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Data Analytics driven Customer Experience Programs :

Measurable Impact across the Customer Lifecycle

Dr. Vinod Vasudevan, CEO

@Flytxt. All rights reserved.

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The ‘Customer Experience’

It is about what the customer feels/perceives

Not just rational elements but emotions play a significant role

It is not just about transactions but the whole journey

“How customers perceive their interactions with your company.” – Forrester

“Customer experience (CX) is the sum of all experiences a customer has with a

supplier of goods and/or services, over the duration of their relationship with

that supplier” -- Wikipedia

Cannot fully control customer experience

Can influence it significantly. - Pays rich dividends

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Customer Experience Management: Influencing each

Individual Journey

Consistent

Customer experience

Persona-driven

Across Lifecycle

Contextual

Pro-active care

Who is the customer? Young, female, migrant, HVC, Malay speaking, Dubai

Which stage of lifecycle?New, handholding, data-growth, hold

What is the current context?Time, location, channel, power on, first call,

LTE handset, web page

What are the customers expectations?Personal affinity, segment affinity, propensity,

cross affinity

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Each individual’s journey is unique.

Same events would evoke different emotions in different individuals

Same events would evoke different emotions in different contexts

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MAN

1. Integrate & process all and any data

2. Full-Spectrum of analytics

3. Real-time decisioning and online experimentation

4. Man-Machine Collaborative Decisioning

Patent pending Decisioning Logic Units (DLUs)

technology framework

Proprietary Global Propensity Associations

(GPAs) consulting framework

1. Action oriented Analytics & Telecom Expertise

2. Faster & Smarter end-to-end program

Flytxt CEM Solution: Technology + Consulting + Execution

FASTER, MORE EFFICIENT, EASIER

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Persona driven Customer Engagement

Personas of

same person

360 degree persona driven engagement

Touch point personalization

Personalized Service/content recommendation

Lost intent revival

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Pro-active Customer Experience Management

Churn – breach of

expectation

Churn – absence of

expected experience

Churn -

dissatisfaction

Churn – carried away by

market forces

Increased

usage

Increased

uses

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Acquisition Handholding Usage phase 2 Usage phase 3 Migration phase Revival phaseUsage phase 1

Carefully follow the customer journey to create customer

experience at every stage

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Customer Experience Programs across Life

Cycle stages2

Prepaid

Postpaid

Etc..

Hold

Cross-Sell

Up-Sell

Retain

Arrest, Etc.

Voice

VAS

Data

Roaming

OTT, Etc.

HVC

MVC

LVC

Custom, Etc.

Recharge

Usage

Subscription

Handset

Location

Cust.Care

Network,

Etc.

IVR

Push Channel

VAS Insert

WAP

WEB

In-bill

In-Store

In-App, Etc.

Type Objective Services Profiling Context Touch Points

Category Construct

Advocacy PhaseDelighted customer

brings in more

customers

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Value

Time

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3

4

5

6

7

Whom to

acquire

Customer

Joins

Acquisition

Phase

Handholding

Phase

Usage Phase-1How good is the

Service Experience?

Usage Phase-2retain the right

customers

Migration PhasePrepay � Post-pay

Post-pay � Prepay

Neglect Phase Predict churn & retain

the right customer

Customer

Churns

Baby care/ kindergarten campaigns, data pack,

friends and family campaigns

Elite Campaigns, Free minute, Happy hour

campaigns, pack upsell, CRBT, new service

promo campaigns

Upsell/ cross-sell offers, rate-cutter

packs, happy hour calling, RMGM

Renewal campaigns, talk more

offers, happy hour, loyalty offers ,

free minutes ZMU revival, recharge

offers, retention offers

Campaign Library across Life cycle

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Real-time Contextual Actions

Location, channel, time, device,…

Ability to convert events to triggers and act on them in real-time by

heuristic analysis, soft clustering, affinity analysis,…

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Example of Contextual Customer Engagement

Objective: Up-Sell special Internet Recharge pack through recommending next best

action/offer based on the trigger obtained by the subscriber action.

