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The Science Of Customer Experience – The Big Data Opportunity

jillian-fry avatar
jillian-fry
11 diapositives · 282 Views · Nov 06, 2014

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 Johannesburg, South Africa. Customer is King…. Science of Customer Experience.

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The Science Of Customer Experience – The Big Data Opportunity
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  1. The Science Of Customer Experience – The Big Data Opportunity 4th Enhancing Customer Experience, Loyalty & Retention in Telecom 4th to 5th August 2014 Johannesburg, South Africa

  2. Customer is King…..

  3. 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

  4. 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

  5. Four Pillars of a Customer Centric Telco: Select, Acquire, Retain, Grow

  6. 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

  7. 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

  8. Gatorade: Mission Control…..

  9. 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

  10. Customer is a human being after all…

  11. Questions ? • Contact details: • Megan Ashman • megsashman@gmail.com • Cell: +27832225006 • www.baobabinternational.com