Aito CEA Product Overview

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1 Aito CEA Product Overview Aito Customer Experience Analytics

2 Introduction Communications Service Providers (CSPs) such as mobile operators face a critical challenge. The information that they possess is spread across multiple systems, making it difficult and time consuming to access. It is also siloed and not actionable. As a result - decision-making is often based on obsolete information. At Aito, we describe this as being data rich, but information poor. Aito CEA is an out-of-the-box solution that unifies business, network, product and customer data for realtime analysis, discovery, reaction and decision support by users across the business. It is easy-to-use and understand, and deployed in weeks, not months. CEA across data silos covers whole customer life-cycle and can be utilised across the organisation Aito develops and sells Customer Experience Analytics software that provides business users with simple, powerful access to timely, accurate and comprehensive information. Swift, immediate answers to questions such as What kind of customers does a CSP have?, What services they are using - when and on what devices, in which locations, and how much revenue is generated or lost and how services are performing from customer experience point of view? Access to this information helps business divisions such as product management, sales and marketing, network operations and customer care deal with the daily challenges of monitoring the business and customers in realtime, streamlining product portfolio performance, improving marketing efficiency, monitoring and reacting to corporate customer service level agreements. It also helps in securing the best possible network experience, or discovering, analysing and resolving customer problems in real-time. By helping these divisions work more efficiently and effectively they can service their customers better and eventually improve Customer Experience and Customer Lifetime Value. 2

3 At Aito, we offer three fundamental differences to our competitors: we combine business and technology, deliver results fast and focus on business value. Let s take them one by one. 1 First - combining business and technology. Aito collects information from all data sources that are relevant to business: customers, devices, traffic, products, faults and revenues. This creates a comprehensive picture of customers across the whole customer life-cycle. Cross-correlation and drill-down capabilities, as well as department-specific views then make the information relevant throughout the organisation. 2 Secondly, we deliver results fast. Aito provides out-of-the-box CEA that contains built-in, configurable business logic and use cases to make sense out of terabytes of real-time data collected daily in every CSPs network. Aito can be tapped into existing data sources with fastest integration process in the market and is deployed in weeks, not months. Once in use, it is easy to use and intuitive, providing business users with real-time analytics, as well as automated findings and actions. Put simply, at Aito we simplify and speed up business processes. 3 Thirdly, we are focused on business value. Aito is built exclusively for CSPs by industry experts with mobile operator, network and software backgrounds. It is designed for business and technical users responsible for solving the daily challenges of CSPs. What s more, we can provide a wide range of case histories, all with proven ROI. Finally, in contrast to a large number of our competitors, Aito is wholly focused on the ongoing development of products and services to match the needs of CSPs across the globe. Aito is a new breed of Customer Experience Analytics (CEA) software provider that enables Communications Service Providers (CSPs) to deliver industry best customer experience and lifetime value to: Increases revenue either through finding and reacting to business issues where CSP is losing money or finding and reacting to business opportunities. Improves customer experience and customer satisfaction through improved technical performance of services or better service level. Improve operational efficiency and decision accuracy - through reduced process time / steps / actions / cost / manual work to obtain information for business planning, ad hoc analysis, or regular reporting purposes. 3

4 Aito Customer Experience Analytics Overview Aito Customer Experience Analytics is designed to provide accurate and up-to-date answers to CSPs key business questions. At Aito, we provide a holistic view of an CSPs customer base, such as the activities the customers carry out in their daily lives and how this affects the generated revenue. The information provided by Aito is available in a groundbreaking way. Aito users can view their business live from all relevant angles covering the whole customer life-cycle with the required detail level: customer segment, experience, demographics, ARPU, device, service, trends and problems, just to name a few. The information is available within minutes anytime and the analysis diagnostics and metrics can be changed within seconds by the click of a mouse. With Aito CEA an entire organisation can share the same information picture, making it easier to stay up-to-date with business developments in real-time. Of course there are specialist groups within the operators organisation who have their own expertise and focus. For that purpose Aito has developed Specialist views for: CxOs to get a real-time, dynamic and accurate view on their business: revenue, cost and profit, customer growth, churn and experience, product and service portfolio performance and network performance. Business & Product Management to improve product portfolio performance: monitor and analyse product usage by customers, device, traffic, revenue, conduct usage pattern analysis to get insight into heavy users, and device insight for business planning. Marketing to improve marketing efficiency: identify target groups such as passive smartphone users for upselling, see the impact of product launches, price changes and marketing campaigns in real-time, prioritise customer segments for marketing activities based on business impact, build profiles for mobile advertising purposes. Sales to improve sales performance: conduct SLA management and reporting to corporate customers, identify corporate customers with unhealthy usage profiles, conduct channel analysis to optimise channel structure and performance. Network Operations to provide best possible network experience for customers: monitor customer experience and react to problems based on lost revenue, recognise customers with service access problems, pinpoint root causes behind valuable customers dropped calls. Mobile Advertising to visualize the customer profiles and various customer background data, to manage opt-in / opt-out, to target the campaigns and to follow-up the effectiveness of campaigns. Customer care to discover, analyse and resolve customer faults in real-time: react to a customer calling customer service and complaining about an issue, understand correlations between faults and customer complaints. 4

