CUSTOMER EXPERIENCE TRANSFORMATION: CUSTOMER SUCCESS STORIES

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1 CUSTOMER EXPERIENCE TRANSFORMATION: CUSTOMER SUCCESS STORIES Winning in the telecom services market is about attracting customers and keeping them happy. As a service provider, your approach to customer relationships can mean the difference between lasting success and losing out to the competition. To succeed in today s market you need to make sure every customer interaction helps build a better customer experience. The challenge: Putting the customer experience first More and more service providers are recognizing that the customer experience can be a powerful asset that inspires loyalty, generates up-sell opportunities and attracts new customers. Despite this recognition, many providers find it tough to deliver a consistently satisfying customer experience. Complex services and devices are largely to blame. The difficulty is most obvious in customer care, where technical support agents and customers share the frustration of high average handle times (AHT), low first-call resolution (FCR) rates and frequent escalations. This frustration creates serious business challenges for service providers, including customer dissatisfaction, increased churn, higher acquisition and support costs, and, ultimately, lower overall profits. The key: Making things easy You don t have to compromise profitability to transform the customer experience. But you do need to make sure your services are easy to use and support. This means focusing on three key goals: Keep customers happy Reduce AHT and improve FCR by giving the right answers the first time customers call. Offer support that addresses each customer s unique experiences. Deliver the same quality of experience (QoE) through every support channel. Get more value from technical support Arm agents with relevant, real-time intelligence. Automate technical support to eliminate manual steps. Deliver proactive support that resolves issues before customers notice them. Streamline your support operations Deploy converged agent consoles that reduce complexity and deliver clear, targeted solutions. Empower agents with intelligence about how network issues affect the customer experience. Reduce escalations to higher-tier support. The approach: Extracting value from information Your customer, device and network information is a unique asset a building block for creating compelling service offerings. To attract and retain customers, you need solutions that let you use this information to simplify and enhance the customer experience. Alcatel-Lucent s Customer Experience Transformation (CXT) program offers solutions that can help you use your assets to develop and leverage a deeper understanding of your customers. With these solutions, you can personalize and differentiate your offerings and make a superior customer experience a central part of your brand promise.

2 The solution: ServiceView for Mobile ServiceView for Mobile (SVM), the first CXT solution from Alcatel-Lucent, offers end-to-end visibility and control across the service delivery chain. It helps service providers use their customer intelligence to simplify technical support, up-sell services, and deliver a richer, more satisfying customer experience. Alcatel-Lucent has a strong customer experience management pedigree. The SVM solution combines best-of-breed products from groups spanning the company. The Motive Product Division offers a portfolio of products that gather and analyze critical QoE information from devices, back-office systems and network management systems to help support agents pinpoint and resolve customer issues. The Motive products integrated in the SVM solution include: Motive Mobile Device Manager (MDM) Motive Mobile Handset Support Template (MHST) Motive Mobile Broadband Network Support Template (MBBNST) Motive Customer Service Console (CSC) Motive Service Management Platform (SMP) Device Capabilities Knowledge Base The IP Division (IPD) develops a portfolio of IP/MPLS and Carrier Ethernet switches and routers, as well as element, network and service provisioning and management tools that help service providers use their networks to deliver innovative value-added services. The IPD product integrated in the SVM solution is the Alcatel-Lucent 9900 Wireless Network Guardian (WNG), which analyzes wireless broadband data networks to support the accurate design, engineering, optimization and management of network resources. The 9900 WNG reviews how traffic affects critical wireless resources to ensure optimal network performance. Genesys, an Alcatel-Lucent company, is the world s leading provider of contact center and customer service management software. The Genesys product integrated in the SVM solution is the Genesys Voice Platform (GVP), a software- and standards-based voice portal that supports cost-effective customer interactions 24/7 for voice, video and the Web. It identifies and resolves customer requests using a combination of interactive voice response (IVR) technology, touchtone access to applications, and speech recognition technology that supports conversational exchange. The SVM solution is backed by the Alcatel-Lucent Services organization, which offers in-depth knowledge of support systems and process integration. This knowledge can help service providers transform their overall customer experience strategy and make customer support a strategic weapon in the battle to win and retain customers. This document highlights the relevant experience these groups have acquired in helping many service providers transform the customer experience.

