Apple Telecom Uživatelský manuál stáhnout pdf (Strana 24)

22 | Study

2.4 Stage four: Holistic operations

This phase marks the final stage of customer centricity with a full change

of customer philosophy. Here, customer knowledge is transferred to all

day-to-day processes without delay. Employees have internalized the impor-

tance of the customer view and act according to it. At this point, customer

understanding no longer relies on formalized processes but is integrated

into the company culture. Coordination goes beyond the boundaries of the

organization.

At this stage, companies typically adopt a 360° data strategy approach. All

units have direct access to one single centralized and active enterprise data

warehouse that is both highly scalable and able to flexibly integrate new

sources. Telecom operators are able to use multiple internal and external

data sources that are systematically integrated into one system. The data

warehouse contains information from various internal and external data

sources. A case in point is inter-branch loyalty program data that is shared

through cooperation with retailers and reconciled to customer user data.

Patterns and clusters in usage behavior, e.g. user content preferences, are

identified in real time. The data strategy enables active user group tests for

new services, tariff price points, operator brand awareness, etc. Marketing

units at telecom operators would be able to use input from other divisions.

Call centers could use all customer information in real time to support the

customer in his service and product experience. The same would be valid

for employees with direct customer interaction, e.g. in the shop, and with

indirect interaction, e.g. in network planning. At this stage, the network

and marketing units cooperate smoothly.

The 360° data approach and the highly scalable enterprise data warehouse

help implement and support holistic business process operations, and there-

fore represent the ideal long-term data strategy for operators. It goes without

saying that technology alone will not do the trick. It is the analytics part, i.e.

creativity and knowledge, that will make the data come alive and disclose

the information it contains.

Two examples illustrate the way holistic operations can be achieved

with a focus on data strategy adjustments.

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Apple Telecom Uživatelský manuál Strana 24