How can IT enableCustomerUnderstanding??

By:Taimoor Khizer Abbasi - Senior Analyst ZTESoftPascal Koster – Managing Director Join Experience

Topics to cover• Finding the best sources of customer insight and effectively using them• Establishing the correct mechanisms for customer feedback• Metrics: key, but only part of the answer• How to grow and fully exploit business intelligence

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What is Customer insight????Definitions of customer insight mostly will include reference to one or more of the standard insight components,such as:

• Who your most valuable customers are• What your customers need• Customer channel preference• Sociodemographic profile

But customer insight varies from business to business,so perhaps the best and most succinct definition of customer insight is

“Any information that enables you to serve your customers better”. This may include qualitative insights such as “whatyour customers need”, and it can also include a diverse range of behavioral and transactional data, and acquiring this datais key to a successful insight strategy.

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Sources of Customer Insight Data1. Demographic surveys2. Operational data3. Customer transactional data4. Front-line staff feedback5. Direct and indirect customer feedback6. Formal customer correspondence

The more closely you can monitor how, when andwhere your customer engage with your organization,the more you can learn about their needs, and the better you can meet them.

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Transforming data into insightSegmentation is the science of categorizing people into distinct groups that share one or more characteristics:

• Sociodemographic (CRM• Behavioural (Customer Center, Internet• Transactional (OCS, DPI, Settlement, Signalling data

High-level overview :Sociodemographic segmentation , what your customers look like.

Deep insight : What they need from you? How they like to transact? How much they are willing to pay?

The more insight you have, the more detailed the segmentation.

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What is Customer label?

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Consumption info Service usage

Loyalty Habits

Social relation trace Social relationship and others

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Service trace

Id Information

Customer InformationInsights

Customer label is the comprehensive description of customers characteristics summarized from the information recorded in the system bymeans of experience and data digging

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Customer insight to support Right Decisions

ALREADY KNOW

MIGHT KNOW

REALLY NEEDKNOW

MAY NEVER KNOW

ConsumptionBehavior

BasicAttribute

SocialNetwork

Preference

Demographics

InternetBehavior

TerminalPreference

StatusUsage

Offer

Account

Terminal

ConsumptionCostLocation

Bonus

APP

Content

Service

Campaign

APP Usage

Social Graph

Contact Info.

Customer Labels

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Usage of Customer Insight

Churn InsightBehavior Insight Traffic InsightInterest Insight

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Customer Grouping

Voice is mainly after schoolJoined the university short number networkActivities in the area of campus

Called university short number network

Parents withChildren

College Users

SecuritiesFinancial Subs

Call the kindergarten.Often receive text messages sent by schoolfixed portChildren's Hospital phone registrationApply or register children's palace

Called the brokerUsed mobile phone securityInteract with the broker portCalled the customer service of handset security

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Precision Marketing via MCCM

Various Data Feeds

Simple Data Sources

Comprehensive CustomerInsight

Simple Business Rules

Dynamic PersonalizedRecommendation

Static Disruptive Advertise

Multi-Channel Collaboration

Single Channel Execution

Integrated MarketingManagement

Scattered Capabilities

Enterprise Knowledge

Individual Experience

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DATA - the Foundation of Smart ActionsCustomer Insight Dynamic Operational Decision In-dialogue Recommend

ETL CEP Context/Recommend

Static Profile Behavior KPI Real-time Event On-line Interaction

Static Slow Moving Fast Moving

MSISDNActivate DateGenderPreferenceEmailFacebook IDtwitter ID…

ARPUMonthly Voice UsageMonthly Data UsageWeekly Top UpDaily ConsumptionWeekly IDD callsDaily YouTube Usage…

Top UpUpgrade New PhoneDrop CallCall Specific NumberSpecific Location…

BrowsingCollectingPurchasingRatingCommenting….

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Terminal User Experience Analysis

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Customer Feedback Mechanism• Positive feedback through preferred contact channel

• Omni channel experience

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Customer Feedback Priorities Survey

eDigital's Customer Service Benchmark

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Customer Experience Management• Matrix part of answer

Service PriceService Quality Assurance Competitor

Exception from uses on operators' services

Technical Factors Non-technical Factors

Service quality provided by operators for users

Network Quality Terminal Quality Service Quality Service Content Customer Service

CEMCEMNetwork

BTS A BSC MSC/MGWBTS BBSC

IP NetworkMSC/MGW

Customer

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QoE Assessment Modeling

Customer Perception of specific service in specific region

Accessibility Retainability Integrity Delay

KPI 1 KPI 2 KPI 3 KPI n-1 KPI nKPI …

Access Network Core Network

CPU Load

Congestion rate

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CPU Load

Congestion rate

…

CEI

KQI

KPI ofNetwork

KPI of NE

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Business Intelligence

Source: Book Business Intelligence – The Intelligent Organization, 2014

Business Intelligence is the business capability of extractingactionable insight from business and market data to supportbetter decision making and improved corporate performance.

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BI Application-

Different benchmark Report data is not reliable Slow response for marketing requirement Too many reports effect CRM/billing

Pain PointBetter

RightInformation

RightFormat

RightTime

Operational PerspectiveRevenue Perspective

Unavoidable revenue leakage due to complicatedbusiness workflow

Lack platform to monitor and process the revenueleakage

Some important control points are done manually

Assurance Pain Point

Rule

Detection

Provisioning RevenueCDR

Marketing Perspective

4GTerminal

Younguniversitytown cell

DataService fans

HighARPU

Which package brings morebenefit?

Pack A Pack B Pack C Pack D

65% 56% 35% 45%

What’s the trend of ARPU andproportion of data service?

25%

75%

65%

35%

55%

4234

100%

75%

49%

96%

Which new 4G tariff is mostattractive?

Who is our potential 4Gcustomer?

Where is our next 4G marketing focus?

Customer Segmentation Marketing evaluation and decision support

Management View

ApplicationIndicators

CompetitionIndicators

TerminalAnalysis

RevenueIndicators

CustomerAcquisitionIndicators

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Reports for Different Business Units

• Call Center Performance Reports• Outbound Reports• Gallery Transaction Reports• Trouble Ticket Escalation Reports

• Stock Reports• Stock Movement Reports• Sale Reports• Provisioning Reports

• Revenue breakdown reports• Balance Reports• RPM Reports• Collection Reports

Finance

Marketing

Inventory

CustomerService

• Subscriber Lifecycle Reports• Subscriber Movement Reports• ARPU Reports

• Terminal Marketing Share Reports• Terminal Replacement Reports• Application Traffic visualization Reports

• How much money havewe earned in last 1hour?

• Which product/offer ismost attractive?

• Which application isheaviest in our network?

• Which terminal bringmost revenue tooperator?

Marketing(big data)

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Thanks

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