Presentation

©2002 Altitude Software – All Rights Reserved

Advanced Contact Centers: The road to Successful CRM for Telecommunications Operators in the Arab World.

Advanced Contact Centers: The road to Successful CRM for Telecommunications Operators in the Arab World.

16-17 June 200416-17 June 2004

Riadh BoukhrisVice President Middle East Africa & South

Asia

2

Agenda

1. Telecom Industry Trends and Challenges 2. Issue: Contact Center versus CRM.3. Case Study: Tele2

3

The Telecom Industry In the Arab WorldTrends

IncreasingCompetition

Increased Customer

Sophistication

Industry Consolidation

Technological Innovation

TelecomIndustryTelecomIndustry

Technological Innovation

Deregulation Liberalization Price wars High Rates of Customer Churn

Highest cycle of product innovation

“Boom” of new services

Fast time to market

Ex: Mobile Internet Challenge

Mergers&Acquisitions

Large Investments

Higher customer expectations

New needs

Very demanding customer service

4

Different Maturity Stages

Startup Markets

Rapidly Expanding Markets

Create brand awareness and increase market share

Implement a cost effective structure that is flexible to grow with the business

Reduce customer acquiring cost

Almost no infra-structure

Mobile operators offer better options than fixed

Eastern Europe, Middle East and Continental Asia

Situation Main Concerns

Quickly respond to the market in order to cope with customer base growth

Expand mobile phone penetration and increase market share

Adapt the existing legacy systems to the growing needs of business

Rapid Customer Growth

Competition is very high

Southern Europe and Latin America and GCC


5

Different Maturity Stages

Mature Markets

Reduce customer churn

Reduce operating costs

Provide value added in order to increase market share

Quickly respond to the market in order to provide new services with a profitable Business Model

New services booming

Fierce competition for market share increasing customer churn

Northern Europe, North America, Japan and Pacific Rim


6

Main CRM Challenges

High rates of customer churn across all segments due to fierce competition

Increasing costs of customer support due to growth of customer base

Lack of Customer Knowledge => Marketing and Campaign Management uses outdated information

Multiple platforms to support customer data => fragmented information by product, by account and by channel

Interaction channels being treated differently

Inability to roll out new products and services quickly enough to meet market demand

Lack of an effective business model to maximize investments, reduce operational costs and achieve sustainable growth

7

What do Successful CRM deliver?

Personalize every customer interaction

Focus on the value of service to face competition

Take profit out of all customer interactions to collect and leverage information on the customer base

Develop a business model to increase ARPU (Average Revenue Per User) while reducing operational costs and maximizing investment

8

What do Telecoms need?CIM supporting CRM

Source: OVUM

Touch points management

Voice

Fax Email

Chat Web

WAPSMS

Routing Monitoring

Scheduling

Reporting

ScriptingQueuing

Service

SupportMarketing

Sales

Customer contact management

Customer-related business processes

Customer analysis and insight

Organizational strategy

Supported by CRM

(Customer Relationship Management)

Supported by CIM

(Customer Interaction Management)

9

Breakdown of Overall Costs

10

The Cost Components of a Customer Service Operation

Cost per Seat for project up to 100 Seats

Implementation Cost11%

Migration Cost from Existing Software

3%

Middleware9%

Other IT Components6%

Software License per Seat10%

Migration Cost from Existing Hardware

9%

CTI2%

Integration Cost14%

ERP11%

Consulting6%

Server License1%

Customization Cost18%

Source: Gartner

11

TARGETS

Cost Savings Reduce up to 40% in Contact Center

Agents Reduced human interaction and train for

self-care Self-care avoids customer support costs of

$3 - $6+ per call

Churn Reduction better customer support personalized services “locking-in” customers

Increased Revenue cross and up selling more customers due to better service

Improved Customer Satisfaction

ROI Strategic Value


The evolving role of contact centres in The evolving role of contact centres in increasing sales, customer satisfaction and increasing sales, customer satisfaction and loyalty.loyalty.

Sample Business case: TELE 2 – Transcom Sample Business case: TELE 2 – Transcom

The evolving role of contact centres in The evolving role of contact centres in increasing sales, customer satisfaction and increasing sales, customer satisfaction and loyalty.loyalty.

