1 CRM Over Voice: Using Voice in New Ways for Service Providers to Retain Subscribers and Strengthen Brand White paper produced by: March 2009
2 Table of Contents 1. Executive Summary CRM Today: Why it s More Important than Ever The Service Provider s Challenge: Finding a New Way to Approach CRM Voice-Based CRM: New Answer to an Old Problem... 3 Figure 1 Voice-Based CRM in the Cloud Moving the Address Book into the Cloud: The Heart of Voice- Based CRM Mobivox PL: Bringing Voice-Based CRM to Life... 7 Figure 2 The Mobivox PL Platform... 8 Figure 3 Voice-Based CRM in the Cloud with Mobivox PL... 9 Figure 4 Bringing the Database and VUI Together to Create CRM Over Voice Conclusion Contacts for Additional Information... 12
3 2 1. Executive Summary Despite the fact that the service provider sector is rapidly evolving beyond telephony, it is easy to forget that voice remains the preferred mode of communication. Conventional telephony may no longer be a growth business, but there are compelling new opportunities for operators to use voice, particularly in the area of CRM Customer Relationship Management. Today s technologies can be used to integrate CRM into the voice services delivery process and with it a contextual element that offers real-time benefits to both the subscriber and the operator. In this environment, the operator builds a more trusting relationship with the subscriber, and makes CRM more effective not just for increasing ARPU, but retaining subscribers. In today s economy, this combination should be attractive for all service providers. This White Paper explores how voice can be used in new ways to enhance existing CRM solutions and provide operators mobile, prepaid, calling card and other voice services - with more powerful tools to engage their subscribers in the context of service delivery. In particular, the PL platform developed by Mobivox will be evaluated as a potential solution for operators to deploy. 2. CRMToday:Whyit smoreimportantthanever Subscribers are the most valuable asset a voice services operator has. This is especially true in the mobile world, where we are at the front end of the growth curve for new services and revenue opportunities. And while IP-based communications technologies are enabling a host of new services they also lowering the barriers to entry, resulting in unprecedented competition. Incumbent voice services operators must compete not only against each other, but also with cablecos, ISPs and MVNOs, and with that, strategic priorities shift from customer acquisition to customer retention and reducing churn. IP communications (e.g. voice, IM and video) create many more touch points with customers, opening up new possibilities for engagement and CRM Customer Relationship Management. It is our view that voice operators at large need to think more broadly about how CRM can be of value in this context. Today s CRM tools often deliver positive results, but strategic priorities must be carefully evaluated in today s market. Mobile and other voice operators need to be realistic that the goal of increasing ARPU will be more difficult to achieve across the board in For the majority of subscribers, a down economy will curtail ARPU growth, and reducing churn will be a more pragmatic objective for CRM. This White Paper outlines an innovative approach to the CRM process, and one that can deliver value in new ways.
4 3 3. TheServiceProvider schallenge:findinganewwayto ApproachCRM Prior to the advent of IP, operators were network-centric, and controlled most aspects of the customer experience. Today, many services are self-provisioned and self-managed, and subscribers actually have multiple and often ongoing points of contact with the operator. Internet-based communications modes especially Instant Messaging, VoIP and Presence place more control in the hands of subscribers, but also enable a richer, more engaging end user experience. Existing CRM models are not very well suited for these points of contact and operators are missing out on a growing range of opportunities to strengthen and manage their customer relationships. Yet when CRM can enhance user experience on the subscriber s terms without the conventional costs of scale like headcount and training - the operator s opportunity is to build its brand, engender loyalty, and reduce churn. In addressing these challenges, we are not suggesting that operators abandon their existing CRM programs. Our message here is that operators need to consider how newer approaches will complement those already in place not replace them. 4. Voice-Based CRM: New Answer to an Old Problem One of the paradoxes in today s world of IP-based services and Web-based applications is that that while we have many communications modes, voice is still the most desirable and effective. Voice brings a higher level of connectedness, whether just on its own or in conjunction with other modes such as IM or video. Together, these modes form a next generation model that integrates the best of legacy telephony with the newer Web-based applications. With next-generation communication comes a real-time contextual aspect, enabling an operator to dynamically invoke voice-based CRM during the course of making a call. The key here is context, whereby the operator has intelligence about the subscriber that is relevant to that specific call. Every phone call opens up paths for purposeful, interactive dialog, and adds another tool to the operator s overall CRM solution set. This reinforces the primacy of voice, and how it offers new forms of value to operators in a next-gen world. While all the Web-based applications provide new ways to communicate, it must be understood that voice has not remained static while these new communications modes have worked their way into our lives.
