intelligence in customer relations leveraging the social factor Your business technologists. Powering progress

Transcription

1 intelligence in customer relations leveraging the social factor Your business technologists. Powering progress

2 Mining Customer Gold Telco players find themselves in highly pressurized operating environments, but renewed growth may lie under their noses. Mobile consumer networks only partly exploited and understood by traditional CRM and Business Intelligence hold huge potential for revealing behavior and influencing decisions. Provided you can transform raw data into action and results through smart analytics. Mobile telecommunication operators face some of the most demanding competitive conditions of any business sector. As markets reach saturation point and price erosion plays havoc with business models, one success strategy lies in transforming your view of the customer network. When it comes to customer data, mobile operators suffer an embarrassment of riches. The big strategic question is how to turn that mass raw data into understandable intelligence and take action on the complex patterns of behavior and influence that are driving business outcomes. Customer Relationship Management and Business Intelligence, both now mature disciplines, have each approached this challenge from a different angle but failed to deliver fully on their potential. Partly this is as a result of their being deployed in functional silos. More importantly, neither CRM nor BI are designed to identify subtle codes of attitude and activity that dominate customer lives. For that, you need a whole new approach and level of granular detail. Your customer data, currently locked away in disparate corporate IT systems and available in the public domain is a goldmine waiting for you to understand and work it to full advantage. Enterprise Customer Intelligence is a highly innovative methodology and operational approach that connects Customer Management and Business Intelligence by closing the loop with actionable analytics. Social networking well known for driving current Internet expansion is already at the heart of communication networks. On the one hand it catalyzes churn and adoption rates on the other hand it provides an untapped reservoir of customer preferences, dislikes and motivation. Through our approach we will advise you on potential sources of value you might not yet be aware of or don t know how to exploit. We will help you exploit existing sources of value. Through an enterprise-wide transformation program we will help you gain insights into customer churn, optimize the customer experience, see and understand other dimensions of your customer segments and speed the delivery of new services. Through our holistic approach you can discover additional revenue, grow margins and ARPU, and optimize your customer experience. The secret? Making customer intelligence an enterprise-wide discipline, while providing actionable insights and predicting patterns of future customer behavior. 2

3 Lifetime customer value is not simply a question of revenue or demographics your customers are part of a social environment that is largely dictating the profitability of your business. 3

4 Data to Insight Customer behavior both positive and negative is largely influenced by social relationships. Including this within encompassing intelligence solutions enables you to apply knowledge in an interconnected way exposing hidden patterns and enabling you to create much more intuitive and compelling offers. Attitude and behavior are the twin drivers of mobile telephony consumption patterns, impossible to measure accurately with conventional systems. The emerging discipline of Social Network Analysis brings to light the complex patterns of connection, influence and reciprocity that are the main factors in customer behavior. immediate insight. We synergize the space between data warehousing, CRM and Business Intelligence with a joined-up knowledge flow across contact centers, call details, social media and network usage. Mobile operators run the world s most active social networks. Vast amounts of data are readily available for you to tap into. Applied across your enterprise, customer data can clarify executive decision making, sharpen acquisition and retention, enable cross- and upselling, improve customer experience, facilitate advertisers and minimize fraud. Enterprise Customer Intelligence is a fully connected approach that brings together proven project skills and leading technology partnerships to turn your big data into 4

5 Beyond Customer Management and Business Intelligence, this new approach allows you to regulate the core mechanisms at work in acquisition, churn, satisfaction and adoption. In order to build more effective customer relationships and improve strategic decision making, we have bundled our own and partner capabilities in one comprehensive solution for you. Its scope covers four key areas. Speech Analytics helps you monitor service calls, identify hidden problems and provide proof on known issues by being able to use the voice of the customer. Social Network Analysis helps you identify alpha users influencers and use this intelligence to prevent churn and target marketing. Social CRM (including Social Media Analysis of digital communities) adds a critical layer to improve customer interaction and gain greater insight. Business Intelligence components, meanwhile, deliver highly granular customer data to evolve your marketing and sales activities. Enterprise Customer Intelligence is not just comprehensive, it is different. Because we are: Present in depth in the telecommunications sector for over thirty years Independent and free of product agenda in your best business interests Global and scalable no matter how broad or complex your challenge Most of all, we are business technologists who think like telecommunication professionals first Now let s explore exactly how this works in your real world... 5

6 Enrich your business functions with customer intelligence and deploy more proactive decision making to seize market initiative. 6

