Post on 21-Jan-2017
Customer expectation for connection speed and
quality is at an all-time high
Extreme competitive pressures are reducing
ARPU…whilst the cost to serve is growing
Organic customer base growth is slowing,
shifting the focus towards being a customer-
centric & value-led business
Offer diversity has created a wider value skew of
the customer base, requiring a de-averaged
approach to customer treatments
New revenue streams are required in order to
maintain a profitable relationship with your
customers
Customer Value Management CVM
Solutions & Services
Why BLS ?
Solution designed exclusively for the Telco environment, means fast and easy to
deploy
Over 16 years BLS has built partnership relationships with 20+ Tier 1 to Tier 3
Telecommunications Operators in varying markets around the world.
The only Telco dedicated vendor with the experience & best of breed capability
to fully join together the domains of Data Management, Insight/Analytics,
Contextual BTL Campaigns & Loyalty Programmes
Empowering Base Management teams to deliver a competitive advantage
through our technology.
Easily extendable and scalable solution minimising TCO for an evolving and
expandable need
An extensive track record of integrating to a very broad range of industry
platforms.
InTelestage™ Customer Value Management Solutions
Campaign Management System
Individual Contextual Decisioning Platform
Individual Customer Loyalty Platform
Individual Mobile Coupon Platform
Insight & Analytics Platform
BLS’s Global Footprint
>20 CSPs have chosen BLS as their Data Driven Marketing Partner
Communication Service Provider Benefits
Increased Customer Engagement, Satisfaction & NPS Offers can be well tailored for high suitability to the customer needs. Offer presentation made
in-context with the customer sentiment & interaction type adds significant value to each
customer engagement with your staff
Incremental Revenue Generation Offers presented on Inbound Channels can be up to 4x more effective than on outbound
channels
Increased Customer Lifetime Value In prepay markets, use automated channels like USSD, IVR & Mobile Apps to turn inbound
offers into a Value Added Service stimulating increased share of wallet
Stimulate Loyalty and Reduce Churn Design offers that take into account a customers redemption choices from your Loyalty
Programme…know what’s important to them. 3 Offer levels mean that higher value offers can
always be available to increase customer ‘saves’
Leverage Brand Affinity Integrate Inbound Offer Manager with InTelestage™ i-MCP to offer customers more than your
own products and services. Mobile Coupons will associate loyalty to your brand with other
preferences in their lifestyle
BLS advice:The ‘Volume to Value’ Strategic Transformation
Telco Operators globally have shifted their strategic focus from acquisition-led subscriber growth
to increasing subscriber revenue, improving customer experience, reducing churn, and ultimately
driving higher Customer Lifetime Value (CLV)
•Focus on Net-adds to drive revenue growth
•Market becomes SIM Saturated
•New Customers have low profitability due to subsidisation
•High but unfocused investment in churn prevention
Acquisition-Led Growth
•Campaigns & Promotions can be automated but are executed in batch and are generic, 1:all or 1:many offers
•Unsophisticated measurement hides revenue cannibalisation
•KPIs don’t respond as expected
Transition Phase • Requires more sophisticated
tools that will maximise the value under the curve
• Campaigns are higher in volume, but are specifically targeted.
• 1:very few in batch mode or event-triggered individual personalised offers
• Offers focus on the generation of incremental value
• Churn prevention focuses on keeping profitable customers
Data-Driven Marketing
Campaign Automation
Precision Marketing
Budget Process
CVM’s Incremental Contribution
Targets
A • Link to
Marketing Calendar
• Breakdown of Revenue
Q • Detail
campaigns & targets per Revenue Stream
• Reporting
M W
Strategic Planning Operational Execution
o Chief Commercial Officer
o Head of Planning
o Head of CVM
o Finance
o Chief Commercial Officer
o Head of Financial Planning
o Head of CVM
o Product/Segment Heads
o P&L Owners
o Head of Brand & Advertising
o Chief Commercial Officer
o Head of Financial Planning
o Head of CVM
o Product/Segment Heads
o P&L Owners
o Finance Income Control
o Head of Financial Planning
o Head of CVM
o Product/Segment Heads
o P&L Owners
+ +
Campaign Business Case
Approval
Campaign Design
Sign-off
Configure, Test, Communicate,
Execute
Reporting & Performance
Review
BLS Proposal: Outsourced CVM Programme Resourcing A Best-Practice CVM Program Applies a Governance Model that Links
CVM Activities to Commercial and Strategic Objectives as well as the
Marketing Calendar
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+
BLS Commercial Model Options
Capacity-based, Pay-as-you-grow
Right-To-Use Software License Options:
Paid as 1-time license fee (CAPEX)
Paid as monthly instalments (OPEX/SaaS)
Integration Fees Options:
Paid as 1-time license fee (Capex)
Paid as monthly instalments (OPEX/SaaS)
Professional Services for software
installation project &/Or Customisation Options:
Paid based on Time & Materials (man/day rate)
(OPEX)
BLS Fully Managed Service resourcing for
CVM Commercial Base Management,
CVM Analytics and CVM Operations
(CDS) Options:
Paid on Risk/Reward Incremental Value Share basis
Paid on time & Materials (man/day rate)
Campaign Delivery Service Only (= Customer/Partner Self-resourced CVM Commercial Base Management
and Analytics…BLS resourcing campaign execution and reporting)
Options: Paid on time & Materials (man/day rate)