5 4 With recent advances in three particular areas - speech recognition, VoIP and SaaS (Software-as-a-Service) solutions - voice can be employed as a value-add to existing CRM activities. To further illustrate this, consider the concept of a voice platform, located in the cloud (SaaS), that uses technologies such as voice recognition and VoIP to deliver contextual CRM to engage users and establish service provider brand. Figure 1 Voice-Based CRM in the Cloud In this illustration, the caller John dials a number from any phone. The call does not go directly to the other party; it is routed to the voice services platform. This platform has network intelligence, and a voice recognition-based voice assistant briefly engages John before connecting the call. In this example, the platform recognizes that 514 is a Canadian area code, and confirms John is making a call to Canada. This is touch point #1. The platform also hosts John s address book, and in this case, asks John if he would like to add the number as a contact entry touch point #2. John agrees touch point #3. The virtual voice assistant then asks what name the new number should be entered as in his address book, and John replies, saying Jane Smith touch point #4. Now the virtual voice assistant s job is done, and the call is completed.
6 5 There are four CRM touch points in this example that would not normally occur in the course of placing a call. Not only that, but they could not occur in a conventional CRM setting. To better understand the power of a voice platform that can enable CRM, consider briefly the advances in each of the following components and the value each brings during the process of making a call. Voice recognition: This technology has advanced sufficiently for a virtual voice assistant to not just respond to subscriber requests; it can also be multi-lingual, which greatly enhances opportunities for customer segmentation based on their language. More advanced capabilities include speech to text, which can be of great value to subscribers who want to send an while in a mobile, handsfree setting. VoIP: While not prominent in this example, there are two important value-adds here. First, VoIP makes calls more affordable, hence driving more traffic over the operator s network. Second, being a data application, VoIP can be integrated with other communications modes, creating not just a richer experience for the subscriber, but also provide more powerful CRM tools for the operator. SaaS: The SaaS model Software as a Service - is gaining acceptance with operators now, and is at the heart of a voice-based CRM solution. By hosting a voice platform in the cloud, the operator can support communication across all networks, all devices and all geographies. In the above graphic, John could just as well have been calling from a mobile phone or a softphone, and the same would be true for the recipient, Jane. Further, SaaS allows voice services operators to easily expand their service reach by supporting anywhere, anytime, any device communication. The message of this section is that voice-activated applications can add value for the operator, by bringing incremental touch points to CRM, and for the subscribers by allowing them to do things they cannot readily do today.
7 6 5. Moving the Address Book into the Cloud: The Heart of Voice-Based CRM To truly become differentiated and leverage the power of voice-based CRM, voice services operators need to host their subscribers address books in the cloud. This is where value resides, where value is created, and where many CRM touch points can be initiated. While there clearly is benefit here for the operator, there are two key benefits for subscribers: 1. A unified, integrated address book: We all have multiple address books for mobile, landline, , video, home, business, plus all our IM buddy lists such as MSN, Google, Yahoo and Skype. Aside from the complexity of managing so many databases along with many of our contacts having multiple addresses there is a lack of compatibility among them. Integrating these into a unified address book can be a significant value-add for subscribers. 2. Contacts are accessible anywhere: By hosting a unified address book in the cloud, the operator frees the subscriber from being tethered to any one device. Using any phone, and regardless of which network is used or what device is used, subscribers can access all their contacts and, more important, they can communicate with any of them. This inherent stickiness is integral to invoking contextual, voice-based CRM. For voice services operators, the benefits of hosting an integrated address book in the cloud can go well beyond the basic CRM example illustrated earlier in Figure 1. By tying together information across all of the address books, the platform amasses collective intelligence about the subscriber s circle of contacts, their communication habits and other actionable data. Now, the opportunity to use the voice channel as a CRM vehicle becomes more apparent: 1. Creating a bond with the subscriber: As usage builds, the platform is able to anticipate routine communication behaviors and build trust by proving its reliability with every interaction. This trust this bond is particularly important for CRM, as it builds rapport with the subscriber, and opens the door for additional, more rewarding touch points.
