Managing the Actualized Customer in Today s Digital Age

Transcription

1 Managing the Actualized Customer in Today s Digital Age Paul Hughes, Director of Strategy Netcracker

2 The Digital Service Provider Evolution The Era of the Actualized Consumer Best Practices for Customer Management The Netcracker Approach Customer Experience Management Netcracker

3 Business and Technology Evolution of Today s Service Provider Digital Content: New Consumption Models and New Quality Demand, Digital Service Provider Customer Experience and Churn Reduction Technology Evolution and Network Virtualization Business Services: Re-Thinking offerings for Enterprise and Medium Business Competition: Internet Voice, Fixed/Mobile, Cable, OTTs Netcracker

4 The Digital Experience: Forcing Evolution of CSP Operations CSPs & CSP Suppliers are evolving strategies for the IT Operations Revolution of NFV/SDN 2012 Network equipment features Service definition What customer buys Service definition Network orchestration What customer buys 2018 Customer requirements Network orchestration What customer buys Digital Source: IDC PlanScape: IT Operations Architecture for Virtualized Networks (IDC #256840, June 2015) Netcracker

5 Hyperconvergence - New Multi-Play Dynamics Triple play, quadruple play, and more Mobile TV from everywhere, SVoD, personal cloud Consumer IoT Reduction of churn rates and differentiation Social and Big Data analytics Source: IDC Disruption on telecom landscape and price wars Network Sharing and M&A 5 Netcracker

6 Welcome to the Era of the Actualized Consumer 2.5 billion people (one third of global population) are considered Millennials By 2025, Millennials will comprise 75 percent of the global workforce Viacom International Media Networks Research Always Connected Multiple Devices Multiple Personas Socially Active Social Media ecommerce Banking Technologically Advanced Utilize multifunctional devices, aware of latest novelties and trends Netcracker

7 Consumer Behaviors of Tomorrow POS Web Partners Gaming Wearables Challenges Explosive growth in touchpoints and data sources Customers using multiple touchpoints for a single transaction Social Network TV Measuring customer experience in realtime Phone Biometrics Surging amount of Data to aggregate, analyze and make decisions from wearables and other IoT sources/channels Apps Customer satisfaction improvement in real-time based on personal experience Netcracker

8 CSPs Need to Understand All Customer Behaviors The Positives The Behavior Browsing History Location Information Consumption Patterns Advertising Impressions Usage Data App Consumption Social Sentiment Biometrics & Wearable Data Buying Behavior Regular Page Visits Long Duration Repeated Downloads The Negatives Forwards Preferences Abandoned Shopping Aborted Downloads Service Outage ü Lost SMS/MMS Dropped Calls Hard Terminated IVR Multiple Call Transfers Analytics driven insight Deliver Action Analytics driven contextual insight is the ability to understand the uniqueness of customers, their circumstance, behaviors and preferences and convert that understanding into an opportunity for CSPs to stay competitive Sell Up-sell Cross-sell Display personalized Ad Free trials Follow up outbound campaign Retain Renewal campaign Modify terms of contract Win back discounts Advanced Loyalty points/ Gamification Notify Threshold notification Prompt for payment ebilling sign-up Easy pay sign-up Analytics based Collections Build Relationship Customized Suggestions Event-based help messages Life event based messages Share usage best practices Netcracker

9 Understanding the Customer Must Be at the Heart of Any Digital Transformation Strategy Customer experience Enablers Discover Order Subscribe Use Help Outside in Customer Experience Journey Modify Enable immediate customer journey on the channel of their choice Ability to personalize offering with support for digital products Ease of set up and right first time with products and service exactly as requested Invoice on preferred channels and multiple payment options Frictionless omni-channel experience across multiple interactions and devices Seamless support for change of products and services with reduced SLAs Enhanced Operational Excellence Inside Out Operational Process Journey Marketing Sales Fulfillment Billing Assurance Support Real time Analytics based segmentation with support for predictive marketing Digitally enhanced selling on mutiple sales channels with simplified offering Remove operational silos across channels with streamlined fulfillment process Consolidate bill for products subscribed and serve on preferred channels Proactive and immediate customer care with customer insight and digital engagement Ease of resolution and digitally enhanced support for service changes Netcracker