7 Enterprise Intelligence Enterprise Customer Intelligence goes beyond conventional CRM and BI systems to enrich multiple business functions and empower a more seamless and personalized customer experience. By bringing together the latest Speech Analytics and Social Network Analysis, you can dramatically enlarge your market understanding. In fact there are at least six new kinds of business value available in a well-run Enterprise Customer Intelligence program. Firstly, you maximize the value of your existing customer base in a new way by predicting churn and enhancing retention. Secondly, you improve customer satisfaction by creating a better customer experience and by anticipating client behavior with more accuracy. Thirdly, you increase revenues through a combination of cross- and up-selling as well as more targeted campaign marketing. Fourthly, you spread customer intelligence beyond its traditional confines to support your enterprise management as well as strategy, operations, infrastructure and product worlds. A fifth new value point is the best-fit technology principle, avoiding system lock-in and retaining future freedom of maneuver. A final reason to seriously consider exploring ECI with us is the leverage effect that comes with tapping into decades of acquired telco customer insight at Atos. So let s take a closer look at Speech Analytics. This technology discipline captures and transcribes calls between customers and call center agents, enabling rapid reporting and intelligent analysis. Speech Analytics is based on word recognition, categorization and root cause analysis turning your previously elusive customer voice data into telling market messages. Our objective here is to help you gain insight into the volume and causes of repeating call center traffic as well as transferred calls. We establish the ground reasons for people contacting your call centers, and propose pragmatic improvements based on our analysis. Not only do you gain from vastly enhanced granularity of data, we reveal surprising patterns of customer activity that provide fresh insights you can learn and benefit from. Our recommendations for typical root causes range from first call resolution and agent training to communication change and more collaborative processes. Whatever your patterns, you will receive exact answers to current limits and future opportunities. Social Network Analysis focuses on processing Call Detail Records (CDRs) to establish the nature of relationships between people from their communication patterns. SNA utilizes data preparation, social modeling, scoring and interpretation to analyze subscriber interrelationships as well as identify reciprocal and strong links. We can significantly improve the accuracy of your current churn prediction model, delivering swift and comprehensive answers. You can apply Social Network Analysis not only to significantly improve churn prediction but to speed viral adoption, strengthen customer acquisition, manage rotational churners more effectively, profile client behavior and match marketing dollars to real-world outcomes. 7

8 Project Method Whatever your segment focus or current state of maturity, our innovative and modular project approach to Customer Intelligence programs ensures transparency, delivery speed and risk mitigation. We help you prove the concept and identify your return on investment so you can successfully evolve customer outcomes. Enterprise Customer Intelligence is an entirely new combination of consulting expertise and technology know-how but it is based on proven and long-established project rigor. At Atos, we pride ourselves on taking a structured, inclusive and highly pragmatic approach to market innovations of this kind. Our value proposition breaks down into seven distinct building blocks: 1. Make a pilot (try before you buy) 2. Improve churn and save more customers 3. Measure end results and identify the ROI 4. Embed SNA in your organization and processes 5. Enrich it with more intelligence from the social layer 6. Expand more applications such as viral adoption 7. Integrate new tools to complement your capabilities The Enterprise Customer Intelligence workflow will connect several parts of your organization in new ways, from customer-facing units to the executive board : Customer Usage 1. Sequence Strategy, Infrastructure & Product Service Management & Sales Marketing 5. & Offer CRM 6. management 4. Business Intelligence IT Operations 1. Usage data (CDRs, list of churners ) are extracted Data is pre-processed 2. and prepared for statistical analysis Input of additional data 3. (usage, demographics, etc.) Analysis of social networks 4. (pressure & influence scores) Results are interpreted 5. and campaigns are designed Campaigns are managed; new customer 6. knowledge is added into analytical CRM Enterprise Management 7. Commercial action is taken to retain customers, cross - & up - sell, etc. 8