5 Aito CEA User Interface contains Specialist Views sharing the same information Where does the ROI come from? Here are examples of proven business value that Aito has brought to its customers: New revenue: Targeted campaigns have 30% better response rates than non-targeted ones Improved efficiency: Process time for reacting business critical issues is cut from days to minutes Cost saving: Number of ad hoc information requests to data mining team down by up to 95% Cost of sales channel management can be reduced by 50-60% Churn is reduced by 1% in high churn market 5

6 Aito CEA Product Structure Aito CEA provides information in different analysis windows: real-time, hourly, daily and weekly / monthly. Real-time view highlights findings and provides wider access to data that requires immediate actions. For example: SLA violations to priority segments or linking between customer experience, network faults and complaints for customer care purposes. Hourly view provides a CSP with detailed information on hourly granularity and update intervals. For example: it can identify sudden changes in customer experience and the root causes behind it within an important corporate customer account. Daily view in provides information on the current state of the customer base. For example: to see how a product launch or marketing campaign takes off, or what the current status of a CSPs handset base is. Weekly/monthly view provides aggregated trend information on customer and device bases, as well as service usage and customer experience. For example: Aito CEA shows how a device model such as Apple iphone 4S and its mobile data volume and revenues change over time. Aito CEA Product Structure 6

7 Aito CEA includes four main application groups: Customer Behaviour and Experience analysis, Customer Profiling and Analysis, Revenue and Profitability analysis and Actions, Reporting, and Data Export. 1 Customer Behaviour and Experience Analysis delivers a 360 degree view analysis of a customer life-cycle, from acquisition to their service usage, experience and device model, brand, feature, location etc. End-users can also drill down to individual faults or customer care complaints and see how they correlate with usage and customer attributes. 2 Customer Profiling and Analysis shows the big picture of the customer base and enables slicing and dicing down to actionable segments. Segmentation information such as customer attributes, customer relationship information or customer interests can be combined with service usage and revenue information, and any combination of attributes can be used as search criteria for other CEA applications. 3 Revenue and Profitability Analysis application provides Aito end-users with the view to revenue, profitability, life-time value and lost revenue on various levels, including individual subscriber and segment level. 4 Actions, Reporting and Data Export application provides means to react automatically to discovered findings. All information available in Aito CEA can be used for creating automated reporting, such as a monthly report on corporate customer SLAs or a weekly report on the top 100 smartphones based on mobile data revenue and volume generation. Aito supports mobile, fixed and IP voice, SMS, MMS, mobile data, fixed broadband data, mobile data content for browsing, mobile data content for , FTP, P2P and VoIP, and USSD. Different traffic types (incoming / outgoing), destinations (domestic / international, mobile / fixed / service numbers), and content (search engines, social networks) are covered and can be drilled down to network, location and time perspective. The Aito platform is designed and built for easy integration to a wide range of CSP data sources, which can be divided into the following categories: Traffic data, including Voice, SMS, MMS, Mobile data, and WAP traffic Customer data, including customer demographic, tariff and lifecycle information Business data, including billing information and subscriptions Supporting business meta-data, including device information, base station information, network topology, tariff plans and geographical mapping information In a Nutshell: Aito CEA provides the data automatically in real-time using an intuitive user interface based on a single, correlated data source. Financial operational metrics are applied to show the pulse and value of the business operations. 7

8 Customer Behaviour and Experience Analysis Customer Behaviour and Experience Analysis provides at the same time a view into various behavioural aspects and effective means to analyse and manage customer experience in real-time. Customer behaviour information graphs show how and where services are used, what it costs, and how frequently they are accessed. Usage details can be combined with device model, brand, or features. For example Aito users can see how social media sites are used by CSPs customers. Combined with Revenue and Profitability Analysis, Behaviour Analysis provides a comprehensive view of the life-cycle and profitability of various products in the CSP network. Customer Behaviour and Experience Analysis Summary Customer Experience graphs provide visibility into customer experience and related network events. Rather than focusing on traditional network alarms based on monitoring, graphs give users quick and clear suggestions on the troubleshooting priority order. Customer Behaviour and Experience Analysis automatically puts faults into an order of importance based on the presumed impact on business. Combined with Actions, Reporting and Data Export application, Experience Analysis provides effective means to manage the experience and SLAs to various segments or subscriber groups in the CSP network. 8

