Case Study:
Project Overview
An Australian Large Telecommunications Company wanted to develop a Next Best Action model across all customer types and channels in order to improve churn, grow market share and transform the customer experience via insight led decisioning. Customers increasingly expected the client to behave as a virtualised human being, therefore, the client knew they must continue to be customer-centric by engaging in contextual, dynamic and personalised dialogue.
Objectives
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Reduce churn and value outflow |
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Increase per-customer profitability |
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Build innovative capability for the future |
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Shift the culture of marketing |
Challenges
Low Personalisation To Drive Customer Loyalty Not being able to use inbound channels effectively as a key engine for personalised offers is impacting customer loyalty and potential sales volumes. Need to interact with our customers at the time & place they choose to interact with us especially across online channels. |
Misaligned Offers Across Channels Multiple recommendation engines are not aligned across channels and driving conflicting messages to our customers and poor customer experience. |
Duplication and Integration Challenges Sales and service channels are not integrated in real-time in addition to an overly complex campaign environment is driving duplication of effort and inefficiencies in all operational departments. |
Manual Fulfillment Leading To Increased AHT Most offers need to be fulfilled manually and therefore increasing AHT in frontline channels. Further impacting customer experience and brand loyalty. |
Solutions
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Defined the Journey Plan and sequence of activities to assist in achieving the NBA future state |
Implemented real-time integration to all channels enabling timely conversations with our customers |
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Designed and implemented Testing and Release Services responsible for coordinating the activities that help ensure the NBA solution is “business” fit |
Established the cultural and change strategy and marketing process redesign to support the new customer-led capabilities |
Results
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