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1 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

Excelling in Customer Experience Management using Analytics

Can Hurcan

Group Marketing Director

Lap Green Networks

Cape Town, Africa Com

November, 2013

2 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

Lap Green Networks is a subsidiary of Libya Africa Investment Portfolio (LAP), providing telecommunication services actively in 3 African countries and launching its 4th operation in 2014

INTRODUCING LAP GREEN NETWORKS

Presence in Africa Operation details

Uganda Telecom (UTL) – UGANDA

• Mobile, Fixed and ISP services

• ~800k subs

Gemtel – SOUTH SUDAN

• Mobile services

• ~400k subs

GreenN – IVORY COAST

• Mobile services

• ~400k subs

GreenN – SIERRA LEONE

• Mobile services to be launched in 2014

3 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

1. How does Customer Analytics relate to Customer Experience?

2. What information is still untapped on Customers Experience?

3. How should operators use this information to excel in CEM?

4. Q&A session

AGENDA

4 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

With the recent focus in customer experience, operators have started to build CEM units based on the customer life cycle and customer-operator touch points

CUSTOMER EXPERIENCE MANAGEMENT OVERVIEW

Prepaid add-ons

Alternative channels

1. Getting to know

2. Buying

3. Activating

4. Using

5. Paying

6. Contacting

7. Leaving

Customer life-cycle

Touch points

Retention

Win back / Loyalty

Churn

Voice

Broadband

Messaging

VAS

Roaming

Above the line

Branding

Value proposition perception

Welcome packs

Store channel

Direct sales

Broadband

Postpaid

Prepaid

Prepaid reloads

Balance enquiries

Postpaid billing

Contact Centre prepaid

Contact Centre postpaid

Store

Contact Centre

Broadband

Handset repair

Correspondence

1.1

1.2

1.3

1.4

2.1

2.2

3.1

3.2

3.3

5.1

5.2

5.3

4.1

4.2

4.3

4.4

4.5

Contact Centre access

6.1

6.2

6.3

6.4

6.5

7.1

7.2

7.3

Bill payment & collection

5.4

6.6

6.8

6.7 5.5

5 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

Likewise, lately, operators have started to shift from aggregate level reporting to detailed analyses, driven by Customer Analytics

CUSTOMER ANALYTICS OVERVIEW

Total Revenue

Trend analysis

Gross adds Active base Inactive base Churners

Payments and credit collection

One-time, recurring, usage fees

ARPU

Gross Adds analysis

Active base analysis

Churners analysis

Inactive base

analysis

Customer base overview

1

2 3 4 5

Consumer payment behavior analysis

7

Usage analysis

6

6 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

Based on different data resources, Customer Analytics generate relevant insights for CEM units to come up with actions to improve operator’s performance at various customer touch points

HOW DOES CUSTOMER ANALYTICS SUPPORT CUSTOMER EXPERIENCE MANAGEMENT?

Under-standing

of the issue

Defining the action

(micro-segments customer

or location)

Delivery and

impact measure-

ment

CS systems IN

Billing systems

Network Sales

GIS

Customer data

Localized OpCo performance

SMS

USSD

IVR

Outbound

e

Billboards

Sales teams

Promos

Network

Increasing churn

Low Broadband adoption

Improved Churn

Increased Broadband adoption

PRICE

P&S

DEVICE NW

S&D

CS

COMM

On-the-ground

BTL Broadcasting

7 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

1. How do Customer Experience and Analytics relate to each other?

2. What information is still untapped on Customers Experience?

3. How should operators use this information to excel in CEM?

4. Q&A session

AGENDA

8 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

Historically, operators were using aggregate level Customer Care inputs as well as external Brand Health Checks to understand customers’ satisfaction with the services provided

“TRADITIONAL” INPUTS FOR CEM UNITS

Customer Care insights Brand Health Checks

• Until recently, operators have been looking at Customer Care reports (Call Center inbound and outbound calls, Service Center, Self-care Portals stats) to track Customer Experience

• External surveys have also been a good tool for operators to compare themselves against their competition, reflecting customers perception of the operators in the market from different angles

1 2

9 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

However, recently, operators are starting to cross new sets of information mainly from Network, Customer Care and Sales with Customer Analytics to generate valuable Customer Experience insights

“UNTAPPED” INFORMATION FOR CEM UNITS

Untapped information categories

Customer Care Sales Network

• Network performance details are available at a subscriber level for each transaction (e.g. drop call per MSISDN) and therefore can be crossed by other commercial information such as:

- Value segments

- Regional comparison

- Churners

- Handset types

- Etc.

• Each interaction of the customer with the operator is available for Customer Analytics teams to drive conclusions on:

- What are the key areas of concerns for High value customers?

- Which complaint plays the key role in customers deciding to churn?

- What do the Gross adds from different value segments that have churned from competition say about the competitors?

• Acquisition and using related transactions happening in channels can be used to understand customer perception:

- Recharge behaviour over period of time reveals channel-related issues (e.g. stock-outs)

A B C

Customer Analytics

10 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

1. How do Customer Experience and Analytics relate to each other?

2. What information is still untapped on Customers Experience?

3. How should operators use this information to excel in CEM?

4. Q&A session

AGENDA

11 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

As more information is processed from a customer-centric approach by one single unit, operators get comprehensive understanding of Customer Experience and can come up with right resolutions

ANALYTICS LED CEM UNITS

Multi-SIM

Drops intl’

Churn increase

High Value

Mid Value

Low Value

Above SLAs

Meets SLAs

Below SLAs

Demographics layer

Network performance

Sales & Distribution

Customer distribution

Usage evolution

Customer behaviour

OpCo performance

Market demand

Branded POS

Franchised

Other

Decrease in Market Share

Stable Market Share

Increase in Marker Share

Layers of information Sample data Conclusion

Resulting to decrease in

High Value customer

concentrated cities

Distribution do not

represent any issues as

sales presence is strong in

those areas

…however after looking at

Network performance,

sites in those regions

appear as

underperforming

High value customers

have increased multi-SIM

adoption and increased

churn levels in certain

areas…

12 | Excelling in CEM using Analytics – Can Hurcan – Lap Green Networks

1. How do Customer Experience and Analytics relate to each other?

2. What information is still untapped on Customers Experience?

3. How should operators use this information to excel in CEM?

4. Q&A session

AGENDA