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    • Contact Centre Digital Transformation
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    • NBA Transformation
    • Workforce Optimisation
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Case Study:
NBA Transformation

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.
circle graph sharing NBA transformation project overview key points

Objectives

smiley, neutral, and sad face symbolising reducing churn and value outflow
Reduce churn and value outflow
Bar graph showing increased per-customer profitability
Increase per-customer profitability
lightbulb symbolising innovative capability
Build innovative capability for the future
megaphone representing marketing
Shift the culture of marketing

Challenges

heart representing customer loyalty
Low Personalisation To Drive Customer Loyalty
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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.
online technology icons representing misaligned offers
Misaligned Offers Across Channels​
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Multiple recommendation engines are not aligned across channels and driving conflicting messages to our customers and poor customer experience​.




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systems icon representing duplication and integration challenges
Duplication and Integration Challenges
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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.



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screwdriver and wrench symbolising manual fulfillment of offers
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.





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Solutions

Defined the Journey Plan and sequence of activities to assist in achieving the NBA future state

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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
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Results

Dollar sign High Operational Costs
Customers Feel Valued and Openly Share Information

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Dollar sign High Operational Costs
Happier, More Engaged and Versatile Workforce

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Dollar sign High Operational Costs
Increased Revenue Driven by Providing Contextualised, Personalised, Relevant Recommendations​
Dollar sign High Operational Costs
All Channels Synchronised
To Deliver Same Great
Service and Sales Offers
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