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8/2/2019 Exploiting Customer Analytics
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Exploiting Customer Analytics forImproved Customer Lifecycle
Management
Geetha NadarajanCustomer Intelligence
8/2/2019 Exploiting Customer Analytics
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Maxis Communications, Malaysia
No 1 operator in Malaysia, 42% market share
Prepaid branded as Hotlink 70% of the Maxis base is Hotlink
Hotlink subscribers are predominantly Youth
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Keywords
Voice of customersVoice of customersCustomer requirementsCustomer requirements
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What is Voice of Customer?
It is a term used to describe customer needs and
his/her perception of our products and services
Source: Six Sigma Handbook, Maxis Communications
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Voice of Customer helps the business answer
the following questions.What satisfies my customer?What satisfies my customer?
What dissatisfies my customer?What dissatisfies my customer?
What is the customerWhat is the customers perception of my products and services?s perception of my products and services?
What is the customerWhat is the customers expectation of my products & services?s expectation of my products & services?
What is the customerWhat is the customers need at the moment?s need at the moment?
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Sample VOC sources
Proactive VOCProactive VOC
Focus GroupsFocus GroupsFaceFace--toto--Face InterviewsFace Interviews
Tele SurveysTele Surveys
Market VisitsMarket VisitsComment CardsComment Cards
Customer Satisfaction IndexCustomer Satisfaction Index
(CSI)(CSI)
Reactive VOCReactive VOC
Customer Enquiries and CentreCustomer Enquiries and CentreWalk InWalk In
Customer ComplaintsCustomer Complaints
Hotline Service InteractionsHotline Service Interactions
Handset Returns and WarrantyHandset Returns and Warranty
ClaimsClaims
Source: Six Sigma Handbook, Maxis Communications
8/2/2019 Exploiting Customer Analytics
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In a customer centric environment, VOC drivescritical customer requirements
"A customer is the most important visitor on our premises. He is not
dependent on us. We are dependent on him. He is not an interruption to our
work. He is the purpose of it. He is not an outsider to our business. He is a
part of it. We are not doing him a favour by serving him. He is doing us a
favor by giving us an opportunity to do"
MAHATMA GANDHI
VOCVOC
Regular IntervalRegular Interval
Sample DrivenSample Driven
ActionableActionable
CustomerCustomer
RequirementsRequirements
VOC continues to drive requirements to remain relevant and timelVOC continues to drive requirements to remain relevant and timely to customersy to customers
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Incorporating VOC into business operations
Gather VOCGather VOC
Segregate VOC into mutuallySegregate VOC into mutuallyexclusive categoriesexclusive categories
Translate the categories intoTranslate the categories intomeasurable Requirementsmeasurable Requirements
Brainstorm onBrainstorm on
solutions to thesolutions to the
RequirementsRequirements
Test solutions & evaluateTest solutions & evaluate
postposttest resultstest results
Broad implementation of widelyBroad implementation of widelyaccepted solutionsaccepted solutions
1 free
SMS/10
SMSsent(On-net)
Cont
rol
Group
RM0.0
5/min
ofoutgoing on-
net
call
1 free
SMS/mi
n ofoutgoin
g on-net call
A4 B4
A2 B2
A1 B1
A3 B3
A5 B5
A6 B6
A7 B7
A8 B8
C4
C2
C1
C3
C5
C6
C7
C8
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VOC is woven through out customer lifecycle
AcquireAcquire StimulateStimulate RetainRetain
There are ongoing capture of voice of customers through surveysThere are ongoing capture of voice of customers through surveys..
Welcome SurveyWelcome Survey
Ad Hoc SurveysAd Hoc Surveys
Customer Satisfaction SurveyCustomer Satisfaction Survey
HealthcheckHealthcheck SurveySurvey
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Sample Proactive VOC 1:
SMS Spam Tele SurveyWe spoke to over 1,000 Maxis subscribers across the country
There were 7 questions asked to this randomly selected sample
Source: Maxis SMS Spam Survey ResultsMaxis Confidential Restricted
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What we asked
Source: Maxis SMS Spam Survey Results
How many SMS offers/promotions do you normally receive within a week?
Who normally sends these SMS?
Are you happy with promotion/offers you have been receiving from Maxis?
How many SMS do you think is reasonable to be received within a week?
Do you have a time of the day that you would prefer to receive the
promotion/offer SMS from Maxis?
Would you like to receive SMS promos or offers from Maxis alliance partners?
What is your experience withWhat is your experience with
Maxis/3Maxis/3rdrd party sentparty sent smssms??
How well do you tolerateHow well do you tolerate
Maxis/3Maxis/3rdrd party sentparty sent smssms??
