Customer Happiness Index. Actioning customer feedback. Focused decisions. Predicting behaviour.
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1 Customer Happiness Index Actioning customer feedback. Focused decisions. Predicting behaviour.
2 Wow experiences are all around us 2
3 Wow experiences are all around us 3
4 Wow experiences are all around us 4
5 Wow experiences are all around us 5
6 They all focus on one thing Reducing Friction For Customer 6
7 Imagine this... You know about every single customer? You focus on keeping the customer happy? Your customers stay longer with you & spend more! You never loose a customer! 7
8 Customer behaviours are changing 8
9 Changing Telecommunications landscape Challenge Opportunities Data IoT Over the top 9
10 Transforming with purpose Telcos are looking to redefine their strategic identity (value proposition) for the future specifically, what you they expect to offer customers five or 10 years from now Simplification Finite time (and finite budgets) 10
11 While staying focused on your customers # We love our KPIs 100+ KPIs in any given telco # Often different priorities across organisational functions Where do we focus? How can we ensure we are on the right path? How can we keep current business going while investing for the future? 11
12 There has been one advancement all along Amount of data generated has grown exponentially. Access to data is easy. Data processing costs are lower. Data is the new oil Can we pull this vast data in a way that is simple and actionable for every single customer? 12
13 So, let s imagine again. A single customer score that takes into account all existing data points and gives the desired commercial KPIs Management uses it to understand overall organisation sentiment and drive strategic decisions Individual customer score Customer experience and operation teams use it to optimise journeys, reduce friction and create wow moments Marketing and CVM teams use it to create micro-segments for targeting and campaigns Front line and digital channels use it at individual customer level for contextual, personalised service Network teams optimise and drive network investments 13
14 Sounds a bit like. 14
15 In reality it s Customer Happiness Index Works with your internal data across network, touchpoints and portfolio Incorporates with your customer experience measures NPS, CSAT, CES Using graphs analytics to understand demographic, single consumer and social graph Automated daily and learns with machine learning With compelling visualisation 15
16 Using the power of big data analytics across three steps Ingesting thousands of raw structured and unstructured data attributes Deriving ingredients using proprietary algorithms based on Graph theory and machine learning. Validated against commercial outcomes - NPS, Churn, Upsell Visualisation using dashboard and APIs for integrating forward Data Lake: Open, flexible data ingestion LynxKite TM Graph Engine: Big data relationships Machine Learning: Algorithmic enhancement 16 Business Rules: Validated against business outcomes Actionable, real time, and completely aligned to business outcomes End User Applications: Automated dashboards, APIs and applications, on the go
17 Single, individual Customer Happiness Index to drive actions Individual scores, aggregated into products or across the entire organisation Mobile Broadband TV HI HI HI Network experience Customer support experience Products and service experience Engagement experience Social experience Signal coverage Contact frequency Cross portfolio changes Digital engagement Best friend index Data experience Resolved first time Value added services Content viewing experience Sentiment impact Data coverage Time to resolve Setup experience Campaign responses Competitor alert Voice experience Operational NPS Billing and roaming experience Change in profile Weighted friend index Completely modular we will have you up and running in 3 months 17
18 Leveraging the power of graphs Graph theory based components Combined together into a single customer score - Happiness Index 18
19 But what really matters is its very simple to use All you need to focus on is to manage the happiness index either increase it or maintain it Increase by 1.3 points By targeting silent roamers Driving digital payments Increasing social index scores NPS Recontract Increase by Increase by +13pp +28pp CHURN Decrease by -43pp 19
20 # Customers Churn rate, % # Customers Recontract rate, % # Customers NPS promoter rate, % Because each ingredient is perfectly correlated to business outcomes Churn Recontract (post-pay) NPS Hapiness Index vs churn Happiness Index vs recontract Happiness Index vs NPS promoters 140, % 140, % 140, % 120, ,000 Churn rate 5.0% 4.0% 120, ,000 Recontract rate 4.0% 3.5% 3.0% 120, ,000 NPS promoters 20.0% 80,000 60, % 80,000 60, % 2.0% 80,000 60, % 10.0% 40,000 20, % 1.0% 40,000 20, % 1.0% 0.5% 40,000 20, % - 0.0% - 0.0% - 0.0% Happiness Index Happiness Index Happiness Index By definition, aligned to business outcomes: Churn, Recontract and NPS Higher happiness scores indicate lower churn, higher recontract and higher NPS scores 20 Based on a case study and implementation at leading HK telco
21 Let s take a look starting from macro view 21
22 Down to specific segments Monitor customer sentiments in real time Competitive edge in real time monitoring Accessible over networks, portable devices Granularity that drives corrective actions Predict customer spend on products Predict customer loyalty Predict how likely to recommend brand 22
23 Down to individual customer segment-of-1 23
24 And the future is bright: GraphAI to detect rules Predictive Happiness index by adding index memory to understand customer memory on good and bad experiences Prescriptive Happiness Index by using machine learning and GraphAI to detect rules and actions to drive happiness index scores 24
25 Questions? About Lynx Founded 2010 Profitable from start Growing fast at 55 headcount (2017) from 23 headcount (2016) USD 10m Pre-seed funded (2016) at USD 66m valuation Graph Pioneers Customer Data Award Winning Global Presence World s first research paper on social network graph diffusion (founders 2007) Nearly 1 Billion Consumer Data Points processed (to date) Tens of Billions of connections between them Most Innovative Big Data Analysis Product APEC (Frost & Sullivan 2015) Most Innovative Product, National Infocomm Awards (Singapore Goverment 2016) 25
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