convergent billing as part of an effective marketing and sales strategy olga botero de duque
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Convergent Billing as part of an effective marketing and sales strategy
Olga Botero de Duque
Orbitel
If you want to see the Caribbean, go to Cuba or Dominican Republic;
If you want to see the Pacific Ocean, go to Chile;If you want to see The Andes, go to Ecuador;If you want to see The Amazon, go to Brazil;
If you want to see the pre-Columbian cultures, go to Mexico or Peru;
BUT if you want to see all these things together, your destination is definitely
Colombia.”
Advertisement used by French travel agency
Colombia
Land Frontiers: Venezuela, Peru, Ecuador, Brazil and Panama
Coast Lines: Atlantic Ocean and Pacific Ocean
Population : 45 million (71% urban, 28% rural)
Capital: Bogotá, 6.9 million inhabitants
Climate: Tropical (climate based on altitude)
Time: 5 hours behind GMT
Official Language: Spanish
Currency: Peso (COP vs. US$ 2004; COP$ 2,350=US$ 1)
GDP (2004): US$ 263.2 billion (growth rate 3.9%)
GDP per capita (purchasing power parity) (2004): US$ - $6,300
Fifth largest economy in Latin America, following Mexico, Brazil, Venezuela and Argentina.
Second Foreign Direct Investment destination in South America.
Who is Orbitel?Who is Orbitel?
Long distance operator for both fixed and mobile lines.
Access Code – 05, 005
Additionally : Data, broadband, and Internet services.
Started operations Nov. 1.998
Only private long distance operator.
With operations in 3 countries.
Market Share (Nielsen): DLD: 32.4 %, ILD: 44 %
Achieved positive net income after two years of operations, four years before expected in the business plan.
In the 4th year of operation, Orbitel became # 1 Company in International Long Distance.
Orbitel serves 75 out of the 100 largest corporations in Colombia.
Distinguished as one of the five most successful business cases in Colombia by Harvard University, Gold Service International and Cambio Magazine.
Best e-commerce solution in Colombia 2002. Microsoft.
Social consciousness: 83 Integrated Sites of Social Telecommunications installed in remote and needed regions of Colombia.
Proexport – Exporting Company 2004
What is our strategy?
To differentiate and compete …
•Product leadership ?•Operational excellence ?•Customer relationships and experience?
Products...
It is just a matter of time and $$$ for the competition to copy them
Operational Excellence...
A must !!!
Then ¿ what ?
“Communication should never be commissioned from outside the company, but conceived from within its heart."
Luciano Benetton - Campaign : Food for Work
. . . Lifestyles instead of just
brands
“When was the last time you felt this strongly about anything ?”
“ We are not in the airline industry. We are still in the entertainment industry, only at 30.000 feet”
Richard Branson
. . . Experience instead of just products or services
Brand values•Value for Money •Good Quality •Brilliant Customer Service •Innovative •Competitively Challenging •Fun
emotional connection consistent execution
We thrive for a total customer experience
sensorial responses
Our competitive strategy :
Experience thru relationships that make the
difference
Deep customer knowledge that generates
value for both
Total Customer Total Customer ExperienceExperience
Customer Customer RelationshipsRelationships
Customer ServiceCustomer ServiceoDeep customer
knowledgeoIntelligent interaction -
segmentationoConsultative selling
oValueso TrustoRetention
oClosenessoSolvingoCommitment
We have gone from Service to Experience
Define
Customer
Values
Design Experience
Align
People Measure Improve
•Customer expectations
•What the customer values
•Differentiators
•Strengths and inhibitors
•Brand
•Relationships
•Interaction
•Execution
•Process results
•Customer KPIs
•Culture
•Processes
•Processes
•People
CUSTOMERS
Valu
e
Gen
era
tion
Managing the customer experience
HappinessHappiness
OptimismOptimism
FriendshipFriendship
InnovationInnovation
ExcellenceExcellence
We are building our differentiated experience ..
