Apple Telecom Uživatelský manuál stáhnout pdf (Strana 21)

19 | What customers really want – A customer-centric strategy for telecom operators

Overall, targeted marketing efforts helped increase sales by 12% in 2009

and significantly improve efficiency.

2.2 Stage two: Linear operations

The move toward linear operations integrates the functional units. Special-

ized marketing or sales campaigning teams use the data to resolve functional

issues, such as making marketing campaigns more efficient. Data flows

only in one direction as part of a formalized process: from the central data

warehouse teams to the specialized teams. For example: Once a month a

central team delivers a data dump of high-value customers to the marketing

team, which identifies the preferences and designs campaigns accordingly.

Realizing this kind of coordination requires organizational modifications.

At this stage, designing standardized business processes is the key challenge

for telecom operators.

In all analysis, planning and reporting processes, the focus should be on

customer-centric KPIs such as customer satisfaction indicators and cross

and up-selling ratios. These KPIs should be cascaded all the way from the

executive board down to call center agents.

All operational network, marketing and customer sales processes are ana-

lyzed in terms of customer touch points. Outbound acquisition is a case in

point. Customer profiles are evaluated by specialized sales teams in terms of

buying probabilities for certain products. Within the sales channels, the shop

agents receive up-selling recommendations via decision trees ("Next Best

Offer") for specific customers. The decision trees are generated based on

customer data analysis and integrated into the call center systems. Ultimate-

ly, processes are modified to support this linear exchange of information.

However, feedback from the functional team to the centralized data unit

is not institutionalized.

One of our recent sales optimization projects illustrates these ideas quite

clearly:

Project example 5 – Finding value-based incentives for attracting

high-value prepaid customers

Challenge: A significant share of telecom operators' gross adds are generated

in indirect channels, i.e. via dealers that are paid a commission for signing a

contract with a customer or selling a prepaid SIM card. Dealer commissions

account for most of the marketing budget. For prepaid customers, dealer

commissions are usually based on the number of SIMs sold.

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Apple Telecom Uživatelský manuál Strana 21