10 What are the Best Practices? Netcracker

11 Making the Customer Experience Personal and Relevant Product Centric Customer Centric No personalization Same offer to pre-cute segments One-off engagement No context Product centric interaction Entirely personalized (price, channel, product) Individual offer Continuous engagement Real-Time and contextual Customer-centric interaction Netcracker

12 Realize the Importance of Real Time Context What is the customer doing now? Streaming and location Content preferences Using OTT services Video and surfing quality Netcracker

13 CSPs have a Major Data Management Challenge Ahead! Asking the right question 5 Categorize Collate comments responses 6 Collect feedback consistently across the customer journey Sorting, categorizing and attributing the drivers for positive and negative experience Get entirely picture Identify dissatisfied customers at risk of churn and manage follow up actions Identify the drivers behind positive and negative customer experiences Guide and focus investment on customer experience Retail 2 Mobile Online SMS Mobile Online Contact Center Mobile Batch process Online Score? Comments? Contact? 3 Survey request 1 4 Survey response Customer interaction Retail Contact Center Gain insights & act on them SMS Netcracker

14 1. Ensure Flexible Customer Touch Points POS Social Networks Call Center Internet 1. Creating a Customer First Culture 2. Providing a Digital First Experience Multi-Channel Management Efficient Customer Care through call-center off-loading, reduction of call handling time Measuring Customer Experience through Analytics Netcracker

15 2. Track the Journey over the Customer Lifecycle ACQUISITION JOURNEY RETENTION Customer Activity Level Welcome and Service introduction Provide dynamic dialogue with every customer on each stage Top Up and spend Trade up to new products Lifetime extension Churn Prevention Trade up bridge bundle Up Sell bundle Stimulate Top Up & Spend Retention 2GB Term of service 1 month +400MB $60 $50 Spent stimulation Trigger to stimulate top up + personal offer QoS Service dropped Service restored Inform + Individual offer Churn Scoring 27 days 3d. Low balance threshold Negative emotion Netcracker

16 3. Ensure Convergent Realtime Revenue Management Orchestrate subscriber data, online charging and policy controls Manage contextual user interactions Encourage multi-device user experience Challenge Personalized offerings. Flexible promotions and discounts. Solution Convergent, real-time policy-driven revenue management solution. Differentiation Supports complex schemes including cash buckets. Usage-based policy driven offerings. Scalable and reliable. Netcracker

17 4. Stay Modular for Flexible Functionality Deployment End-to-end solution scope Customer Management Layer Omni-channel Customer Management Call center desktop ecommerce Customer management Advanced Analytics Proactive Customer Care Offer personalization Streamlined Service Delivery Product Catalog Customer Order Management Customer Care Customer Care & Problem Management Contract & SLA Management CSR Assistance BSS/Revenue Management Layer Improved customer experience through: Unified customer interaction management across all channels. Unified product ordering across own and 3 rd party products. Improved customer problem management through predictive customer care Increase in revenue through: Rule-based offer personalization Improved customer acquisition for B2B customers Reduction of operational expenses: Reduction of truck-rolls through tech visit prevention Zero-touch catalog-based service delivery Netcracker

18 5. Provide Proactive Customer Care Improve Customer Experience through Proactive Customer Care Data Client Profile Device Activity Product Catalog Customer Care Biiling Network Traffic Analytics: Extraction of specific customer QoS Blending network data with customer context including: customer billing data, customer profile data and other data. Proactive Care: Identify valuable customers which might be experiencing service degradation Proactively contact customers before they make claims Improved Customer Experience Netcracker

19 6. Embrace Advanced Analytics across Network Performance and Customer Facing systems Customer Facing Customer-centric Data Customer data from CRM, ERP, ERM, billing etc., systems CRM Billing Fulfillment Systems Contract Management Performance Management Customer information from different systems End to End CEM Key Features Analytics-Driven Ecosystem experience management correlation Network behavior and subscriber correlation Business Impact analysis Integration with rules initiated, automated workflows Network performance and customer 360º view of customer experience, service quality and network operations Assess impacts of faults in services, customers and revenue to better prioritize problem resolution Service Assurance Systems Customer Experience Customer Experience Analytics Churn Management Self-service Analytics Retention Management Loyalty Management Call Center Analytics Call Reason Identification Next Best Action Marketing Analytics Network-centric Data Data from Network Elements like routers, cell towers, switches, media gateways, etc. Network Facing Personalized Offers Campaign Management Netcracker