SMS-es received are usually related to
Maxis Confidential Restricted
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What the customers said
I think MaxisI think Maxis smssms--eses are mostly related toare mostly related to
Rewards/Special offerRewards/Special offer
I receive more than 5I receive more than 5 smssms--eses per weekper week..
I am happy receiving MaxisI am happy receiving Maxis
promotionalpromotional smssms--eses
I think 3I think 3rdrd partyparty smssms--eses are mostly related to offers toare mostly related to offers todownload from non Maxis sitesdownload from non Maxis sites
I am not happy receiving 3I am not happy receiving 3rdrd partyparty smssms--
eses.. I want to receive only between 2 to 3I want to receive only between 2 to 3
smssms per weekper week..
I want to receiveI want to receive smssms--eses only betweenonly between
8am to 6pm weekdays8am to 6pm weekdays ..Maxis Confidential Restricted
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What we did next
Customer Issues
Too many Maxissms a week
Not happy with 3rd
party sms-es
CustomerRequirements
Not more than x smsper week
Freedom to accept/receive 3rd party sms
Solutions
Organization wide
Promotional SMSBroadcast Policy1
Maxis PreventiveGateway
SMS Blacklist2
RequestingDepartments
CS-Billing
MKTGLay Han-PostpaidLoo Fun-Prepaid
PDIKugan
SalesDaniel Teng
CSAlex
CS-Network
HOD function: Prioritize
campaigns Check content
accuracy Review SMS script Review target
segments Approve/ Reject
broadcast
Gatekeeper function: Prioritize broadcast
based on agreedcriteria*
Control frequencybased on policy**
Approve/ Rejectbroadcast (based onlength of queue for the day &
no of target after de-duping) Manage monthly
broadcast calendar
Must be approved by HOD, not subjected to Gatekeepersprioritization or control
E-Form (Revised)Submission:
Objective
Proposed Script
Target
segments/list# of subscribers
Drop Date
CLMEvelyn
Quality controland approval byHead ofDepartment(HOD)
Gatekeeper
(CLM)
Right to reject:
CS-Support
Mktg-NetworkPlanning
Subscribers
Right to reject: CS-Support to check
for frontliner andcustomer impact
Network Planning tocheck for networkperformance impact
Reject broadcast ifcurrent environmentcannot support thebroadcast
SMS\MMS\WAPPush Delivery:
Network /ISDOperations
E-Form (New)Submission
QC andapproval by
HOD
Planned, analyzed, controlled,prioritized and managed!
Note: If an urgent request for broadcast less than 2 weeks is made, Senior General Manager orabove approval will be required to approve in addition to the HOD a pproval.
Maxis Confidential Restricted
12
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Broadcast Prioritization & Frequency
cLow Value
bMid Value
a
Max# SMS/wk
High Value
Prepaid Value Segments
** Value Based Broadcast Frequency:* Broadcast Prioritization Criteria:
Objective Ranking:#1 Revenue Stimulation#2 Churn Management
#3 Information
Expected Net Revenue (RM)
Expected Net Saves (subs)
Information:#1 Tariff/Plans/Rates
#2 Product/Services#3 Events/Road shows#4 Others
A
A1
A2
A3
Timing/ Urgency:#1 Event-Driven#2 ATL Support
#3 Others
B
Maxis Confidential Restricted
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Rank based model aids in prioritizing promotional DM
campaigns to launch weeklyThese selected campaigns were ranked based on a objective, expected net revenue, expected net saves& timing to decide on a high priority campaign
33.722ATL1.712210,00050,000ChurnZ
23.60.61Event-Driven3--3--InformationY
1322ATL1-11-100,000
Revenue
StimulationX
RankTotalScore
Weig
htedScore
Score
Timing/Urgency
AverageScore
Expected Net
SavesScore
ExpectedNet
RevenueScore
Object
iveScore
ExpectedNet
SavesScore
ExpectedNet
RevenueScoreObjective
Campaign
Part BPart A
Campaigns with the least score will be considered a high priority campaign and will be ranked high
Note:
1.The scoring will be done by the owner of the broadcast calendar who also has the access & overview ofthe approved e-forms.
2.Should a campaign be de-prioritized, it will be put into queue for the following week and will be scored
again with the new campaigns.
Illustrative
Maxis Confidential Restricted
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Sample Proactive VOC 2 :
Stimulation Phase
Subscribers products and services preferences
Reasons for low take up rate
What language do you prefer in
communicating the offer to you?
How would you like us to contact you?
Why did you not take the offer?
How was the offer communicated to you?
Response
67%
Did not
response
18%
Aborted
15%
This survey to more than 1,000 subscribers targeted before in caThis survey to more than 1,000 subscribers targeted before in campaigns was tompaigns was to
determine the perception over cross/up sell offers given thru tdetermine the perception over cross/up sell offers given thru the directhe direct
marketing channel .marketing channel .