3 Motive Product Division Alcatel-Lucent s Motive Product Division provides customer experience management (CEM) software solutions that help service providers combine a variety of next-generation fixed and mobile broadband services into a single, connected experience. With Motive, service providers can use one platform to automate and manage key interactions throughout the customer experience lifecycle and across multiple services, networks and devices. The result is a consistent, unified experience for customers and service providers alike, one that accelerates new service rollouts, reduces operational costs, drives revenues and builds lasting brand loyalty. Success story 1: A leading North American converged service provider One of North America s leading providers of wireless, Wi-Fi, high-speed Internet and voice services made the strategic decision to partner with Motive to deliver a unified service management and customer care support solution for their newly launched IPbased voice, IPTV and high-speed Internet offerings. The service provider wanted to simplify and accelerate the troubleshooting services provided by its technical support agents. These agents had to access multiple systems and applications to understand and troubleshoot customer problems. As a result, the provider was dealing with higher call volumes, rising agent training costs and increased call escalations from Tier 1 to Tier 2 agents. Motive s solution integrated and analyzed data from a variety of service delivery elements, including device management, provisioning, billing, network management, and service monitoring. Support agents now diagnose and resolve complex customer issues quickly and easily. During an 18-month period, the number of call escalations between Tier 1 and Tier 2 agents was reduced by 45 percent and more than 600,000 calls were avoided, leading to a 30 percent decrease in customer contact rates. More than 150 of the world s leading mobile, Telco, cable and satellite service providers use Motive Customer Experience Management Solutions. These solutions have recently been recognized with the 2010 Mobile Merit Award and 2011 CES Innovation Award. Success story 2: A leading North American converged service provider LTE technology offers exciting new opportunities to monetize innovative applications and services. But as LTE adoption accelerates, the many challenges involved in activating, configuring, managing and supporting these devices and services will result in tremendous increases in customer support costs. With just one call to the help desk capable of eroding profitability for a month, service providers must focus on automating and simplifying customer touch points. A leading North American Tier 1 service provider selected Motive to address the complexities and operational challenges associated with LTE devices. Motive and WDS * co-developed a comprehensive solution that proactively automates and manages key customer care touch points throughout the mobile device lifecycle, from activation and service setup through ongoing customer support. The solution includes a turnkey hosted option that accelerates time to market and reduces customer support costs. The service provider will use the solution for LTE device activation, bulk firmware-over-the-air (FOTA) updates, and over-the-air (OTA) updates to device configuration and settings. Subscribers will also have access to a variety of self-care options, allowing them to set up their own devices and diagnose issues without contacting customer care. The service provider s existing customer care console is integrated with the Motive solution, giving technical support agents a comprehensive view of various systems, extending their visibility and control across the entire service delivery chain. As a result, CSRs can reduce time spent with each customer. This will increase profitability and customer satisfaction. * WDS ( provides customer call center support for mobile operators worldwide, resulting in deep knowledge of call drivers and device issues. When combined with the industry s largest device interoperability library, WDS is a proven leader in mobile device management worldwide. Alcatel-Lucent partners with WDS to deliver solutions that reduce customer care costs, aid service discovery, ease setup and increase profitability.

