Vodafone Australia’s GM for Brand and Marketing Communications, Nilanjan Sarkar just last week told an Industry forum that only five to seven percent of customers typically respond to surveys gauging their satisfaction with customer care. Not very useful on a statistical basis.
In the days of hyper-competitive telecom market, what could be more important than keeping you customer satisfied and engaged? Vodafone figure if their customers aren’t going to tell them, then it’s up to them to figure it out. So the folks at Vodafone decided to do some number crunching on their analytics engine and have the system profile individual customer satisfaction on a daily basis.
Vodafone uses the data to calculate the NPS (Net Promoter Score) of each customer. In survey terms, the NPS is a simple way to measure your customer’s satisfaction with a single question. The question being: How likely is it that you would recommend our company to a colleague or friend? Many Telcos use data to determine their own proprietary NPS index. Companies collect every piece of data on customer usage of and interaction with the Telco. This could mean tracking everything from dropped calls to Netflix video buffering. This is combined with customer interaction with operator – call center, website, social media, in-store etc… The idea is to build a comprehensive profile of the customer.
This data is then matched up with where the particular customer is in the lifecycle. While pre-paid and post-paid customer journeys can differ, the customer’s position is key is determining how they will react to everything from a network problem to an upsell proposition. Vodafone breaks the journey into four stages: Welcome, Consolidate, At Risk and Loyalty. These categories allow to develop broad response rules for certain events, because a similar event in a welcome stage or a loyalty stage could generate a very different response from us,” Sarkar said.
Operators can utilize both historical and contextual (Real-Time) data to determine how a customer will react to a given situation. “You can take those scores and project them on to a larger set of customers who have had similar experiences, and you can predict their happiness and unhappiness. Over time your models can be trained to predict a certain customer experience score based on a certain set of events.” Sakar Said.
These proactive NPS systems enable operators to get predictive and agile in terms of Marketing, Customer Care and Engagement. Great to see Telcos finally putting all that data to good use.
More Here… [ITNews]