9 Finding the business logic in Social Network Analysis Scoring Churn prediction ROI Inputs used in the process come from a variety of rich data sources: calls & messaging, CRM, research, existing analytics results Customers Actual churners SNA algorithms Insight, predictions and targets are obtained: social network & roles, social revenue, influence & propensity scores, communities, segments, profiles, target lists with descriptions LTV approach: Life-time value of customers revenues - Cost of customer management Influence Pressure Predicted churners Traditional churn scoring SNA scoring X Save rate X Net life-time value - Cost of saves Deduplication = Net gain Prediction models learn from consistent churn and product adoption among subscribers thus improving future prediction accuracy We define this workflow together with you and our technology partners, enabling project clarity and speed with defined roles and targets. We next establish algorithms to score individual users along two social dimensions. Influence measures the numbers of relationships and types of communication, while Pressure reveals call durations and volumes as well as levels of reciprocity. Proprietary algorithms are refined over many deployments to ensure the best results in terms of accuracy and speed. During this process, we deploy an ROI model to quickly identify the commercial justification behind this project. The lifetime value of customer revenues, minus the cost of customer management, gives you their net lifetime value. Take away the cost of saving customers, and you get the net gain of applying SNA in your environment. Translating knowledge and ideas into workable daily activities requires objective thinking, project rigor and real business logic. This methodology is designed to allow you to easily base a campaign on it from preparation and analysis to campaign management and recommendations. Within as little as 15 weeks, we can help you arrive at a set of pragmatic conclusions that could substantially change your business metabolism and promote fresh growth. Our consultants will guide you through this entire process, from aligning providers and checking hypothesis consistency to clarifying legal issues and benchmarking results. Atos thus brings you the best of both innovation on the customer front with industrial-level project discipline. 9

10 Social Growth Bandwidth and penetration are no longer the only criteria in telco market growth. As you raise your game in customer experience, understanding the social equation at work across segments is crucial. Enterprise Customer Intelligence is a unique way to access and influence real-world client instincts. Your client base is a social network. What are you going to do about that? You are not simply dependent on individual customers for further growth. They are also dependent on each other. Enterprise Customer Intelligence takes the guesswork out of customer anticipation and empowers you to know what you know. Acquisition, churn and adoption are largely socially conditioned we help you understand that equation on a customer-by-customer basis. Properly deployed, Enterprise Customer Intelligence can impact everything from management decision making to customer education, from pricing and cross-selling to network efficiency and negotiation with third-parties. At its center lie refined algorithms that expose the complex hidden patterns present in immense amounts of distributed data collections. Take this moment to seize the initiative as telco operators orient themselves around customers by going social and accessing the vast untapped reserves of available customer knowledge. This is only partly a technology challenge. Mostly you need a telco knowledge carrier to apply your kind of business logic to the results. And why look to Atos specifically for leadership in Enterprise Customer Intelligence? We re glad you asked that crucial question. Enterprise Customer Intelligence as it encompasses Speech Analytics, Social Network Analysis, Social CRM and Business Intelligence is an Atos consulting and system integration innovation. Take time now to assess the gaps between your CRM, BI and data warehousing silos and ask yourself: When would now be a good time to evolve beyond them? 1. We are already present in force in your mobile environment, with many years of accumulated customer insight segment to segment 2. We bring together best-of-breed technology partners 3. We deploy a unique Proof of Concept and ROI approach to quickly establish business logic and drive program results 4. Atos consulting is global and free of product ideology a rare combination of scope and independence of mind 5. In the consulting area we master program and third-party management while being expert in legal issues, KPIs and data mining 6. On the integration level, we combine data management and Business Intelligence expertise, and can integrate SaaS or hosted black box solutions 7. In operations, we already have a deep knowledge of telecom processes, organizational design as well as training and knowledge transfer 8. Atos is a European leader, but now also a global force enabling you to leverage this solution in critical emerging markets 10

11 Mobile operators who unlock the social code within their consumer networks will gain a unique competitive advantage. 11

12 About Atos Atos is an international information technology services company with annual revenues of EUR 8.7 billion and 78,500 employees in 42 countries. Serving a global client base, it delivers hi-tech transactional services, consulting, systems integration and managed services. Atos is focused on business technology that powers progress and helps organizations to create their firm of the future. It is the Worldwide Information Technology Partner for the Olympic Games and is quoted on the Paris Eurolist Market. Atos operates under the brands Atos, Atos Consulting & Technology Services, Atos Worldline and Atos Worldgrid. Enterprise Customer Intelligence: Using analytics to turn your client network into a goldmine of behavioral insight, positive influence and service growth... For more information: Please contact dialogue@atos.net or visit atos.net/customerintelligence atos.net Atos, the Atos logo, Atos Consulting & Technology Services, Atos Worldline, Atos Sphere, Atos Cloud, Atos Healthcare (in the UK) and Atos Worldgrid are registered trademarks of Atos SA. June Atos.