Target:

� Subscribers

using Facebook

Pack

� Low data usage

� Data enabled

Handset

Subscriber trying

to check the new

game which is

outside Facebook

Auto App

Launched

Gets Instant

recommendation of

various special offers

Redirected to

offer PageRecharge

Instantly

Single App for recharge,

offer recommendation

and balance check

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Understanding Customer’s ExpectationsPredictive analysis based on historic data

• Affinity to products, channels, etc

• Propensity to spend, churn, etc

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Prescriptive Recommendations and Actions

Few Prescriptive analytics use cases

Best fit spot offers - segment affinity, individual affinity, product group

affinity

Auto discovery of apps/services for customers

Proactive churn mitigation

Customers of Same

Segment Group Products

Offer

A

Offer

B

Recommend Offer B to the other subscriber of the

same segment because of segment behavior

Customers of Same

Segment Group Products

Offer

A

Offer

B

Other Subscriber of same segment group now

purchased offer A

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Persona + Expectation + Context + Prescriptive = Better Fit!

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5

10

15

20

25C

on

ve

rsio

n R

ate

in

Jul-

20

12

(in

%)

CirclesRule-based campaign Best-fit recommendation (fair)

Offers:

Data Plan, 3G plan, VAS usage,

International Calling packs, Bundle

offers, Recharge stimulation, Seeding,

ebill subscription etc……

Channels:

IVR, SMS insert, In store, Retailer, WAP

portal, Customer care portal, ODP

Personas created:

CLV (HVC, MVC, LVC), Volatile,

Early Adopter, Frequent Handset Changer, Heavy

Data user, Social Media Fan, Bollywood Fan,

Music Fan, Sports Fan, potential ipad buyer,

International Caller Etc…

Objectives:

Cross sell, Upsell, Stimulate

recharge/usage/Service adoption Etc…

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Example Case Study: Touch Point Personalization

Subscriber Profile – 60+ Million base

Data volume/Day -175 billion ‘rows’ at a data integration

frequency of 5 Minutes to 24 Hrs.

Peak Throughput – 1533 Recommendations per second

Total 8 Touch Points Personalized – IVR, webPayment, Retailer,

USSD, SOMA (prepaid system), ASCC, MBR, ODP

System Specifications

Impact Generated

1185 MN Recommendations

8 touch-points personalized

12 MN Unique conversions (~20% subs)

1.4% incremental revenue

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Measurable Impact: 2 to 7% Economic Value Delivered

Consistent touch point personalization: 1.4% incremental revenue

Customer experience programs across lifecycle stages: 12% subscribers

converted from floaters to stable users over a 6 month period

Real-time contextual customer engagement: 105% increase in conversions

AON increased from 2 to 3.5 months through baby care campaigns

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Control

Group

Target

Group

Co

nv

ers

ion

%

Random

assignment

through

customer

targeting

Target group

Control group

Exposed to actions

& offers

Not exposed to

actions & offers

Target

customers

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Flytxt Overview – About Us

� Our vision is to create >10% measurable economic value for CSPs through Big Data Analytics

� Flytxt solutions increase revenues, margins and customer experience for CSPs

� Serving many large CSPs across continents totaling 500M+ subscribers, via a mature CTE model

� Proven: 2% to 7% economic benefit to customers

� Headquartered in Netherlands, Corporate office in Dubai, Global Delivery Centre's at Trivandrum and

Mumbai; and presence in London, Kuala lampur, Lagos, Nairobi, Dhaka & New Delhi

Vision, Mission & Impact

Customers (50+ Customers, 32 Countries)

Brands

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500+

Million

Subscribers

Flytxt in Action

440 Million Prepaid

Customers

60 million Postpaid

customers

� 25 Million data

products sold in

2012-13

� 0.3 Million mobile

money transactions

for a leading CSP

� 2 multi-national

group level

framework

agreements

� 3 out of global top

15 CSPs based on

revenue (Q1 2013)

50+ CSPs

across 32

countries

300+

Million

products

sold in

2013

$350

Million

Incremental

Revenue till

now

750K+

Segments

served

� 33% usage

enhancement for

Kenyan CSP

� Churn reduced by 25%

for South Asian CSP

� >300% ROI on mobile

Ad campaign for

handset upsell

� 1 Billion segment-of-

one personalized

recommendations

served in one CSP

� 300K opportunity

segments served in a

year at single CSP

Sample text

Awards & Achievements

IEEE Cloud

Computing

Challenge

B.I.D International

Quality

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Thank Youwww.flytxt.com