This blog is by Shelley Schlueter, head of CEM Product Marketing at Nokia Networks.
Yes, the telecom industry can do today what the internet (OTT) players like Amazon have done already for some time. Customer Experience Management (CEM) started in telecoms a few years ago as a technical conversation about how to make the most of the data that operators already had in order to improve customer experience. As the technical aspects of data and analytics are maturing, the conversation has moved to the business side of the house. Operators can now take better advantage of this across their entire organizations, whereas few were ready to embrace such a broad concept at the outset.
Nokia introduced predictive marketing at Mobile World Congress this year, an offering combining network and care analytics with prediction and a real-time flexible marketing campaign tool. It certainly sparked a lot of compelling business and process-related discussions with our customers.
Are your technical and marketing teams speaking the same language?
The technical team of one of our European customers asked us to guide its marketing department, which was determined to build its own tools based on historical data and involving a lot of manual work. The technical team was frustrated because marketing didn’t fully grasp the power of CEM, and thus wanted our help to explain it. It believes that our predictive marketing could revolutionize its marketing department’s processes with a much more robust, near real-time data set and automation. Since the technical teams are already using our solution, this would capitalize on current investment while enabling conversations between the teams using the same language.
You control your data – don’t let it control you
An Asian operator customer was struggling with a different challenge – gaining access to data. In order to run a campaign, data had to be sourced from a data warehouse, a process that could take days, all while applying multiple layers of manual analytics. The operator immediately understood the value of Nokia’s predictive marketing, which allowed it to quickly gain network, device and service insights. For this operator, targeting is the critical issue, so the advanced analytics and prediction capabilities were the key attraction.
Pinpoint your unhappy customers, then impress them
The most common operator challenge, however, lies at the individual subscriber level: how to pinpoint those subscribers affected by network issues?
In Latin America, there are often network outages. The local government mandate states that after a certain amount of downtime, subscribers should be compensated. One operator complained that its real struggle is to locate each of the affected subscribers manually. Predictive marketing can show not only where the affected subscribers are on a map, but also a score for an individual’s customer satisfaction. We call this the Customer Experience Index (CEI) score.
A large number of key performance indicators are built into the system. These values are automatically processed through advanced algorithms that associate them with customer satisfaction or Net Promoter Score surveys to create the Index. Subscribers can also be compensated automatically when their CEI scores drop below a certain level – so no manual labor is involved.
It’s always interesting to see how others experience the world around us, and these conversations with our customers were no exception. Ensuring that subscribers are satisfied is the goal, and with the right tools and analytics, that goal is achievable.
What kind of challenges with analytics have you found to be an obstacle for pleasing your customers? Did you find a solution?
Predictive marketing is a key topic in our webinar “Big data and predictive analytics: Are you ready to get personal?” on May 27, 2015. Please register here.
Please share your thoughts on this topic by replying below – and join the Twitter discussion with @NokiaNetworks using #NetworksPerform #mobilebroadband #CSPCX #BigData.