More value and customer retention with digital technology stack as a digital ecosytem

The last tenth of years I have been working on building telecom business capabilities and advance analytics and Customer Value Management/CVM systems were one of them. Today’s technological buzzword like real-time decisioning/RTDM, contextual, personalization, omni-channel, hyper-moment, advance analytics/AI/ML, 360 view, Customer Analytical Records, Customer Contact Policy, Notification Gateway, Next-Base offer, Product catalogue, API’s are not new terms in the CVM world.

Essentially in CVM they need to keep and grow the users after they become active, keep and grow, bring back the user from non-active and managing churn (internal and external churn), retention/loyalty program and referrals/member get member.

You can think of of the journey of user on each stage/phase simplified as below:

1. Once user’s Join the telco service, make them having activities. It’s happen when user purchase the SIM card, they do card registration but user never do any call, voice, SMS or Data activities. Team need to find out all details about these users/group of users. Monitor, analyze, find the right treatment or stimulus to make them active. After user’s Use, analyze their usage details, calling circles, per service and all the details. Make them use more and more and do cross-sell other products to increase their usage (revenue). This stage I called as Customer Value Development/CVD where we keep and grow the users. Including increase the frequency of usage user’s service.
2. Potential Churn may happen after some period there is no activities from the users. This is a huge challenge as initial investment has been made on acquisition activities on marketing campaign, giving joining bonus, pay sales commission beside the product development process. Churn can be due to user’s moving to another better product internally (internal churn) or user’s churn-out to competitor’s product. Win-back programs kick-in to get the user’s back from churn as much as possible.
3. Next stage as Retention/Loyalty program, to make user’s stay and stick to the telco services. For example giving rewards, discount, gimmicks for being loyal customer, free X minutes call on-net, free movie ticket, discounted monthly bill and so on.
4. The Referrals/Member-get-member/affiliate, another form to acquire new customers or to increase usage of a specific products by refer the service and rewarded when the new user join and use the products.

All the technical Big data and CVM capabilities mentioned above have to functioned and orchestrated in order to give impact both on division OKR, KPI and user experience. Why user experience?

The purpose of Contact Policy and Notification gateway is to manage and control message goes to user from telco system such as the frequency of sent per day per type, day, time of call/action, what channel to be used and not to disturb users by all the notifications sends by systems, product/services, VAS system, corporate, government or third party. Notification can be SMS, USSD, IVR, Apps notification, Whatsapp notification, landing page, email, social media DM or any other future type. So that capability is to avoid telco system spamming the users and using the right channel.

The RTDM purpose is to send the right product offering at the hyper-moment/right time and delivery channel. It works with advance analytics engine where user’s analytics performed. If the user almost finished their data package, the system will send the right product offering at the right moment, at the right channel, next best offer and channel, based on user’s behavior, spending behavior, the website/application used, visited, mobile phone type, model, calling circles, travel behavior, tendency to purchase the product on the channel selected, and other variants and data modeling.

Telco knows user’s 24/7 location, application used, website visited, email client used, how much user’s data used per application at specific time, roaming behavior, having banking service or not, phone model, who do you call, who have called you. All that data become insight for data analytics and segmentation and put into single customer analytical data record/CAR to be used as 360 view of the user (with integration with Customer Care/CRM database) and to be used everybody in the company such as Customer Care, galleries/stores, acquisition group, sales development, B2B group. The computing capability helps the team to perform complex data modeling from historical and live stream data, structure and un-structure, learning from previous data, model and predict, recommend the next action over and over to increase accuracy in the speed of light — a Machine Learning and or Artificial Intelligence become an application here.

Today, a company needs to have these technology stack to support successful operations for end-to-end customer experience, revenue improvement, acquisition tools in all the touch points that matters and offer personalized contextual relevant product in order to keep, grow, retain and attract existing and new users.

The future telco digital ecosystem capabilities has been built in the past actually :)