In the telecom environment, even more than anywhere, competition is fierce. Mobile subscribers benefit from high-quality networks and similar service offerings at a growingly attractive price. At the heart of a highly competitive environment, the French market, and overall in Europe, the Middle East and Africa, the essence of war isn’t any more subscription price because technology now makes the difference. The key is becoming now innovation and especially customer experience.
The phone carriers’ strategy must rely on collecting and analyzing client data, and interactions with customers. It’s a gold mine in order to progress in terms of customer experience management, according to a recent study, 82% of data collected today wasn’t even saved five years ago. Once the data collected, how to respond to users’ discontent, increasing user satisfaction, and then exceeding their expectations while anticipating their demands? Thanks to the Customer Experience Management (CEM) solutions responding to these new requirements, at a small cost.
Optimizing user experience with a 360-degree view…
In order to have an efficient answer for a mobile subscriber, the phone carrier has to have an overall, 360-degree view upon the client’s experience, at the shop, on their user web account, their phone use (web browsing, downloads, etc.), missed calls, phone line problems, network performance, etc.
With analyzing and collecting data tools like Big Data, it is possible to see what happens “inside the house”. The information is collected on DSL or fiber routers, mobile phones as well as all carrier IT apps. This helps being closer to the client experience while using services and the network, as well as every interaction with the subscriber, from their data plan subscription to the tech support, including what the user can post on social networks and on the web.
These call center platforms have a cost: every avoided call represents a direct increase in productivity. And if every call can last eight minutes instead of twelve (according to the Average Handle Time or AHT, which is the average call time in a call center) thanks to the knowledge of the client’s problem, through collected data and analyzed by the Big Data system, the productivity is increased by 33%. Furthermore, the client will be even more satisfied.
Improve the return on Investment thanks to Big Data platforms
Today, Big Data and Analytics are almost conventional and work well with telecoms. In terms of technology, Big Data platforms can easily and rapidly be adjusted to the collection, data processing, and analyzing needs of large amounts of information. They are launched on standard equipment, called “commodity hardware”, which can be hosted on a cloud with software package suites such as Cloudera, Horton or MapR. Their advantage: they are based on open sourced programs that have upgradability and real time data processing abilities, in order take decisions as soon as possible.
Searched based applications are non-intrusive and provide, with fast implementation, all of the client data to call centers or shop advisors, as well as to the user on their smartphone.
Budgets are clearly optimized comparing to more tradition Business Intelligence solutions. The return on investment (ROI) of the CEM) is much faster and much more successful.
Enhance collected data with external data
At last, there is a data enhancement. Traditionally, mobile carriers enhance client data to improve services. With Big Data, it’s possible to enhance the data with external data. Such an enhancement car help innovate and create new business models.
With all the data collected: the data stocked in the IT system, the data provided by users and those inferred from sophisticated algorithms, the shop vendor can instantaneously know a client’s behavior pattern when they are visiting the shop, and anticipate his purchases by offering him, for example, free coupons or pieces of advertisement.
Today, mobile carriers in this domain still express some timidity. Why? Overall, the respect of personal privacy is a break, even though the concept relies on tools of anonymity. Then, there is a question of IT system being available to retrieve, analyze and make available the data via APIs or external apps. These two drawbacks need to be surpassed in order to propose something different to increasingly demanding clients.