Digital Transformation part 2
Author: Axel Pieuchot Director of Analytics
Date: 8th August 2017
Categories: Technology, Data, Financial, Telecoms, Revenue Assurance, Fraud protection, Optimus, Neural Technologies, Big Data, Revenue Management, Digital Transformation, Digital Integration
In the last blog, I spoke about the similarity of digital transformation to a company-wide analytics project. Now I want to take an example, starting from an analytics problem, which highlights one aspect of the digital transformation process: Tracking customer behaviour before and after interaction with your company. I will use the Contact Centre as an example.
We can start by measuring an individual customer experience index based upon the service (orders and bills correctly fulfilled, questions and issues – if any – answered immediately) to be provided at any interaction point.
Later this individual customer index can be enhanced by ensuring that effective network quality is experienced by the customer based upon his usage behaviour. End users have different expectations if they are running a video conference call or watching videos online, to if they are using email or browsing the web. These users are, in turn, of differing value to the CSP.
The first index aims to measure (and hence try to improve) customer loyalty and global Net Promoter Score while, at the same time, enabling monitoring of the interaction processes. The second index allows proactive intervention and improves both the customer contact and the network, based on customer effective use of the network and customer value for CSPs.
This information can then be fed back to:
- 1/ my network and route the traffic as a function of customer value (similar to the way we treat emergency calls but on a different basis and use)
- 2/ my marketing team for dynamic usage and network availability-based, individually-targeted campaigns (or product creation)
- 3/ my monetisation team to provide a foothold and trajectory-“datasets” (with cell phone data) that I could resell to 3rd parties
By doing this, the revenue generated by the first steps has been multiplied while moving forward with the digital transformation.
The next step may then be to go for prescriptive analytics and recommend the next best action for customer-facing agents in real-time, depending on the customer question or reaction.
There are various tools required to do this, which I will discuss in my next blog.