Crystal Qube™

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Challenges for Telecoms

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• To find the right strategy to increase the Average Revenue Per User - ARPU

• To build the brand on higher level than the competition

• To decrease the customer churn rate

• To form efficient and consistence customer experience through different and complex

customer channels.

The operators need to convert data into business intelligence and connect the measures

with the objectives. This will help to anticipate customer’s requirements, improve

responsiveness, and provide more personalized level of service.

What is Crystal Qube™?

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Closely connected with a smart deployment of business intelligence it helps to:

•Understand the customer preferences

•Predict the future behavior

•Turn the customers’ insight into actions

Customer Experience management platform that enables telecom operators to have a complete profile of their customers and complete record of their past and current behavior.

Outcome: Improved CX and loyalty, reduced churn and increased ARPU and profitability

The Customer Experience Analytics deals with all aspects of customers’ behavior, as it enables analyzing past, measure present and forecast future trends.

Where does Crystal Qube™ fit in?

Customer

analytics

Does CEM matter?

In-depth interviews with senior executives within 20 service providers around the world were done by TM Forum . The survey goal was to investigate how CSP approach customer experience management and how they are using or plan to use customer analytical applications

Our approach

• Based on pipes and filters architectural pattern

• Pipeline represents customer lifecycle

• For every lifecycle phase the pipeline has different filters

• Filters are based on various customer metric (customer value, churn probability, tariff

simulation results, market segment belonging, predicted basket, etc.)

• The output from the filters are customer profiles that are eligible for certain campaign

• The campaigns are executed for such customers

Platform functionality Page 7

Crystal Qube™ functionalities

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Our platform offers following integrated functionalities:

• Various reporting on time, geography, offerings, segments, profitability, etc.

• Prepaid and postpaid customer churn management

• Postpaid customer risk scoring

• Customer segmentation

• Profitability & referral value analytics

• Cross & up sell analytics

• Campaign management

• Tariff Simulation

Customer behavior

• Based on customer profile data + mining model outputs

• Forecasting bills, payments, refill and spending behavior for every customer

• Detect significant change between actual and forecasted values

• Record customer interaction with customer care (trouble tickets, inquires)

• Perform bill checks

• Perform health checks

• Perform bill shocks detection

Party

Customer Profile

Individual

Organization

Contacts

Customer Customer AccountChurn Stats

Credit Profile

Customer Facing Services

Resource Involvment

Party Profile

Predicted Basket

Customer Account Relationships

Associated Market Segment

Business Interactions

FAX Postal Email Telephone

Forecasted Profile

Tariff Scores

Customer Bills Customer Bill Payments Customer Refills

Churn management

• Use of customer analytics and data mining, to build predictive model based on customers’ past behavior (assign numerical/measurable score to individual customers.)

• Address issues successfully to gain more loyal customers that can be prevented from churning.

• Combine Churn Probability with CLV or CRV to get better results.

• Forecast the churn rate in the next 6 – 12 months.

Churn management approach

• Churn rate is measured from the history records

• Churn probability is measured using decision tree/neural network mining models

• Future churn rate is forecasted using time series data mining model. The forecast is done for the whole customer base and for every segment defined in the system.

• The churn model is with more than 70% accuracy- the results are automaticly compared on daily basis with actual customer status. If the model performance drops below certain treshold, it is updated with new variables/rules.

Customer segmentation

• Segment the customer base using different indicators like churn probability, risk score, CLV1..3, CRV, tariff, customer type, geography info, etc.

• Track, analyze and forecast segment growth.

• Target segments with personalized cross and up sale campaigns.

Profitability & referral value analytics

• Find out which customers are best for your profit and worth for targeted retention efforts

• Define the customers that have the biggest impact on other customers and prospects

Cross & Up sell analysis

• Offer recommendation, basket analysis, next best action, real time offer management etc.

• Make effective up sell /cross sale campaigns

• Find offering candidates for bundles

• Simulate potential basket and target the customers with the most probable offering they would buy.

Campaign management

• Out of the box connectivity for USSD, SMS and IVR centres and email servers

• Ability to integrate with Print House for sending personalized offers together with monthly bills

• Select preferd customer channel based on customer usage preferences (VOICE, SMS, DATA, Email) and respone to previous campaigns.

Design and execute campaigns using Iworkflow Campaing Components. Additional supported options:

• Black listing of various customer segments (VIP, Big Business, State Employees, Police, etc.)

• Spam Filter to set rules such as max numbers of offer sent to a customer in certain period

• Use Facebook component to publish campaigns and surveys on company profiles

• Support of provisioning and charging component that allows service activation and charging in time of offer acceptance.

Tariff simulation

• Tariff models and options defined on internal product catalog

• Simulate operators and competitors tariff model and options

• Run simulations on single customer profile or on group (segment) level

• Run simulation on the fly for single customer or during the night for whole customer base

Product OfferingProduct Specification

Composite Prod. Offering Price

Product Offering Price

Voice Price Zones

Sms Price Zones

Mms price Zones

Data Price

Prod. Offering Fee

Recurring Fee

Allowance Price Alter.

Product Offering Relationships

Competitor

Platform architecture Page 17

Managed eco-system

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• Crystal Qube™ is managed service and runs in private cloud

• Crystal Qube™ is secure – all data is encrypted during transfer

• Crystal Qube™ is isolated, there are no two Crystal Qube™ platforms on the same HW.

System architecture

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• Information delivery – Portal with dashboards, simulators and power reports

• Information & Process integration – iWorkflow server and designer

• Data store and data mining – Microsoft SQL Server 2008, data model is based on SID.

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Portal (Information Delivery)

Solution benefits Page 20

What to expect from Crystal Qube?

• 360° powerful view of the customers’ profile and behavior

• Easy to use and intuitive interface

• Focused campaigns -identifying and targeting the right customers that will lead to maximized

marketing ROI (better hit/return rate)

• Operational cost reduction by enhanced customer care performance as problems are seen in

real-time

• Option to identify new revenue opportunities

• Process automation - consistent, integrated, and appropriately modeled data even on daily

basis to support the user’s reporting and analytic requirements

• Managed environment

THANK YOU!