The document discusses trends in the Indian telecommunications market and strategies for differentiation. It notes that the market is growing rapidly and facing issues like low revenue per user and high churn. To address these, companies need to shift from product-focused to customer-centric approaches like providing unified views of customers, multi-channel support, and tools to empower customers. This will help optimize customer lifetime value through improved service, satisfaction, and loyalty.

1. Creating “Differentiation” in an
overcrowded Telecom market place
through “Customer Centricity”

2. Telecommunication Industry: Growth & Trends
– Today India is adding more than
seven million subscribers every
month and with current pace it’s
expected to grow from 250
million to 500 million by 2010
500
500
400 – With the entry of new operators
100% Growth and expansion of operations by
300 the operators into new circles,
250
200
the market for telecom products
is growing everyday
100
0
2008 2010 – Three major trends:
2008 2010 • More acceptance for wireless
services
• Mergers
• New circles
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3. Telecom Industry – Pain Points and Solutions
Pains Key Business Requirements Enabling Solutions
Low Revenue
Per User  Increasing up-sell/cross-sell …. Unified Dashboards
opportunities
 Providing enhanced
…. Integrated Database of
High Customer customer service Customer Interactions
Churn
 Maintaining complete
customer profile
…Web Self Service
Low Customer  Studying and analyzing
Satisfaction customer purchase patterns
and behavior …Multi-Channel CRM Support
 Providing multi-channel
No Customer support capabilities
…. Automated
Empowerment Survey/Feedback Capability
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4. Strategic Partnerships
Superior Customer Service
Unified
Dashboards Integrated
Automated
on All Database of Web Self Multi-Channel
Survey/Feedb
Customer Customer Service CRM Support
ack Capability
Performance Interactions
Indices
Customer Support/BPO Partner
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5. Creating Differentiation
How to fight for
customer
acquisition and
retention in the
overcrowded
market ?
Move from product-centric to a customer-centric approach
Identify Customer Concerns
Provide Multi-Channel Support
Focus on Customer Growth
Build Customer Loyalty
Empower Your Customer
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6. Messaging
 With growing volumes, messaging will eventually become free
 Value added services through messaging will be offered as a
differentiator, while simultaneously offering service providers
the opportunity to maximize ad revenue
 Some examples of customer centric VAS:
o Location services
o Mobile shopping
o Appointment scheduling
o Content rich messages as an alternative to emails
o Mobile Social Networking
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7. Customer Centricity
Key Drivers
 Unified database integrated with all channels of
Gain Insight into
communication
Customer Behavior
 Ensures all customer interactions are driven by the same
Customer Centricity
and Preferences
set of data
Driving
 Providing quick resolution to customer queries
Increase Customer
 Ability to view complete history of customer interactions,
Satisfaction and
customer transactions and in-depth customer profile by
Loyalty
call center agents
 Driving focused marketing campaigns and recommending
Maximize Value the most relevant offers by analyzing customer calling
for Each behavior
Customer  Using Business Intelligence to improve success rate over
time and maximize up-sell and cross-sell opportunities
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8. Thank You
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