacy CRM System
are that it is designed to be reactive and (Customer Service Hotline) resolved at first contact leading to
manual. subscriber frustration
• Email
The operator-subscriber relationship here is • Labour intensive
initiated when subscriber stumbles upon a • Physical visit to CRM centres
problem (reactive) and the operator • High cost – labour, training efforts
responds through a CRM system managed
by a human resource (manual). • Risks losing knowledge when agents
leave
Help Desk 2.0 proclaims automation and • Social Media • Encourages subscribers to help
proactive help. This CRM system automates themselves
problem identification for proactive trouble- • Web-based channels such as
shooting. • Knowledge is stored in a system
Help Desk 2.0
live chat
Subscribers are also encouraged to help • Knowledge models proactively and
• Digital assistants/software
themselves through provided channels. automatically provide intelligent
(installed on subscriber’s device)
solutions anytime, anywhere
The objectives of this system are automa-
tion, proactiveness and self-help. • Analytics for decision making and
churn management
• Improves customer loyalty and
retention
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7. Device Monitoring
One of the key systems in an operator’s network is the network monitoring system (NMS), where it mainly focuses on
observing and administering the network inventory, overall health of the network as well as the status of network devices.
When the network component experiences failure, the NMS alerts the network administrator.
In many cases, NMS is connected to the CRM system such that when there is a network element failure that impacts
network performance, customer service agents are notified and prepared to front inquiries from subscribers.
Unfortunately, though the function of the NMS is crucial to every operator, it is limited to the network infrastructure. The
same form of monitoring is not extended to users’ devices. As such, an operator has no mechanism to monitor the
health of end user devices, in particular, breakdown due to network issues.
Help Desk 2.0 is an ideal solution to monitor users’ devices. Through built-in intelligence and proactive troubleshooting
feature, connectivity issues can be queried and detected right up to the users’ devices. Next, either corrective action can
be taken immediately (if possible) or customer service agents can be informed of the situation and advised on how to
counsel users regarding problem solving steps.
Meanwhile, Help Desk 2.0’s reporting capabilities would give an overview of the health of users’ devices, causes for
breakdown and the solution. This gives the management team insight pertaining on user devices and nature of device
breakdown which helps them to take necessary action to improve user experience. For example, if one of the connectiv-
ity issues faced by a group of users at cell edge is due to an intermittent connection between two base stations, the
operator can issue a service pack to lock the user device to a designated base station to ensure stable connection.
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8. Empowering the Paradigm Shift in Customer Care – Help
Desk 2.0
Greenpacket is a strong advocate of Help Desk 2.0 to empower a paradigm shift in customer care in the telecoms
industry. Traditional customer care methods are initiated outbound by the user and is dependent on the customer care
agents. The focus should change and encourage self-help methods that personal and becomes the onus of the user.
In November 2009, Convergys released a paper¹ to highlight the changing trend of customer care and suggested four
strategies to shape customer care. This topic was also discussed in TelecomsAsia² and TelecomsEurope³ which
demonstrates its relevance throughout the world.
While this paper is written from an industry-agnostic point of view, Greenpacket drills down into key points raised by
Convergys from the context of the telecoms structure and needs. We recommend a 3-pronged approach to revolutionize
customer care through the use of Help Desk 2.0.
This approach is designed to help operators manage the following issues which are close to their heart:
a. Balancing cost and service excellence
b. Customer loyalty and retention
c. Combating competition
Self-service
Get users to be their
own customer care
agent.
Proactive Analytics
Approach Continuously improve the
Automatically heal system by aggregating
issues for improved knowledge models and
user experience. generate reports for
decision making.
Figure 6: Greenpacket’s 3-pronged Approach to Revolutionize Customer Care through Help Desk 2.0
Self-service
Self-service is an accepted practice across many industries from food to oil and gas, and now the CRM sector. Self-help
channels such as IVR and website FAQs sparked the trend of self-service in the customer care arena. The aim is to
empower users (both existing subscribers and prospects) to help themselves to information or execute a transaction
without involving direct contact with a customer service agent.
¹ Succeeding with Customer Care in Challenging Times
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² http://www.telecomasia.net/content/succeeding-customer-care-challenging-times
³ http://www.telecomseurope.net/content/succeeding-customer-care-challenging-times
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9. According to Convergys, user preference for self-service has not only doubled since 2004, 65% people would prefer to
use self-service rather than speak to an agent who could not solve the problem at first contact. Additionally, to the user,
it is convenient and flexible. Hence, it is evident that users wouldn’t mind getting help on their own if the right resources
are made available to them. For operators, it provides the means to conduct transactions more efficiently compared to
a manual process.
This is particular useful in the telecoms sector. Through self-service, connectivity issues faced by the user can be
diagnosed at the epicentre ie from the user’s device for a more accurate troubleshooting. Step-by-step instructions
further assist users
Operators have a wealth of information about their users and commonly faced connectivity issues. From this available
information, knowledge models comprising of frequently faced connectivity issues and the corresponding solution can
be programmed to serve the needs of users.