8 7 2. Creating next-gen CRM opportunities: Going beyond managing the unified address book, a cloud-based platform can integrate directly with the operator s network environment, most notably billing and subscriber management. With this capability, CRM touch points become more intelligent, and operators can leverage knowledge about each subscriber into opportunities for new services and revenues. This is CRM that can provide the best of all worlds for the operator improve subscriber retention and drive new revenues to increase ARPU while containing customer service and marketing costs. 6. Mobivox PL: Bringing Voice-Based CRM to Life Up to this point, the White Paper has focused on two key ideas that make voicebased CRM more valuable and strategic for voice services operators: 1. CRM can be integrated with voice in new ways to make it more relevant to the way subscribers are communicating today. 2. By hosting a unified address book in the cloud, the operator can create new CRM touch points that add value for subscribers as well as be a springboard for new services. Our view is that voice services operators have not proactively embraced these ideas or recognized their potential for using voice as a new channel to invoke new types of CRM applications. Mobivox is one company that does see this potential and, building on its expertise in voice-activated communications and voice platform development, it has developed a solution that we believe addresses this opportunity very well. The Mobivox PL solution a voice activated services platform has been developed around the idea of bringing the power of the Internet to mobile telephony, and enabling operators to become better aligned with how a growing portion of subscribers think today about communications. In effect, its built-in CRM capabilities transform the voice channel in a way that can render it as effective as a Web-based channel, and complement the operator s overall CRM efforts. PL provides the added benefit of real-time touch points that engage subscribers in more meaningful ways and it can add new revenue-generating services to the operator s portfolio of offerings.
9 8 Figure 2 below illustrates the basic building blocks and value points around PL. At the heart of this platform is the Multilingual VUI Voice User Interface that generates the voice-activated dialog with the subscriber. By integrating the VUI with the operator s Hosted Address Book, the operator has an intelligent platform for contextual communication that creates new CRM touch points. Over time, these elements create a powerful database that builds intelligence with each interaction. As the operator learns more about the subscriber s calling patterns and service preferences, CRM applications become much more targeted and contextual. This makes the communications experience more efficient for subscribers and greatly reduces the intrusiveness that comes with most conventional CRM encounters. Figure 2 the Mobivox PL Platform PL can also bring VAS Value Added Services into the equation, offering an opportunity to increase ARPU or retention when deployed in conjunction with its CRM capabilities. Figure 2 also shows the benefit of PL being cloud-based, as it enables communication from and to any device, over any network. This level of flexibility and accessibility simply cannot be provided in a legacy communications framework.
10 9 In terms of the end user experience, Figure 3 below illustrates additional capability that Mobivox PL provides and how this reflects the CRM experience discussed herein. Figure 3 Voice-Based CRM in the Cloud with Mobivox PL First, notice how the platform leverages the User Profile in the cloud. It is able to access not just John s address book, but also his subscriber records. When John goes to place a call, the voice assistant has detected that he made a purchase recently with the operator perhaps an automatic renewal of a prepaid calling credit. This is a proactive CRM touch point to thank John and show appreciation for his business. Furthermore, John is told that a reward has been added to his account following this purchase, something he may not otherwise have known of short of a visit to the operator s web site. John goes on to place his call to Jane, but unlike the scenario in Figure 1, notice how John is not dialing his phone. The call is voice activated, and will work regardless of whether Jane s number was initially in John s Outlook directory or his Yahoo address book. The unified address book has enough intelligence behind it to work across all his directories, and John only needs to rely on one source to make all his calls.
