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![Page 1: The Science Of Customer Experience – The Big Data Opportunity 4 th Enhancing Customer Experience, Loyalty & Retention in Telecom 4 th to 5 th August 2014.](https://reader035.fdocuments.in/reader035/viewer/2022071807/56649e7d5503460f94b7f31f/html5/thumbnails/1.jpg)
The Science Of Customer Experience – The Big Data
Opportunity
4th Enhancing Customer Experience, Loyalty & Retention in Telecom
4th to 5th August 2014Johannesburg, South Africa
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Customer is King…..
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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
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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
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Four Pillars of a Customer Centric Telco: Select, Acquire, Retain, Grow
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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
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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
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Gatorade: Mission Control…..
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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
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Customer is a human being after all…
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Questions ?
• Contact details:– Megan Ashman– [email protected]– Cell: +27832225006– www.baobabinternational.com