Sample Business case: TELE 2 – Transcom Sample Business case: TELE 2 – Transcom

13

Swedish Group Operating in 21 European countries since 1993

Largest Pan-European Fixed – Mobile – ISP provider

TELE 2 Contact Centres managed by Transcom

40 Contact Centres in 21 countries

Over 8.000 Agents

Average size of each Call centre : 200 agents

About

14

What type of applications have we been deploying for

Customer Service and Telemarketing

Outbound is being used for: customer satisfaction

assessment

telemarketing (cross and up-selling opportunities)

confirm and update customer data

Inbound is being used for: customer doubts and

questions

billing information

change pricing plan

activate new services

handset information

Results:Optimized agents talk-

timeIncreased sales;

customer knowledge at a low price

Results:Guaranteed service

levelsIncreased service

quality

15

What type of solutions have we been deploying for

IVR is being used for:

providing information about prepaid charging procedures

changing the pricing plan

activating roaming and provisioning services

requesting printed invoice

getting invoice info and payment details

Results: 40% of calls handled automatically

16

Typical Contact Centre Architecture at

uCI PLATFORM

Routingrules

CSR

CSR

CSR

Supervisor

Telephone

uCIRepository

CampaignManagemen

tCustomer

UniversalQueueCTI

Intelligent

Router

Browser

Email

Firewall

Email Server(3rd party)

Email Gateway

Collaboration

Server

PSTN PABX

IVR

CSR

17

Who are we ?

Private company – 10 years in the business.

Industry praised uCITM contact center solution

Global presence with operations in 11 countries worldwide

600 live installations with 67,000 Agent Positions in 50 countries

Wide network of partners

A worldwide team of 250 people

In the MENA Region :

Dubai Internet City: MEA Regional Office since 2000

12 people

18

Altitude uCI (Unified Customer Interaction)Contact Centre Software Solution

19

Telecom OperatorsTelecom OperatorsTelecom OperatorsTelecom Operators

Our partners - Top Firms with Global Reach

Systems Integrators/ConsultantsSystems Integrators/ConsultantsSystems Integrators/ConsultantsSystems Integrators/Consultants

Switch VendorsSwitch VendorsSwitch VendorsSwitch Vendors

TechnologyTechnologyTechnologyTechnology

20

Global Presence with Worldwide Offices

LisbonMadridAustin

Dubai

Paris

Toronto

Sao Paulo

London Brussels

21

Our Customer BaseSignificant Presence in the Telecom Market

As of 2 Quarter 2004

Agent Positions per Market

25%

29%

28%

2%

3%

4%2%2%

5% BANKING

S BUREAU

TELECOM

OTHER FINANCIAL

INSURANCE

UTILITIES

MEDIA

IT

OTHERS

22

Sample Telco Customers All Over the World

23

Some Customers within the Telecom Industry? (1/2)

EMEA

MEA

Etisalat / The Contact Centre : Main Application: Telemarketing, Debt Collection 201 AP

P O R T U G A L

Group Portugal Telecom: Main Application: Customer Care, Telemarketing 763 AP

Vodafone: Main Application: Customer Care 1792 AP

S P A I N

Amena: Main Application: Telemarketing, Surveys 437 AP

STA – Servei de Telecom. Andorra: Main Application: Customer Support 26 AP

Telefónica: Main Application: Customer Care 1000 AP

Europe

PTC Yemen Telecom : Main Application: customer service 150 IVR Ports

Transcom – TELE 2 : Main Application: Telemarketing, Debt Collection 8.000 AP

24

Some Customers within the Telecom Industry? (2/2)

As of 2 Quarter 2004

Americas

B R A Z I L

VIVO : Main Application: Customer Care 1719 AP

ATL – Algar Telecom Leste: Main Application: Debt Collection 32 AP

GVT – Global Village Telecom: Main Application: Customer Care 707 AP

Mobitel: Main Application: Telemarketing 1018 AP

U R U G U A Y

ISBEL Telecomunicaciones: Main Application: Telemarketing 232 AP

Northern America

Telebec (Canada) : Main Application: Telemarketing, Debt Collection 58 AP


Thank You.Thank You.

[email protected]@altitude.com

Thank You.Thank You.

[email protected]@altitude.com

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