11 10 For the operator, PL creates new opportunities to have dialog with subscribers, and can facilitate many types of interactions as well as transactions that would simply not be practical or possible for live agents in a conventional CRM environment. Figure 4 below further shows how these elements come together to create a new and unique opportunity for operators to use voice as a distinct channel for CRM. Figure 4 Bringing the Database and VUI Together to Create CRM Over Voice The CRM Over Voice concept embodies several aspects of the CRM process, each of which represents a distinct scenario for a distinct set of subscribers. At this level of granularity, the value of PL becomes clearer, as CRM opportunities can be segmented based on the customer s history with the operator. Consider the following examples: 1. Educate: The first days are a critical time in the lifecycle of new subscribers. If they are not meaningfully engaged by then, it will become costly to re-engage them later on. PL allows the operator to communicate various education messages that are relevant to how long they have had the service, what services they are using, their language choice and more.
12 11 2. Promote: Word-of-mouth grows in importance for generating new leads with each passing year, and is perhaps the most cost-effective method of customer acquisition. Since Mobivox PL knows the subscriber s patterns - what they use, who they call, when, who is in the address book and more - it can pinpoint an offer and ask in real-time for a referral. Since the action of inviting a new user from a referral can be done right over the phone, this represents a very efficient use of CRM with established subscribers. 3. Convert: This is another example of using context to identify in real time a segment of subscribers who are good candidates for upselling. A prime example would be converting a subscriber from Prepaid to Post Paid. PL would invoke a CRM dialog with subscribers who normally call in to add to their balance with a credit card. The subscriber would then be given the opportunity to opt for an automatic top-up plan, which is more convenient than worrying about running out of credit. Again, this all takes place in the context of making a phone call, and a voice-based CRM session results in converting the subscriber to a more valuable calling or service plan. 7. Conclusion Mobivox PL is an intelligent, voice services platform, and within this White Paper we have outlined how voice-based CRM can become a powerful tool for mobile and other voice services operators. Beyond this, PL can support third party applications and advanced value-added services such as voice activated reverse charging, voice-to-text messaging, group communications and more. While this White Paper has demonstrated possible CRM Over Voice scenarios for operator deployment of PL, it should be noted that Mobivox has been deploying the platform and its CRM capabilities in its own direct-to-consumer business a Living Lab with real subscribers. Millions of calls have been completed in this environment, validating that the platform can support largescale deployments and deliver voice activated value-added services. In addition to enabling voice-based CRM solutions that help reduce churn, PL can also serve as a gateway to new revenue streams and ARPU growth for mobile, prepaid, calling card and other voice services operators. Its CRM over Voice focuses on facilitating user education, customer nurturing, offer promotion and of course conversion.
13 12 If there is a caveat to using PL and voice for CRM purposes, our watchword is not for Mobivox, but the operator. The platform is commercially proven and the underlying technologies are sound. In our view, the onus falls on the operator to deploy PL in a way that is not intrusive to subscribers. We believe this should not be problematic for operators who understand and embrace next generation communications. Finally, for voice services operators who want to take full advantage of PL to gain differentiation, they can apply their own brand to the VUI Voice User Interface to extend it through the entire CRM process. To conclude, we would advocate that any voice services provider looking to bring the world of the Web to its subscribers, along with finding new ways to leverage the primacy of voice, should give careful consideration to Mobivox PL. The platform is a unique blend of vision and added value, and those ready to move into the Voice 2.0 stream will be hard pressed to find a more promising solution. J Arnold & Associates, an independent telecom consultancy, produced this White Paper. The contents herein reflect the conclusions drawn based on general research about voice services platforms, and the Mobivox PL platform. 8. Contacts for additional information T. +1 (514) F. +1 (514) E.
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