The Science Of Customer Experience – The Big Data

Opportunity

4th Enhancing Customer Experience, Loyalty & Retention in Telecom

4th to 5th August 2014Johannesburg, 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 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