Our customer values :
Products
Sales
E-mails – direct mailings
Claims and Help Desk150/158 Call Centers
Franchises
Advertising – brand
E-Orbitel
Experience Values
Unique and Memorable Experience
Invoice - Billing
Collections
Loyalty
Employees
Segment based Segment based customer customer
relationships relationships and experienceand experience
Customer knowledge
Segmentation / LTV
DifferentiatedValued Offer
DifferentiatedRelationships &
Treatment
Switching costs
TOTAL CUSTOMER EXPERIENCE
Measurements : Satisfaction – Retention /Churn Rate – LTV - Brand behaviour
BRAND MANAGEMENT
Customer knowledge
Segmentation / LTV
DifferentiatedValued Offer
DifferentiatedTreatment
Switching costs
TOTAL CUSTOMER EXPERIENCE
Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
BRAND MANAGEMENT
Segmentation / LTV
• By needs
• By tier Levels according to customer value
• AA, A, B, C
Customer knowledge
Segmentation / LTV
DifferentiatedValued Offer
DifferentiatedTreatment
Switching costs
TOTAL CUSTOMER EXPERIENCE
Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
BRAND MANAGEMENT
DifferentiatedValued Offer
•Product portfolio : DLD, ILD, VoIP, IP Packages, IPLs, IAPs, VPNs, Voice ONNET and Voice OFFNET, complete IN portfolio
•Pricing strategy
•Billing information analysis
•Consultative selling
•Training
Customer knowledge
Segmentation / LTV
DifferentiatedValued Offer
DifferentiatedTreatment
Switching costs
TOTAL CUSTOMER EXPERIENCE
Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
BRAND MANAGEMENT
DifferentiatedTreatment
Differentiated customer management :
•Frequency of contacts•Contact intensity•360 view of the customer
Differentiated sales force
• Direct sales force• Distribution channels, Internet, Contact Centre• Specialized sales force
Differentiated customer service:
• Different SLAs• 158 vs. 1-800 • Service Channels
Differentiated billing• Direct vs. indirect billing• Personalized billing• EBPP - MBPP • Information analysis • Collections•Claim management
Customer knowledge
Segmentation / LTV
DifferentiatedValued Offer
DifferentiatedTreatment
Switching costs
TOTAL CUSTOMER EXPERIENCE
Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
BRAND MANAGEMENT
Switching costs
• Usage incentives• Frequent Caller - points based program• Information management and analysis• Annual balances• Programming PABX• Sharing knowledge and experience• Consultative selling• Training
o Customer knowledge and segmentation
o Product portfolio and bundling
o Promotions and Pricing strategy
o Frequent caller programs
o Billing customisation & information analysis for customers
o Auto- servicing : EBPP, MBPP
Building TRUST
Billing is at the heart of
Promotions : Happy destination
275.000 Points
I PAQ 65.000 Points
Billing information analysis
Detailed and historic information
CustomisationHistoric information
Electronic Payments
Payments Calendar
CCB
Experience Values
E-Orbitel
Frequent program
Biztalk
SAP
Customer Data Marts
Gestel Billing
Data LinkContact centers -Genesys
Prepaid and IN
Vantive
o Relationships with
o Sales channels – commisions
o Carriers and partners – compensation
o Financial institutions - payments
o Customer self – service
o Contact centers
o Web
o Mobiles
Billing – in the middle of
Customer knowledge
Segmentation / LTV
DifferentiatedValued Offer
DifferentiatedTreatment
Switching costs
TOTAL CUSTOMER EXPERIENCE
Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
BRAND MANAGEMENT
•A brand is not what you say it is, it is what THEY say it is.
•The degree of trust I feel towards the product, rather than an assessment of its features and benefits, will determine whether I’ll buy it.
•Trust is the ultimate shortcut to a buying decision and the bedrock of modern branding.
The Brand Gap - Marty Neumeier
Our brandOur brand
CINCOCINCOour vehicle our vehicle
- icon- icon
Happiness, Friendship
Optimism - This is the year when only good things happen
Innovation : Communicate fast and easy. It is in your hands.
Excellence : Orbitel does not steal…
Friendship and Happiness
Results ? Results ?
Telecom ORBITEL 007MUNDO
TOP OF MIND evolution from december’01 to april’05
35%
27%31%
37% 39% 37%37%39%
40%
38%39%
35%
27%
35%
30%33%
36%
40%40%
42%44%43%
40%
31%
36%
32%
28%29%
28% 27% 25%
21%
30%31%
30%28%
24%
20%22%
29%
25%25%
0%
20%
40%
60%
ORBITEL 27% 27% 31% 37% 35% 39% 39% 37% 37% 38% 39% 35% 35% 40%
TELECOM 43% 44% 42% 40% 40% 40% 36% 33% 31% 30% 28% 32% 36% 29%
ETB 28% 27% 25% 21% 22% 20% 24% 28% 30% 31% 30% 29% 25% 25%
DI01-EN02
EN02-MR02
MR02-JN02
JN02-AG02
AG02-SP02
OC02-NV02
DI02-FE03
FE03-MY03
JN03-AG03
SP03-NO03
EN04-MA04
AB04-SP04
OCT04-DIC04
EN05-AB05
Source: Advanced Tracking Programme –Millward Brown
TOP OF HEART : If there was only one long distance company
¿Which one would you rather have?
36% 36%
33%
37%36%
34%
29%
32%
27%
23%
27%
36%
33%
30%26%
24%
34%
37%
32%
38%
34% 35%35%36%
38%37%
29%
23%
38%
18%
23%27%
16%19%17%
22%
0%
10%
20%
30%
40%
50%
JU02
Ago-0
2
Sep-0
2
Dic
-02
Feb-0
3
May-0
3
Ago-0
3
Nov-0
3
Abr-
04
Sep-0
4
Dic
-04
Abr-
05
Source: Advanced Tracking Programme –Millward Brown
TELECOM ORBITEL 007MUNDO
Important
Very Important
Customer Processes & Impacts Pyramid
Source : Customer Satisfaction Survey done by INVAMER-GALLUP Colombia using Gallup’s Methodology.
Image
Billing
Advertising / products and services
Closeness
Plan Subscription
Communication
Price Plans
Source : Customer Satisfaction Survey done by INVAMER-GALLUP Colombia using Gallup’s Methodology.
Segment Orbitel ETB Telecom
Residential 75% 59% 61%
Corporate 78% 67% 59%
SMEs 71% 69%
Satisfaction Study 2004
INVAMER - GALLUPSatisfaction Results – Dec’04
Residential 2001 2003 2004Orbitel 73,1 69,9 74,43ETB 71,3 65,3 72,64Telecom 65,2 65,1 65,75
Corporate 2001 2003 2004Orbitel 69,5 72,8 70,35ETB 64,8 67 68,44Telecom 63 63,2 64,8
CRT (Telecommunications Regulatory Commission )
Satisfaction Surveys
