Case Study 5CRM in a Telecom

company
ABC Telecom Ltd is a large Indian
conglomerate and are now
planning to
enter Telecom Services market in India with
various services.
CEO wants the Core management team to
make a presentation on the Call Center /
Customer Care strategy for 5 years.
Presentation
should
cover
all
the
technology solution, sizing assumptions as
well as KPIs along with business case
details.

Over View- Work Flow

Presentation Flow

Telecom Market Introduction

Customer Engagement
Implementation Process & Pit falls
Technology Solutions and KPI
Strategy
Conclusion

Over View- India Telecom

Industry
Composition of Telecom market
India's telephone subscriber base
reached 964 million
The wireless segment constitutes 97 %
Urban Subscription - 59 per cent
Rural Subscription - 41 per cent

Over View- India Telecom

Industry

India in numbers:-

The second-largest telecommunication

market
Has the third highest number of internet
users in the world
India's telephone subscriber base expanded at
a CAGR of 24.1 per cent to 933 million over
FY200714
In November 2014, total telephone
subscription stood at 964 million, while
teledensity was at 77.2

Over View Indian Telecom

Industry

Challenges- PROsumer Vs
CONsumer
PROsumer- Product and Brand advocate. Rather than simply
consuming products.

Engaging the PROsumer

Identify the key online influencer
Acknowledge those people(e.g., send product samples, ask
opinions, etc.).
Join the online conversationwhere those people already spend
time.
Develop relationshipswith those people by interacting with them,
providing useful information, and being accessible and human.
Leverage the opportunities of the social webby creating your
own branded destinations such as a blog, YouTube channel, Twitter
profile, Facebook group or fan page, LinkedIn group, podcast, etc.

Customer EngagementOpportunity &

Challenge

Personalized Communication

Consumer Insight
Marketing Campaign
Social Media Analytics

Implementation Process

Data Collection
Datacollectionis the process of
gathering
and
measuringinformationon variables
of
interest,
in
an
established
systematic fashion that enables one to
answer stated research questions
hypotheses and evaluate outcomes.

Analysis
Analyticsis the discovery and communication of
meaningful patterns in data. Especially valuable in
areas rich with recorded information, analytics
relies
on
the
simultaneous
application
ofstatistics,computer
programmingandoperations
researchto quantify performance. Analytics is a widely
used blanket term and often includes most data
warehousing,
business
intelligence,
online
analytical processing (OLAP) and predictive
analytics
development
activities,
and
their
underlying technologies. Our focus was on predictive
analytics, the activity of building statistical models to
solve business problems.

Presentation at the Customer

Access Points
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

Series 3
Series 2
Series 1

Series 1
Series 2
Series 3

White Paper by PWC

The promise of big data for telecom Big data promises to
promote growth and increase efficiency and profitability
across the entire telecom value chain
Optimizing routing and quality of service by analyzing
network traffic in real time
Analyzing call data records in real time to identify
fraudulent behavior immediately
Allowing call center reps to flexibly and profitably
modify subscriber calling plans immediately
Tailoring marketing campaigns to individual customers
using location-based and social networking technologies
Using insights into customer behavior and usage to
develop new products and services Big data can even
open up new sources of revenue, such as selling insights

Customer Service Challenges

Influx of huge customer data
Increasingly complex service mix
Traditional voice
VoIP
Data and other connectivity solutions

Ability to target new and repeat customers successfully

is eroded
decision-making is either ineffective or completely misguided

Patchwork of disconnected legacy back-end systems

From customer care to invoicing
Fight customer churn
Existing client database contains low quality data or data is
missing

Present Needs
Holistic view of customer service
mixes
Sales to become more productive by
identifying and being able to respond
to customer issues more efficiently
Innovation/Intelligence in back-end
systems
Proactive & possibly tailored solution
Huge impact on loyalty

2. Customer
KPIs
Satisfaction :
1. Call center:

Wait times
Average speed of answer
Call volume
Number of complaints
received
Revenue per call
Average quality of calls
Number of call transfers
Average call length
Number of one call resolutions
Abandon rates
Customer satisfaction
Number of calls answered
within ten seconds

Average score from

external surveys
Average score from
internal surveys
Average score from call
monitoring
Total number of
complaints
Total number of
unresolved issues
Number of responses
generated

KPIs
3. Revenue :
Average revenue per
user (ARPU)
Prepaid ARPU
ARPU from contracts
Revenue per voiceminute
% of non-voice
revenue
Average revenue
realization (ARR)
Minutes of usage

4. Customer Care :
Customer Intimacy
Relationship with
customer
Customer Feedback
Churn Management
Customer satisfaction
report

Customer Relationship Management

Software
Usage of software increased from 56%
in 2012
to 74% in 2013.
1. Salesforce
2. Sage CRM
3. Zoho CRM
4. Microsoft Dynamic CRM

Customer Relationship Management

Software
Sage is what we have finalised on
due to
Lower cost
Implemnatation time
Exsisting knowledge
Have served similiar clients before

Ensures solid operations and quality customer

experiences

People

Tools

Solid Operations
Quality Experiences

Processes

CRM / No CRM
Market Share in INDIA
7
6
5
4
3
2
1
0
2015-16

2016-17

2017-18
Market share

2018-19
Market share2

2019-20

Benefit Envisaged
Break Even 2017
Revenue increase 5%
Profit 10%

Thank you