9 Benefits of Customer Behaviour and Experience Analysis: Reduces (optimise) process steps/time to fault resolution. Customer experience is improved when problems have been taken care of Customer satisfaction is improved due to improved reporting (to corporate customers) as well as better SLA management Increases revenue once business impacting problems have been fixed Helps find revenue opportunities, e.g. smartphone users with no mobile data usage Aito puts customer in the heart of our architecture. With PT XL Axiata being one of the biggest operators in Indonesia, the solution will help us to further strengthen of our position and increase our market share by focusing on customer experience. The delivery took only 3 months from defining the scope to implementation allowing our teams to now already access extensive analytics results, enabling quick response and resolution of customer issues. PT XL Axiata 9

10 Customer Profiling and Analysis Customer profiling and analysis shows the big picture of the customer base and provides means to slice and dice the customer base into smaller and more actionable segments, which can be further used in marketing, business management or loyalty management purposes. In addition to comprehensive analysis features, Customer Profiling and Analysis application can be extended to cover more advanced analysis, such as Device Insight, Dynamic Segmentation, Predictive Churn Profiling and Social Network Analysis. Customer Profiling and Analysis application provides view into available customer attributes such as segment info, demographics (e.g. age), customer relationship information (e.g. length of relationship), subscription information (e.g. tariff plan), sales data (e.g. point of sales) or customer interests (e.g. likes music). Any combination of attributes can be used as search criteria for other applications. Subset of Customer Profiling and Analysis graphs available out-of-the-box Customer Profiling and Analysis application also provides information on device models such as generation, brand or manufacturer. Service usage and customer experience can be analysed from a device perspective, and it is easy to drill down to a certain model or a group of models. This is especially useful given the vast number of different kinds of devices in the market which makes it challenging for CSPs to keep track of developments and features that each device actually supports. Device Insight provides CSPs an extensive list of devices with their features and capabilities. The application includes over unique device models and over 300 different capability parameters per device, such as operating system, camera resolution, memory, screen resolution and connectivity (HSDPA, 3G, GPRS etc.). Dynamic Segmentation gives the users a possibility to easily analyse a dynamically updated set of customers based of rules. In practise Aito CEA automatically tags each customer matching to selection criteria to corresponding dynamic segment and allows users to drill-down into details of the segment. E.g. a rule for Top data customers facing degraded experience segment defined could be defined as Belongs to a VIP segment, is a frequent mobile data users, ARPU > 80e and reliability of mobile data < 95%. 10

11 Churn Profiling detects both churned customers and customers who are determined churned from the customer base and profiles them based on service usage, experience, behaviour and business. This in turn helps to analyse the linking between various criteria and churn decision, and also to find out potential churners from the customer base. Social Network Analysis feature provides yet another, external angle on customer profiling. Aito CEA collects data from most popular Social Media services and scores the data based on sentiment (+ / -). The sentiment trend is linked, among other analysis in Aito CEA, to customer profiles and provides cross-silo analysis between social media trends, customer acquisition, churn, experience and popularity among different segments to reveal correlations. Benefits of Customer Profiling and Analysis: Improves response rates in marketing campaigns and reduces time needed for campaign planning, followup, adjustments and post-campaign analysis Helps business planning, e.g. knowing the penetration of smartphones facilitates the planning of a service launch Improves effectiveness of customer acquisition - Saves costs by eliminating poor sales channels and increases revenue by detecting top sales channels Device subsidies can be optimised to support positive development of revenue, loyalty and customer experience Provides reliable and fast Churn Profiling UCell has played a major part in the development of this market and we are currently the second largest operator in the country. Aito s analytics will help us to further strengthen of our position and increasing our market share by developing services that are tailored to specific customer segments. The analytics provide us with a set of results that can be accessed easily by the sales and marketing teams, enabling them to respond quickly to changing market conditions and meet demand. UCell 11

