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
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
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
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 is of CEX is all about the insight
Questions ?
• Contact details: – Megan Ashman – [email protected] – Cell: +27832225006 – www.baobabinternational.com