* Did not response = Not picking up call
**Aborted = Answer the phone but wish not to participate in the surveyMaxis Confidential Restricted
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Key Finding : Almost half of the respondents do not take upcampaign offers as they perceive the offer is not relevant
to them
Conclusion!
Subscribers perceive offers not relevant indicating targetsegment analysis is most necessary in increasing take rateand effectively reducing the number of contacts made..
Maxis Confidential Restricted
Reasons for not taking up the campaign offer
Promotion value not attractive enoughNot relevant to me
Did not understand
Did not believe
Annoyed with many sms-es
Overall Response Rate
12.0%
49.9%
9.8% 10.1% 8.3%9.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Promotion value not
attractive enough
Not relevant to me Did not understand Did not believe Annoyed many sms-es Others
The internal inference was subscribers did not take up offersThe internal inference was subscribers did not take up offers
because they think itbecause they think its a scam..s a scam.. BelieveabilityBelieveability was the issuewas the issue The inference was wrong!The inference was wrong!
Source: Maxis Customer Survey Results
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Target segment analysis was significantly related to
contact rate
Internal : IndependentSamples T-test
External : CustomerSurvey
Test
--
Take toImprove
Compilation of allCompilation of allanalysis/ insightsanalysis/ insights
sourcessources
Take rateP-value =0.325ImpactP-Value = 0.560ContactP-Value = 0.008**
There is significant contact differencebetween campaign with or withoutinsights
** Significant
No/wrong/ insufficientanalysis/insights tosupport
X ActionResult
Maxis Confidential Restricted
Control PlanControl Plan
Process Step or X
Owner
Specification/Goal What is the
Control
Method?
How will the
X be
Measured?
Frequency of
Measurement
Who Responsible?
(measurement)
Reaction plan Who is
Responsible? (re-
action plan)
Document Storage
related to this X
Campaign
Management
1.Each campaign must be
driven by at least 1
analysis/insight(requested
analysis, cubes, DBM Data
Catalogue,A & R customerprofile, CI analysis)
2.CLM Idea Generation
Session
Indicate the
source and
period of data
used for the
analysis tosupport each
campaign
Insights
supported/
not
supported
Every
Campaign
CI Delay/Stop
campaign till
analysis
become
available
Campaign
Management
Head Campaign Mgt
Note: Hypothesis Testing above involves statistical techniques
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Comparison of the WAS and NOW of CampaignManagement Process
No/wrong/ insufficient analysis
As-IS
To-Be
Campaign Management
Analytics
Database Management
Identify Target Segment
Identify target
Segment
Campaign
Analysis
n -7
ROI Results
Business
Defined
Maxis Confidential Restricted
Design Campaign
Campaign Management
Analysis & Reporting
Customer Insights
Database Management
Identify Target Segment
Organize Idea
Generation
Session
Based on segment criteri, determinepre-sizing count and statistics
Calendar campaigns
with target segment
criteria
n -28Data
Cube
n -30
n -30ROI
Results
Survey Analysis
Cust
Profile/Churn
Insights
Model Profile
Analysis
n= Campaign Month
Ad Hoc
Data Catalogue
Post
Campaign
Analysis
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Campaign net take rate improved significantly
by 300%
Maxis Confidential Restricted
7.4%
1.3%
Target 2.6%
A17
A16
A15
A14
A13A1
2
A11A1
0A9A8A7A6A
5A4A3A
2A1
Campaign ID
Pre Review Improve Post Review
Net Take Rate
Note: Net Take Rate is denoted by the difference betweenContacted Group Take Rate and Control Group Take Rate
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Usage lift per target sub improved significantly by
125%
RM0.04
RM0.01
Target
RM0.08
ImprovePre Review Improve Post Review
Impact per Target
A17
A16
A15
A14
A13
A12
A11
A10
A9A8A7A6A5
A4A3A2A1
Campaign ID
Note: Impact per target is denoted by the RM usage lift experiencedby a contacted subscriber versus a subscriber from the control group
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Campaign take rate and usage lift is higher despite contactedsubs reduced by 30%
478 k
126 k
Target200k
ImproveImprove Post Review
Total Contact
A17
A16
A15
A14
A13
A12
A11
A10
A9A8A7A6A5
A4A3A2
Campaign ID
Pre Review
Note: Contact denotes the number of subscribers reachedby a direct marketing campaign
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Other VOC projects
Win back Save Customer Feedbacks
Health check Customer Feedbacks
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Conclusions
Based on VOCs, customer need were identified
and satisfied which improves the relevance &
relationship of the service provider with thecustomers and at the same time meeting businessgoals.
Currently, we are exploring strategic customerengagements based on deeper VOCs from the
perspective of customer needs and preferences.