After a few decades of unprecedented growth, telecommunications is starting to mature as a business. The old days of guaranteed growth are gone, and network coverage has become ubiquitous, leading to commoditization and thus differentiation becoming more and more of a challenge. Customers tend to look at CSPs as a utility and this is driving up commoditization and a corresponding decrease in margins.
To add to this trouble, the emergence of Over-The-Top (OTT) players has accelerated the pace of commoditization and customer dis-intermediation. Further, the industry has almost reached saturation with respect to a customer base with penetration in excess of 100% in most markets.
Hence the need of the hour is to grow revenue from existing customers. In essence, the lever for managing revenue growth has changed from customer acquisition to maximizing value from existing customers. To derive increased value from customers, it is also important to deliver increased value.
Interactions with customers should be based on this new paradigm and this means individualized and personalized attention.
This calls for a three-pronged strategy:
- Increase ARPU
- Increase retention
- Increase share of wallet
Pelatro’s mViva suite of solutions in the Customer Engagement Hub is designed to help telcos achieve these objectives. The suite consists of the following solutions:
mViva Contextual Campaign Management Solution
Customer centricity is the new watchword and a deep understanding of each customer is needed for telcos to provide relevant offers that customers can appreciate and take advantage of. mViva CCMS is integrated with various network elements and consumes all transactional customer data. This information is then converted into a multi-dimensional profile for each customer. This profile information is then utilized to generate micro-segments and offers targeted at N=1 granularity.
mViva CCMS also provides cutting edge AI/ML features in the form of Descriptive, Predictive, and Prescriptive Analytics. The solution is fully integrated into the ecosystem and provides the end-to-end capability of segmentation, campaign design, configuration, execution, fulfilment, provisioning, reporting, and analytics.
mViva Loyalty Management Solution
Customer retention is critical for telcos, as new customer acquisition can be an expensive affair. mViva LMS rewards each customer with loyalty points based on various activities such as revenue generation, early bill payment, referral etc. and these points can then be exchanged for various category-based rewards. This ensures continuous engagement with customers and quick cycles of gratification that leads to a great CX.
The LMS also provides for various tiers and badges and differentiated benefits based on the value that each customer represents. It is a comprehensive solution that provides for points earning, redemption, segmentation, tiering, campaigning, fulfilment, provisioning and reporting.
mViva Data Monetization Solution
Telcos generate a great volume of contextual and relevant customer data. This is an industry that enjoys very frequent customer activity and thus very rich data. mViva DMS organizes this data into customer-centric profiles which implies deep insights about the behaviour and demography of each customer. This provides an opportunity to monetize this rich asset through targeted advertisement, after considering anonymization and data privacy requirements.
For enterprises that partner with telcos, this is of great interest as they now have reached to the exact profile of customers that they want to advertise to and thus the VFM is far better than a “spray-and-pray” approach. The DMP offers an end-to-end solution with partner management portal, offer design, execution and reporting.
mViva Unified Communication Manager
Today, subscribers are inundated with various messages that are hurled at them by various sources and channels. This means that the telco must be thoughtful about the number of messages they send to their customers to ensure there are not antagonizing. Messages could be of various types like emergency messages (say in case of a natural calamity), informational messages, telco/third party product offers, reminders, etc. Given this complexity, the telco must have a policy governing a cap on messages that may be sent to customers, its priority, control of verbiage, etc. In many telcos, this is managed by various individual solutions that generate messages and hence there is often conflict or violation of the corporate policy.
mViva UCM ensures telcos have centralized control of their messaging policy and privacy settings of customers and thus customers are not annoyed with messages they do not want. This is an important requirement in these days of zealously guarded privacy concerns. The UCM provides for message policy monitoring, store-and-forward, whitelisting/blacklisting, DND, pre-crafted message patterns, and reporting.
Ready to transform the Telecom Marketing practice at your Telco? Using AI-ML techniques, the mViva Customer Engagement Hub suite of products from Pelatro offers cutting edge solutions for global telecom companies. To know more about how Pelatro’s solutions can boost campaign management efforts in your organization, visit pelatro.com/products
