MCCM: An Approach to Transform

Transcription

1 MCCM: An Approach to Transform the Hype of Big Data into a Real Solution for Getting Better Customer Insights and Experience Muhammad Salman Sami Khan, Chief Research Analyst, Global Marketing Team, ZTEsoft In the past decade, broadband data have accelerated the never- ending emergence of new services, and accordingly aroused the sophisticated demands of customers. This makes marketing campaigns more difficult as it has to handle with various dynamic factors and is liable to lose focus. Not only is this but the introduction of convergence concept, which is more effective in prepaid side as compared to postpaid as far as campaigns are concerned, has put an extra bit of pressure on marketing of the campaigns to the post paid subscribers. Customers nowadays want real time campaigns no matter either they belong to Prepaid, Postpaid or Hybrid domains which throws yet another challenge on the service providers to send the campaign in real time for postpaid subscribers specially. On the other hand, With increasingly intensive competition for the telecom market, the business models of telecom operators are gradually shifted from Technology Driven to Market Driven and Customer Driven. In the developing market, despite the decline of subscriber growth, the contention for new customer is still fierce. In the developed market, however, operators are more concerned about competition and customer retention, thus emphasizing more on launching new service, improving service assurance and reducing operation cost. Under the trend of Marketing driven and Customer Driven, today telecom operators are facing many kinds of challenges as below: Lack of unified customer view for marketing campaigns Campaigns always delayed due to inefficient approval flow Customer behavior relevant data stored in different database Over touch makes customer silent High value customers feedback cannot be recorded in database Only can define limit customer response types due to the traditional support system Cannot support multi- Wave campaign Cannot provide the customer with the accurate campaigns Data avalanche not fully mined and utilized for better customer experience

2 Fortunately, now it is possible for CSPs to insight the customer activity and demand from a large volume of data that is captured on daily basis by CSPs during the service process with the help of the introduction of the Big Data concept. Although it provides enormous opportunities as far as improving of the marketing campaigns are concerned but still many operators do not have a clear idea how to realize the concept of big data into a solution and how to mine the data to produce a customer insight based on the real time behavior of the customer and thus provide right campaign at right time through right channel so that to give a better customer experience to their subscribers. Also in the customer driven era, where a customer wants to be approached by only one marketer and that too by his/her own preferred channel, it gives huge opportunities to CSPs to improve marketing efficiency by segmenting customers, personalizing service offerings, conducting deep analysis and improve decisions. Under these circumstances, MCCM provides CSPs with a breathing space to survive in the highly competitive market for interactive and dynamic marketing campaigns. Need and Importance of Multi- Channel Campaign Management (MCCM): In today s digital world, customers can use various physical, digital and mobile channels to obtain information when purchasing services, such as querying information through internet and comparing various notes and brands through social media. A click on the mouse is proved to easily and rapidly build a new brand or sully a reputation of a century- old shop. It means that the power is gradually transferred from traditional carrier and dealer to the customers, and the age of empowered individuals is started, which surely brings many challenges to the carries. According to the research from Gartner, till date, MCCM market consists largely of established vendors that started by selling (often to the IT organization) full- function, on- premises software, particularly for direct mail and marketing, and of new vendors that offer cloud solutions with fewer functions (usually to the marketing organization), focused on digital marketing (such as social and mobile). Established players are re- architecting their solutions to accommodate digital marketing. The newer vendors are busy adding functions, including offline capabilities, via development and acquisitions. Both the established players and newer vendors are adding advanced analytics to improve decision making around campaigns. This work lays the groundwork for more accelerated changes in the MCCM market in the future thus increasing the importance of MCCM than ever before. Thus, today s MCCM market exhibits a fusion of offline and online channels that is driving change. MCCM vendors are beginning to respond not simply by enhancing the functions of their products but also by changing their approach to delivering value to customers. Social networking technologies and OTT technologies on the other hand also have raised the importance of MCCM in the current passing era and it will continue in the future as well. Social networks (such as Facebook, Twitter, the blogosphere, LinkedIn Groups and YouTube), Q&A sites (such as Quora), community forums, Instagram, Pinterest, and so forth, have become key channels for marketers. Advocacy marketing is enhancing tired operational loyalty marketing techniques. MCCM vendors are seeking partnerships with social media vendors and agencies to support social and advocacy- type campaigns. Similarly, Video and animation have also increased in marketing priority video is very good at emotional response, and it is the overwhelming vehicle of choice for viral marketing. Animation