Legacy CRM system would require subscribers to relate the entire issue before any corrective action can be taken. Very
often, the issue cannot be resolved upon first contact and needs the intervention of secondary customer support agents
or technical personnel. This risks frustrating users and possible churn. Meanwhile, operators have to train agents on
potential connectivity issues arising and equip them with the knowledge to advise users in solving the issue.
How Do Operators Benefit Through Help Desk 2.0 ?
• Optimize operations and save costs – By introducing a self-care mechanism to address connectivity issues,
reliance on customer support is reduced. As a result, customer care OPEX costs can be lessened. Meanwhile,
customer support efforts are reserved for more critical issues and a healthy support turnaround time is maintained.
Additionally, with built-in knowledge models, common connectivity issues can be healed automatically without going
through manual troubleshooting efforts. Automated technical support for the entire network is further improved via
continuous updates of new knowledge models.
• Instant solution – Through knowledge models and automation, potential device faults and the corresponding solution
can be programmed. As such, whenever the problem occurs, there is an instant solution waiting. A user does not have
to go through the tedious process of explaining the problem faced or call-in several times to follow up.
Proactive Approach
Everyone loves a proactive behaviour and Help Desk 2.0 is a proactive system. Help Desk 2.0 supports proactive
diagnostic and self-healing capabilities. Through the help of artificial intelligence and built-in diagnosis knowledge model,
Help Desk 2.0 proactively detects and investigates connectivity problems faced by broadband devices and
troubleshoots instantly. Based on the diagnosis, connectivity issues are immediately resolved through a built-in problem
resolution model.
For telecoms, this feature is very much in need. In a legacy CRM system, when a user lodges a complaint, for example
regarding an instable connection, it is very difficult to determine the cause. Could the problem be due to the
modem/device, network or the user’s PC itself? With no clear direction, troubleshooting efforts will circle all
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three possibilities which is time consuming and delays the solution.
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10. With Help Desk 2.0, automated knowledge models proactively diagnoses the problem for a focused troubleshooting
effort and shorter resolution period.
How Do Operators Benefit Through Help Desk 2.0 ?
• Improved user experience – A proactive problem solving means the problem is solved even before the user has a
change to notice something is amiss. This improves the general user experience and gives an impression to the user
that the service has no connectivity issues!
• Customer retention – When there is a positive user experience, users are happy and satisfied with the service
received. As a result, they stay loyal.
Analytics
Analytics forms the foundation for the two approaches mentioned earlier, Self-service and Proactive Approach.
There are two aspects of analytics in Help Desk 2.0. Firstly, Help Desk 2.0 contains predefined knowledge models for
intelligent diagnostics and troubleshooting. Built on a self-learning engine, Help Desk 2.0 aggregates knowledge models
from all users within the operator’s network to update the system continuously to ensure better diagnostics and
troubleshooting all the time.
By aggregating knowledge models, operators are able to monitor and identify common faults to take preventive
measures. For example, if a frequently occurring issue is poor device performance due to weak antenna reception, the
operator can alert the device vendor and demand that the performance is improved for future devices. This way, the
similar problem is prevented for future subscribers.
Secondly, Help Desk 2.0 gathers and generates statistics on users’ connection usage and issues faced to equip the
CRM team with information on severity of connectivity issues experienced by users. This reporting feature provides
operators with a wealth of data in their tasks of churn prediction management.
How Do Operators Benefit Through Help Desk 2.0 ?
• Continuous improvement – Help Desk 2.0 is a system that improves itself everyday, automatically by simply collating
knowledge models from across the network. This timely update keeps the system current and eliminates the need for
support personnel to manually maintain the system.
• Minimizes the risk of human error – As intelligence is stored within the system, inaccurate troubleshooting due to
poor communication or human error can be minimized. Additionally, since knowledge is circulated within the system,
there is no dependency or risk when a customer service agent leaves.
• Churn management – Based on reports generated, management is informed of customers on the verge of churn.
As a result, constructive campaigns can be developed to retain and farm valuable customers, after all it costs much
more to attract new subscribers as opposed to maintaining existing ones.
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11. Revolutionize Your Customer Care Efforts through
Greenpacket’s Help Desk 2.0 Solution!
All around the world, operators are looking for better and more creative ways to support their subscribers better and
reduce costs at the same time. At Greenpacket, we understand the demands placed on operators. That is why, we
empower you to offer subscribers more than just high-speed connectivity, our innovation will provide you with endless
ways to engage with subscribers and enhance relationships.
With Greenpacket, limitless freedom begins now !
Free Consultation
If you would like a free consultation on how you can implement your Help Desk 2.0 system, please contact us at
marketing.gp@greenpacket.com (kindly quote the reference code, WP0910 when you contact us).
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12. References
1. Succeeding with Customer Care in Challenging Times by Convergys.
2. Customer care for Telecom operators: from management headache to source of competitive advantage by Davide
Tesoro Tess (Senior Manager) & Max Parry (Consultant) of Value Partners.
3. The Challenge of Customer Self-Service in Telecom by Bharat M.Gupta, Robert Johnson and Sailaja Pramidi of
Infosys.
4. The Power of Context and Persistence in Voice Self-Service by Genesys.
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