4 IP Division Alcatel-Lucent s IP Division offers IP/MPLS and Carrier Ethernet technologies that enable service providers to use their networks to deliver compelling value-added services. The Alcatel-Lucent 9900 Wireless Network Guardian (WNG) helps service providers quickly and cost effectively monitor and troubleshoot customer experience issues relating to the rapid growth of mobile data traffic. Able to monitor 2.5G, 3G and 4G multi-vendor wireless data networks end to end from a single location, the 9900 WNG provides a real-time understanding of how subscriber flow translates into the consumption of constrained resources on every element in the network. It can also identify and address subscribers, servers and applications that degrade performance and capacity by placing anomalous wireless-unfriendly loads onto the network. Success story 3: Telecom New Zealand Telecom (TNZ) is New Zealand s largest telecommunications service provider and secondlargest mobile operator. It chose Alcatel-Lucent to gain in-depth knowledge of how its subscriber devices, applications and networks are performing. Seeking greater intelligence about IP data usage on its 3G network, TNZ is deploying the 9900 WNG in its network and operations center. By providing comprehensive visibility into mobile data traffic, the 9900 WNG will help TNZ better understand the experience of its 2.1 million subscribers and improve its ability to diagnose issues that could arise within the network. And, by providing more accurate information on mobile data traffic, the 9900 WNG will help TNZ improve network capacity forecasting to ensure that customers are served right the first time. With the 9900 WNG, TNZ can deliver a better customer experience across its mobile network. Alcatel-Lucent is one of TNZ s key technology partners. It provides 3G W-CDMA, IP networking, optical transport, access networks and B/OSS systems that power TNZ s next-generation high-speed broadband, mobile voice and data, and multimedia solutions. Alcatel-Lucent also provides a full portfolio of services to TNZ, including network design, implementation, operation, support and maintenance. The Alcatel-Lucent 9900 WNG has been recognized as an exceptional network testing product at leading Telco events and by leading industry organizations, including LTE North America, Mobile World Congress, and CTIA. Success story 4: Sprint Nextel Sprint Nextel offers a comprehensive range of wireless and wireline communications services, bringing the freedom of mobility to consumer, business and government users. Serving 50 million customers, Sprint is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States. Sprint selected Alcatel-Lucent to drive its Network Vision evolution project in its Northeast, mid-atlantic and southern California regions. Alcatel-Lucent is providing network integration, products and software to help develop a cost-effective, innovative network plan that will enhance voice quality and data speeds for Sprint customers. The Network Vision project will consolidate multiple networks into one seamless infrastructure by implementing multi-mode technology. This technology will enhance services, create network flexibility, reduce operating costs and improve environmental sustainability. The Alcatel-Lucent 9900 WNG is a key component of the Network Vision project. It will provide unique network insights to allow Sprint to analyze and optimize the relationship between application traffic, network performance and the subscriber experience. Alcatel-Lucent will also provide network integration, installation and commissioning support, software integration, training, project management and deployment services.

5 Genesys Genesys, an Alcatel-Lucent company, is the world s leading provider of contact center and customer service management software. It serves more than 4,000 customers in 80 countries, including 16 of the world s 20 largest telecommunications companies. Genesys software directs more than 100 million interactions every day, dynamically connecting companies with the right resources self-service or assisted-service to fulfill customer requests, optimize customer care goals and make efficient use of agent resources. Genesys helps companies drive contact center efficiency, stop customer frustration and accelerate business innovation. Success story 5: Telefónica Spain Telefónica Spain was founded in 1924 and now has more than 22 million customers. The company is the leading telecommunications operator in the Spanishand Portuguese-speaking world, and the secondlargest in Europe. Its activities are centered mainly on the fixed and mobile telephony businesses. It uses broadband as the key tool for developing both businesses. With rapid growth come concerns about the consistent delivery of customer care. Challenged by continuous subscriber base growth, soaring agent activity and increased back-office task load, Telefónica asked Genesys to help optimize its contact center operations. Focusing on customer value and agent productivity, Telefónica Spain wanted to be able to ensure consistent delivery of customer care and route calls based on customer value. They also wanted to be able to manage and control back-office operations and increase agent productivity. Thanks to the Genesys solution, Telefónica Spain now handles its calls using a wide variety of routing strategies and offers a completely personalized customer experience. The Genesys solution has created several important benefits, including a 20 percent increase in agent productivity, reduced operating costs, and a rapid return on investment (estimated by Telefónica to be less than six months). With help from Genesys, Telefónica has improved first contact resolution (FCR) rates and increased customer satisfaction levels. Success story 6: Belgacom Belgacom Group is Belgium s principal supplier of integrated telecommunications services. Through continuous investments in leading-edge technology, Belgacom offers its customers high-capacity solutions on all networks, fixed or mobile. Seeking to control costs, increase efficiency and provide a more personalized customer experience, Belgacom selected Genesys to provide a call center software solution capable of blending self-service with assisted service capabilities. Genesys delivered an open platform that made it possible to completely automate low value-added calls without any operator intervention; this alone reduced the call volume by 300,000 calls a year. In total, Belgacom has reduced the number of incoming calls by 1.1 million, increased overall customer satisfaction by 10 percent, and grown its revenuegenerating capacity by 3 percent. It has also improved employee satisfaction by routing routine work items to self-service, giving agents more time to focus on high-value calls. Genesys is the world s number one contact center software company. In 2011, and for the seventh consecutive year, Genesys was recognized with CRM Magazine s Service Leader award for interactive voice response (IVR). Genesys has also been identified as an IVR leader by industry analyst firms Gartner, Frost & Sullivan, Forrester and Datamonitor.

