The Science Of Customer Experience – The Big Data

Opportunity

4th Enhancing Customer Experience, Loyalty & Retention in Telecom 4th to 5th August 2014

Johannesburg, South Africa

Customer is King…..

Science of Customer Experience

•  Customer experience is the sum of all experiences a customer has with a

supplier of goods and / or services, over the duration of their relationship

with that supplier. This can include awareness, discovery, attraction,

interaction, purchase, use, cultivation and advocacy (wikipedia)

•  Science (from Latin scientia, meaning ‘knowledge’) is a systematic

enterprise that builds and organises knowledge in the form of testable

explanations and predictions about the universe (wikipedia)

•  Big Data + Customer Insight is therefore the ‘science’ required as the basis

for any Customer Experience Strategy

The Telco Customer Experience Challenge

•  Shifting business emphasis to identifying, acquiring &

retaining profitabe customers with a longer tenure

•  Moving from a focus on products and become more

customer centric

Four Pillars of a Customer Centric Telco: Select, Acquire, Retain, Grow

Using Advanced Customer Data Analytics to Create a Customer Centric Business •  MUST acquire an accurate & comprehensive understanding of each element of

the Customer Value Chain

•  Insights produced by ACDA provide accurate, actionable answers to the key questions that arise from the shift

Achieving Big Data Insights through Advanced Customer Data Analytics (ACDA)

•  Maximise revenue

•  Determine optimal revenue opportunities

•  Adjust service levels

•  Improve results of marketing campaigns

•  Product positioning based on actual purchasing patterns

•  Devise more effective cross selling & upselling strategies

•  Adapt incentves & products according to changes in behaviour and usage in customers Life Stage

•  Develop predictive early warning mechanisms to reduce churn and determine cost of churn

•  Determine lifetime value of every customer

Gatorade: Mission Control…..

In Closing…..

•  Big Data provides the perfect platform to provide

telcos with the foundation for any Customer

Experience Management Strategy

•  Big Data without insight is still Big Data

•  Science is of CEX is all about the insight

Customer is a human being after all…

Questions ?

•  Contact details: –  Megan Ashman –  megsashman@gmail.com –  Cell: +27832225006 –  www.baobabinternational.com