12 Revenue and Profitability Analysis Revenue and Profitability Analysis provides business critical information on network level and drill-down capabilities to service, customer segment, device, country or network, location and time level. It provides Aito end-users with a view of various business aspects, such as revenue, lost revenue, costs, profitability and life-time value. Revenue and Profitability Analysis consists of two modules: Revenue and Lost Revenue Analysis and Profitability and Life-time Value Analysis. Revenue and Lost Revenue analysis helps understand revenue sources and various bottlenecks causing lost revenue. It provides users with details of usage and revenue, which is correlated with experience, behaviour, customer and network data, but also root cause analysis to drill down into details of individual service events to figure out how the problem can be resolved. In so doing, helps users to focus on the most important issues in terms of identifying and responding to changes in revenue. Lost Revenue analysis per location Revenue and Lost Revenue Analysis also supports revenue calculations based on information received directly from the CDRs and billing systems. This extended support includes monthly flat fee, price information (voice, SMS / MMS) and fixed mobile call fee. Profitability and Life-time Value Analysis introduces a new concept of Cost estimation in CEA, which is a basis for calculating the profitability and lifetime value for individual customers, corporate accounts and segments. In cost estimation fixed and variable costs are appended to individual customers profiles based on past behaviour. For example, subscription to new service triggers customer acquisition cost and account activation cost for that particular subscriber. Cost information is then compared with revenue information and different levels of Gross Margin can be calculated, and presented over various different analysis dimensions, such as services, products, customer segments, devices etc. Cost and Revenue information are also used to estimate Customer Life-time Value. 12

13 Benefits of Customer Behaviour and Experience Analysis: Reduces business / product managers process time / actions / cost to obtain product performance information from other internal sources Helps find possible business issues such as the impact of heavy users on the mobile data business, or the impact of iphone 4S on the network capacity and profitability Understand how experience affects profitability and customer lifetime value as well as predict churn Review the effectiveness corrective actions previously taken and their impact on customer experience We understand that customer satisfaction is key to our success. We therefore strive to provide the best possible service and the most attractive products to our customers. Aito CEA coordinate with us to achieve this by allowing us to measure and maintain our service quality more effectively and offer profitable products which appeal to our customer base, resulting in improved customer experience and reduced churn. Zain Kuwait 13

14 Actions, Reporting and Data Export In addition to comprehensive analysis features, Aito CEA provides effective means for automated discovery and reactions. Information in Aito CEA is scanned according to pre-defined rule set to discover different business, experience or behavioural phenomena, and then corresponding actions are executed according to rules. As an example, automated action can be immediate, such as an alert for SLA violation or notification of business users when significant reductions in revenue generation are detected. Automated immediate action can be also sent to other OSS / BSS solutions, such as network management systems or trouble ticketing systems. Aito CEA can be used for creating automated reporting, such as a monthly report on corporate customer SLAs or a weekly report to top or business management, such as Top 100 smartphones based on mobile data volume generation. Reports can be set to be sent automatically to pre-defined groups. The flexible feature allows administrators to create and modify reports in addition to managing the distribution lists, report schedule, report description and data queries. The reports are based on database queries, which can be defined to include any data that is contained within the Aito system. Aito can be also set to trigger notifications for specified occurrences based on rules defined by a CSP. Rules can be related to customer segments, devices, services, time and locations. Whenever a certain rule is met and triggered, the predefined Aito user will receive an notification of the triggered action. For instance, the user may want to receive a notification when mobile data quality for 3G handsets gets below 85%. After receiving the notification, the user can log on to Aito and see the root cause of a sudden change in quality. Example of an SLA report for a corporate customer 14

15 Benefits of Actions, Reporting and Data Export: Customer satisfaction is improved due to improved reporting as well as better SLA management Reduces process steps/time to fault resolution Shares effectively information across the whole organisation 15

16 For more information contact Aito at: About Aito Technologies We change your understanding of your customers. Aito Customer Experience Analytics software changes the way communication service providers understand their customers. Our goal is to help CSPs maximise customer experience and lifetime value. We do that through enabling improved business, operations, product, sales, marketing, and customer care performance. Our product, Aito CEA, unifies business, network, product and customer data for real-time analysis, discovery and reporting. It is easy-to-use and deployed out-of-the-box in weeks, not months. Aito s customers include Etisalat UAE, TeliaSonera Ucell, Nokia, Tele2, TDC, Elisa, Zain, XL, Blyk, Muxlim and others. Aito Technologies, Aito CEA and the Aito symbol are trademarks of Aito Technologies. Aito Technologies Oy In line with our policy of continuous improvement, products and specifications are subject to change. The information contained here is intended only as a general guide. For up to date information on Aito Technologies, Aito Technologies products and services, please contact us using the details above. Views and opinions expressed here should not be relied upon as definitive advice. Third-party opinions and estimates are those of the company or individuals quoted. Aito Technologies Oy acknowledges trademarks of other companies. Aito Technologies Oy, Spektri Business Center, Metsänneidonkuja 6, Espoo, Finland.

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