6 Services Group The 18,000 experienced professionals in Alcatel-Lucent s Services organization drive some of the world s biggest and most complex transformation projects. Our consulting engagements range from operational strategy development and planning to end-to-end transformation and business process optimization. Our deep industry insight and extensive library of business processes and best practices enable us to significantly lower time to market and reduce project risk. Alcatel-Lucent has a strong global presence and long-standing relationships with more than 250 service providers. We offer extensive product and services portfolios, and have multi-vendor skills that enable us to work in thirdparty networks and telecom software environments. Success story 7: MTS (Russia) Mobile TeleSystems (MTS) is the leading telecom group in Russia, Eastern Europe and Central Asia. It offers voice, broadband, pay TV, and entertainment services to one of the world's fastest growing markets. MTS and its subsidiaries service more than million mobile subscribers in a region that is home to more than 230 million people. Growing at an annual rate of 100 percent, MTS urgently needed to consolidate and upgrade its customer care facilities. Acting as systems integrator, Alcatel-Lucent delivered a best-in-class virtual contact center solution, creating eight new regional networks to support 2,250 agents. Alcatel-Lucent s responsibilities included solution design and sizing, project management, systems integration, training of MTS specialists, testing and rollout, and 24/7 maintenance and support. Alcatel-Lucent s turnkey solution includes advanced call identification and routing features that direct each customer call to the agent most qualified to address it. It also enables even workload distribution across multiple sites. This eliminates problems caused by over- or underutilized resources and maximizes MTS s investment in contact center development. The contact center now processes up to four million calls per month. The new solution has helped MTS reduce the total cost of contact center ownership by approximately 30 percent. It has also helped MTS increase agent productivity by 72 percent, reduce the abandoned call rate by 19 percent, and boost first call resolution to 90 percent. These improvements add up to a significant competitive advantage for MTS. Success story 8: Incumbent African service provider One of the largest telecom companies in Africa, this provider offers a diverse product portfolio that connects customers locally and internationally. To pursue its vision of offering services that meet or exceed international standards, the provider decided to replace its home-grown applications with state-ofthe-art technology and services. The service provider wanted to streamline its operations, deliver innovative services, and gain a competitive edge. But it didn t want to focus on just one technology, service or process to achieve its goals. Instead, it wanted to transform its entire IT infrastructure. Alcatel-Lucent helped the provider integrate all of its B/OSSs into a service-oriented architecture (SOA). With this SOA, Alcatel-Lucent offered fast, secure and affordable integration, and provided visibility and business insight across many different platforms, data sources and applications. This flexible approach helped the service provider improve its business agility, enabling it to leverage existing IT investments and react more quickly to customer demands and market changes. It can now launch new products and services much faster, using fewer resources. Analysys Mason reports that, in terms of worldwide revenue, Alcatel-Lucent is the telecommunications industry s largest B/OSS and service delivery platform (SDP) system integrator. Alcatel-Lucent is also the industry s largest integrator of Genesys contact center solutions. Alcatel, Lucent, Alcatel-Lucent and the Alcatel-Lucent logo are trademarks of Alcatel-Lucent. All other trademarks are the property of their respective owners. The information presented is subject to change without notice. Alcatel-Lucent assumes no responsibility for inaccuracies contained herein. Copyright 2011 Alcatel-Lucent. All rights reserved.