3 is excellent for dissecting complex topics, explaining how something works. Again, MCCM vendors are seeking partners to help with video and content capabilities. With newer channels such as social and mobile, real- time capabilities continue to come into focus. Marketers are increasingly extending multichannel marketing from purely outbound campaigns to inbound marketing in the form of real- time offer management, real- time decision making and event- triggered marketing giving marketers targeted interaction when the customer is reaching out. MCCM Concept in lights of TMF etom and TAM: TMF, a leading standard organization who set the frameworx idea including etom (enhanced Telecom Operations Mapping) and TAM (Telecom Application Management) along with Integration standard and Information standard (SID), also realize the concept and importance of Campaign Management in etom and TAM architecture. The following two figures show the position of Campaign Management in etom and TAM respectively. Position of Campaign Management in etom architecture Position of Campaign Management in TAM architecture

4 According to TMF, Campaign Management Applications are responsible for managing the life cycle of marketing campaigns, sometimes referred to as closed loop marketing. Service Provider marketers need to respond to changing market environment with marketing initiatives that push highly targeted messages to increasingly focused segments. Marketers need and adaptable and flexible campaign management application that can adjust to evolving customer lifecycles with corresponding targeted marketing strategies. Marketers also need to deliver coordinated outbound and inbound campaigns across all points of interactions- focusing marketing resources where the greatest potential value exists. The campaign management application needs to Leverage a single, consistent view of customer data Be highly usable, which increases marketing productivity and effectiveness Provide valuable insight into marketing performance through analysis that enables marketers to continually adjust and improve marketing investments. Apart from that TMF reference architecture for Big Data includes Data Analysis which includes Batch and streaming which leads to Complex Event Processing and both of them are the main inputs and driving forces for MCCM. TMF Big Data Reference Architecture The figure above shows a clear view of various aspects of data ingestion, data management, analysis, complex event processing and data repositories, as well as a deep understanding of governance factors like privacy, security and compliance are must- have building blocks for any effective data strategy. ZSmart MCCM can be your CEI (Customer Experience Indicator) booster ZSmart follows the same idea floated by TMF and thus ZSmart MCCM is one of the practical solutions that can be realized and implemented under the concept of Big Data powered with CEP (Complex Event Processing) engine for streaming data processing. ZSmart MCCM is a flexible tool to design and deliver customer- oriented services/promotions/offers by

5 real- time collecting & analyzing customer behavior & carrier's capability. According to requests of daily marketing work, it features data analysis (e.g., subscribers, budget, and time) from multiple data sources (e.g., CRM, charging system and mediation). It can be easily said that MCCM is the intelligent engine for doing several different analysis. In general, ZSmart MCCM gives carrier the power and flexibility needed to provide subscribers with what they expect from two aspects: Understanding unique requirements of each customer Consistent, Precise, Timely contact via all channels It also delivers powerful capability of Sales Resource Management (SRM), including: Bridging the gap between Marketing and Sales Aligning their processes Distributing leads effectively Improving the overall responsiveness Clarity of messages to prospects Bridge between Big Data and Traditional Systems like cvbs, CRM etc ZSmart MCCM Application Case ZSmart MCCM has been deployed for different carriers. The following example shows a real application case of ZSmart MCCM deployed for a carrier. User Capacity: 25 million Active User: 9 million Campaign Type: batch marketing and event- based marketing Multiple type of data sources are correlated and processed with ZTEsoft CEP technology Marketing Target: improve ARPU, prevent customer churn and increase campaign ROI Results: Great improvements have already been achieved within just two months after ZSmart MCCM was deployed for the carrier.

6 Campaigns 200+ Take Rate 6%- 8% 3-5 1% before after before after p Monthly revenue increase 3.1% in last two months p Taker's ARPU increase 66% in average p Churn rate decrease from 2.3% to 0.8%