Real-time data driving real-time customer management

February 6, 2020 - Julia Hogarty

At MWC 20 Niall Norton, CEO of Openet and Rohit Batra, Global Head Communications & Media Solutions at Salesforce will be presenting on how CSPs can use data to better understand their customers. In this blog, Julia Hogarty examines this topic and looks at the role of real-time data in taking CRM to the next level.

Efforts to digitise the operator business have kicked up a gear coming into 2020 as operators look to realise the efficiencies of a ‘Digital First’ approach. While initiatives to streamline digital engagement channels plough on, operators still have to handle continued dependency on their customer care centres and this presents significant costs. On average, the cost to resolve a single customer service query is around €5 to the business. So when we’re talking about nearly 30% of customers contacting their service provider about their bill, we are looking at potentially tens of millions in handling costs.

At the same time, operators need to focus on retention by delivering a meaningful and frictionless experience when in contact with the service. According to Sapio Research in 2019, about one third of mobile customers see their operator as providing a utility-like service, while at the same time wanting their service provider to better engage and deliver more relevant value. So efficiency and personalisation are key – People just want to be understood. This is where real-time data becomes critical in lowering the cost to resolve by expediting the resolution of care issues and improving the customer experience by providing the service agent with a holistic view of usage behaviour.

Most legacy Customer Relationship Management (CRM) systems, which are relied on by the customer service agent to resolve, retain and upsell, are populated with batch data. This means that the information about the customer and the account activity is often 24 hours old by the time the customer service agent looks to leverage it on a call. This means that the customer knows more than the operator about the service that was delivered and does not make for good customer experience. In a digital world, knowing your audience and upselling context-sensitive offers needs a combination of historical and real-time data – Know what the customer has just experienced, while also seeing whether this has happened repeatedly over the last 90 days. This informs what the appropriate remedy might be – If the customer has been hit with overage charges twice in the last three billing cycles while travelling, automatically recommend a complimentary data roaming pass for their next trip.

At MWC this month, Openet and Salesforce will together discuss how real-time data applied to Cloud-based CRM can power better problem resolution, drive Digital upsell opportunities and provide more personalised engagements with the customer.

When: Wednesday, 26th February, 11:00 – 12:00
Where: Hall 4, Auditorium 3

For more on Openet at MWC click here.


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