Case Study 5–CRM in a Telecom company

• ABC Telecom Ltd is a large Indian conglomerate and are now planning to enter Telecom Services market in India with various services.

• CEO wants the Core management team to make a presentation on the Call Center / Customer Care strategy for 5 years.

• Presentation should cover all the technology solution, sizing assumptions as well as KPIs along with business case details.

Over View- Work Flow

Presentation Flow• Telecom Market – Introduction• Customer Engagement• Implementation Process & Pit falls• Technology Solutions and KPI• Strategy• Conclusion

Over View- India Telecom Industry

Composition of Telecom market• India's telephone subscriber base reached 964

million

• The wireless segment constitutes 97 %

• Urban Subscription - 59 per cent Rural Subscription - 41 per cent

Over View- India Telecom Industry• India in numbers:-– The second-largest telecommunication market– Has the third highest number of internet users in

the world– India's telephone subscriber base expanded at a

CAGR of 24.1 per cent to 933 million over FY2007–14

– In November 2014, total telephone subscription stood at 964 million, while teledensity was at 77.2

Over View –Indian Telecom Industry

Challenges- PROsumer Vs CONsumer• PROsumer- “Product and Brand advocate.” Rather than simply

“consuming” products.

• Engaging the PROsumer

– Identify the key online influencer– Acknowledge those people (e.g., send product samples, ask opinions, etc.).– Join the online conversation where those people already spend time.– Develop relationships with those people by interacting with them,

providing useful information, and being accessible and human.– Leverage the opportunities of the social web by creating your own

branded destinations such as a blog, YouTube channel, Twitter profile, Facebook group or fan page, LinkedIn group, podcast, etc.

Customer Engagement- Opportunity & Challenge

Personalized Communication

Consumer Insight

Marketing Campaign Social Media Analytics

Implementation Process

Data CollectionData collection is the process of gathering and measuring information on variables of interest, in an established systematic fashion that enables one to answer stated research questions hypotheses and evaluate outcomes.

AnalysisAnalytics is the discovery and communication of meaningful patterns in data. Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. Analytics is a widely used blanket term and often includes most data warehousing, business intelligence, online analytical processing (OLAP) and predictive analytics development activities, and their underlying technologies. Our focus was on predictive analytics, the activity of building statistical models to solve business problems.

Presentation at the Customer Access Points

Category 1Category 2

Category 3Category 4

00.5

11.5

22.5

33.5

44.5

5

Series 1

Series 2

Series 3

Series 1Series 2Series 3

White Paper by PWCThe promise of big data for telecom Big data promises to promote growth and increase efficiency and profitability across the entire telecom value chain• Optimizing routing and quality of service by analyzing network traffic in real time • Analyzing call data records in real time to identify fraudulent behavior immediately • Allowing call center reps to flexibly and profitably modify subscriber calling plans immediately • Tailoring marketing campaigns to individual customers using location-based and social networking technologies • Using insights into customer behavior and usage to develop new products and services Big data can even open up new sources of revenue, such as selling insights about customers to third parties.

Customer Service Challenges• Influx of huge customer data

– Increasingly complex service mix• Traditional voice• VoIP• Data and other connectivity solutions

• Ability to target new and repeat customers successfully is eroded– decision-making is either ineffective or completely misguided

• Patchwork of disconnected legacy back-end systems• From customer care to invoicing• Fight customer churn

– Existing client database contains low quality data or data is missing

Present Needs

• Holistic view of customer service mixes• Sales to become more productive by

identifying and being able to respond to customer issues more efficiently

• Innovation/Intelligence in back-end systems• Proactive & possibly tailored solution– Huge impact on loyalty

KPI’s1. Call center:

• Wait times• Average speed of answer• Call volume• Number of complaints received• Revenue per call• Average quality of calls• Number of call transfers• Average call length• Number of one call resolutions• Abandon rates• Customer satisfaction• Number of calls answered within

ten seconds

2. Customer Satisfaction :

• Average score from external surveys

• Average score from internal surveys

• Average score from call monitoring

• Total number of complaints• Total number of unresolved

issues• Number of responses

generated

KPI’s

3. Revenue :

• Average revenue per user (ARPU)

• Prepaid ARPU• ARPU from contracts• Revenue per voice-minute• % of non-voice revenue• Average revenue realization

(ARR)• Minutes of usage (MoU)

per subscriber

4. Customer Care :

• Customer Intimacy • Relationship with customer • Customer Feedback • Churn Management • Customer satisfaction

report

Customer Relationship Management Software

Usage of software increased from 56% in 2012to 74% in 2013.1. Salesforce2. Sage CRM3. Zoho CRM4. Microsoft Dynamic CRM

Customer Relationship Management Software

• Sage is what we have finalised on due to

– Lower cost – Implemnatation time– Exsisting knowledge– Have served similiar clients before

ToolsPeople Processes

Solid OperationsQuality Experiences

Ensures solid operations and quality customer experiences

CRM / No CRM

2015-16 2016-17 2017-18 2018-19 2019-200

1

2

3

4

5

6

7

Market Share in INDIA

Market share Market share2

Benefit Envisaged• Break Even – 2017

• Revenue increase – 5%

• Profit – 10%

Thank you