FROM PRODUCT-PUSH TO CONNECTED CONVERSATION: THE ETISALAT EVOLUTION

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Julia Greene
5 years ago
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1 FROM PRODUCT-PUSH TO CONNECTED CONVERSATION: THE ETISALAT EVOLUTION Orlando Coelho Sr. Manager/SMB CVM & NBA- Etisalat Bindu Chandran Manager/SMB Loyalty & Retention- Etisalat

2 Today s Agenda The Leading Telecom Operator in in the Middle East SMB Small Medium Business in UAE The Journey with Pega and Accenture Next Best Action Framework & Ecosystem Driving Retention & Upsell Revenue Challenges & Lessons Learned The Potential for Scale 2

3 Key Company Highlights 3

4 A Diversified Telecom Operator 4

5 Leading Telecom Operator in Middle East & Africa Top Fiber- Connected Countries in the World. Widest Coverage of 3G & 4G 85% Of Population Are Expats Leading Operator in Middle East ETISALAT Incumbent Operator in UAE 300K+ Business Customers Market Value of $22 Billion (US) 11.6 M Consumer Customers Annual Revenues $9 Billion+ (US) Etisalat is strategically transforming into a leading integrated digital services provider. To support UAE goal to create smarter cities, Etisalat is bringing smarter services into every aspect of its offerings for individuals and businesses. 5

6 The Next Topic The Leading Telecom Operator in the Middle East SMB Small Medium Business in in UAE The Journey with Pega and Accenture Next Best Action Framework & Ecosystem Driving Retention & Upsell Revenue Challenges & Lessons Learned The Potential for Scale 6

Economy BUSINESSES IN DUBAI SECTOR DISTRIBUTION 72% 5% 18% 57% 35% 8%

7 Small Medium Enterprise / Business in UAE 95% 42% 40% Percent of Registered Businesses Percentage of Workforce of Total Value Generated by Economy BUSINESSES IN DUBAI SECTOR DISTRIBUTION 72% 5% 18% 57% 35% 8% Micro Firms Medium Firms Small Firms Trading Sector Service Sector Manufacturing Sector 7

8 Successful SMB Campaigns from Etisalat in

9 The Next Topic The Leading Telecom Operator in the Middle East SMB Small Medium Business in UAE The Journey with Pega and & Accenture Next Best Action Framework & Ecosystem Driving Retention & Upsell Revenue Challenges & Lessons Learned The Potential for Scale 9

Oct 2015 All SMB campaigns Migrated to UM B2B April 2013 NBA Roll-Out in Retail Outlets Dec

10 Successful Journey with Pega & Accenture July 2016 Real-Time Marketing Go-Live April 2014 Migration from Chordiant to Pega, Outbound Go-Live May 2015 Unified Marketing Go-Live for SMB Oct 2015 All SMB campaigns Migrated to UM B2B April 2013 NBA Roll-Out in Retail Outlets Dec 2013 Fixed Service Extension 2012 NBA Pilot in Customer Care Jan 2013 NBA Official Go-Live for Consumers 10

11 The Next Topic The Leading Telecom Operator in the Middle East SMB Small Medium Business in UAE The Journey with Pega and Accenture Next Best Action Framework & Ecosystem Driving Retention & Upsell Revenue Challenges & Lessons Learned The Potential for Scale 11

12 Next Best Action Framework and Ecosystem REAL-TIME MARKETING UNIFIED MARKETING OUTBOUND TELESALES SMS INBOUND CUSTOMER CARE DATA WAREHOUSE ETISALAT BACK END SYSTEMS 12

13 The Next Topic The Leading Telecom Operator in the Middle East SMB Small Medium Business in UAE The Journey with Pega and Accenture Next Best Action Framework & Ecosystem Driving Retention & Upsell Revenue Challenges & Lessons Learned The Potential for Scale 13

Driving Retention & Upsell Revenues via Outbound

Analyze Live Campaign Performance Monitor Agent

Omni-Channel Spread Upsell & Cross-Sell Campaigns

14 Driving Retention & Upsell Revenues via Outbound Remotely Configure Campaign Offers on Agent Screens Analyze Live Campaign Performance Monitor Agent Interactions And Performance Contract Expiry Renewals Omni-Channel Spread Upsell & Cross-Sell Campaigns Multi-Account Offers Single Screen Info 50 Monthly Campaigns Agent- Level Mapping 14

Incentivization Etisalat Inbound Call Center Contract Expiry Renewals Omni-Channel Spread Upsell &

15 Inbound Marketing Methodology Etisalat Business Centers Remotely Configure Campaign Offers on Agent Screens Analyze Live Campaign Performance Monitor Agent Interactions and Performance Agent Incentivization Etisalat Inbound Call Center Contract Expiry Renewals Omni-Channel Spread Upsell & Cross-Sell Campaigns Multi-Account Offers Single Screen Info 50 Monthly Campaigns Agent- Level Mapping 15

16 Real-Time Marketing Success Using Pega Customer Proximity to Retail Store Customer Near Airport Real Time Customer Making OOB Calls 16

17 The Next Topic The Leading Telecom Operator in the Middle East SMB Small Medium Business in UAE The Journey with Pega and Accenture Next Best Action Framework & Ecosystem Driving Retention & Upsell Revenue Challenges & Lessons Learned The Potential for Scale 17

Challenges, Achievements, & Lessons Learned Before Next Best Action

Capabilities Fewer Campaigns Executed Lower Campaign Revenues Longer

Revenues 20% Increase in Renewals 15% Reduction in Churn

18 Challenges, Achievements, & Lessons Learned Before Next Best Action After Next Best Action Highly Manual Processes Inconsistent Reporting Capabilities Fewer Campaigns Executed Lower Campaign Revenues Longer Time-To-Market Over-Contacting Customers 12% Monthly Incremental Revenues 20% Increase in Renewals 15% Reduction in Churn Multi-Campaign, Omni-Channel Controlled Contact Policy Campaign & Agent-Level Reporting 18

19 The Next Topic The Leading Telecom Operator in the Middle East SMB Small Medium Business in UAE The Journey with Pega and Accenture Next Best Action Framework & Ecosystem Driving Retention & Upsell Revenue Challenges & Lessons Learned The Potential for Scale The Potential for Scale 19

20 The Potential for Scale Customer Value Management Desired Enhancements 1 Bundle Negotiator 2 Outbound IVR 3 Deal Negotiator 4 Business-To-Business Portal 20

21 THANK YOU 21