20 The Netcracker Approach End-to-end customer experience solution Includes all pieces required to provide superior customer experience across channels. For all type of products including own and 3 rd party. Analytics-driven across all layers Out-of-the-box analytics use-cases. Customer experience KPI s monitoring across BSS/OSS Personalized interactions Real-time personalization through policy-driven pricing Enhanced recommendations to increase cross-sell and upsell opportunities. Netcracker

21 Netcracker Customer Experience Management Solution Omni-Channel Wearables POS Social Network Call Center Applications TV Marketing and Sales Service Management Rating and Billing Customer Care End-to-end Partner Management for digital & crossindustry offerings Marketing and Sales Management to improve customer acquisition and increase ARPU Operational Excellence for delivery & assurance striving for real-time Convergent Real-time Revenue Management for all own and 3 rd party products Centralized 360- Degree Views on customers and products Personalized & Proactive marketing, billing and care Big Data and Advanced Analytics Transformation of Customer Management Processes Staff Re-Training & Knowledge Management Introduce Objective CE Measurements Establish Customer-First Culture Netcracker

22 Tier 1 Cable MSO - Enhance Customer Experience Personalization with Netcracker CRM Challenges and Goals Enhance the customer experience through greater personalization and more effective and automated customer engagements Create a single view of high value small and medium business (SMB) customers, improve sales force automation, established a single view of incoming leads and opportunities Invest in tools to streamline the sales and order fulfillment process Netcracker Solution Benefits New ecommerce solution comprised of Netcracker s Product, Customer and Lead Management enables the management of online-specific bundles, promotions and discounts. Automation of online purchasing within the ordering system to reduce for call-back. New SMB focused CRM solution improves sales process efficiency Automated lead assignment, and 360 visibility and providing guided sales process steps Comprehensive reporting platform and operational dashboards to provide more insight into sales efficiency, and improve the customer experience Netcracker

23 Solution Overview Solution Architecture Solution Highlights Multiphase transformation: Billing Consolidation, B2C CRM, B2B CRM, Portal Consolidated BSS Solution providing the following: Billing account management Rate plans, packages configuration Charging configuration and management Generation of bills and statements Work Order Management and trouble ticketing Equipment inventory Comprehensive, configurable, and well presented product info Online-specific pricing: bundling, promotions, discounts Ability for prospective subscribers to shop and order products online with no call-back requirement Sales Automation for Small-Medium Business Customer Segment Lots of integrations with in-house built systems and other vendors (140+ interfaces) Netcracker

24 Tier 1 CSP Enhanced Customer Experience Management Challenges and Goals Enable 360-degree view of AMS (advanced mobility solutions) customers Obtain a tool set that can help deliver a world class customer experience Ensure consistent treatment across all customer service touch points Fully monetize the existing and emerging offerings Netcracker Solution Benefits Improved customer and partner experience Comprehensive and consistent product catalog for partners, customers and the CSP Holistic and unique view of a customer including products purchased Dedicated support for Unique Offerings: Business App Center Professional Services M2M Application Platform Revenue improvement and cost optimization Netcracker

25 Solution Overview Solution Architecture Mobility and Home BUs AMS BU Solution Highlights Two projects: Enterprise-wide policy engine AMS customer experience management Unified recommendations and treatment across all service channels including call centers, POS, partner portals, web, kiosk, handset Automated treatment recommendations to service representatives and store personnel consistent with marketing policies Clear and easily identifiable relationships between the multiple entities the CSP, third party app vendors, resellers, developers, customers, end users Revenue growth with rapid time-to-market and great offer acceptance due to personalized customer service and offer promotions Meeting any market demand with solution flexibility and adaptability leading to constant flow of fulfilled business projects Netcracker

26 Thank You Netcracker