Personalization Strategy to Attract & Retain Customers · When customer is over charged, bill shocks or unnecessary bandwidth, lets advice and show them that we really care about

© 2017 TM Forum | 1

Personalization Strategy to

Attract & Retain Customers

Muez YihdegoChief Customer Service Officer

Ethio Telecom

© 2017 TM Forum | 2

Outline

Introduction

▪ IoT is Coming with Tremendous

Opportunities

▪ What Does That Mean for Individual

Consumers (Consumer IoT)?

Personalization Strategy

▪ How to Manage the Challenge

▪ The Key Blocks of Personalization Strategy

▪ Secure Basics

▪ Localization

▪ Showing Empathy to Create Intimacy

▪ Security & Privacy

▪ Personalized Offers

▪ Inclusion and Moral Obligation

© 2017 TM Forum | 3

IoT is Coming With Tremendous Opportunities

Introduction

▪ Forecasts and surveys state that:

➢ 20 bn - 30 bn connected devices expected by 2020 (Mckinsey, Gartner, Ericcson)

➢ 22% of cars will be connected to internet by 2020. (world economic forum, 2016)

➢ > trillion sensors to be connected to the internet within a decade. (source: world economic forum, 2016)

➢ Number of things are expected to reach 1.8 trillion in 2020. (source: CCS, 2013)

▪ Connectivity costs expected to reduce at a 25% during 2012-20.

▪ This is a tremendous opportunity for CSPs and other industries.

▪ You can imagine the volume of traffic flow, the complexity of the network, and the synergy challenge among multiple devices.

© 2017 TM Forum | 4

What does that Mean for Individual Consumers (Consumer IoT)

Introduction

▪ Consumers will own a lot of connected devices :

➢ Number of devices will hit 4.3 per person by 2020. (source: Strategy Analytics)

➢ Consumer Internet of Things (CIoT) spending will be the third by 2020. (source: IDC)

▪ IoE is not about 1 or few industries, it is about the future lives of human beings. It will shape our work and our life

in general.

▪ At home – consumers can switch on the lamp, command the juice machine, operate the coffee machines, start

the washing machines, open the door & window, measure blood pressure – with just a click.

▪ At office – they access doors and drawers, open computers, and more with a card,

▪ On the field – they monitor what is going on at home via camera, etc

▪ Personal properties tracking through GPS is another aspect.

➢ Each year $7 M worth smart phones are lost (i-scoop).

Challenge 1. huge traffic, 2. complex service features, 3. security challenges, 4. speed of response challenges, 5.

service availability challenge for the CSPs.

© 2017 TM Forum | 5

Personalization Strategy to attract & retain customers

How to Manage the Challenge

▪ Today, providing quality customer experience is already a challenge, to be worsened when IoT comes.

▪ CSPs need to be prepared ahead before it is too late, they need to work on personalization strategies.

▪ The major & first issue to be addressed is ‘a real commitment towards customer orientation’.

▪ It is time to assess ‘our inside’, do we really want to serve customers from our hearts.

➢ The world is over obsessed with money. It is okay to like money, but not beyond HUMAN BEING.

➢ If we are offered two options. Option 1- a reward of $1B and then die after a minute. Option 2- $0 and

life. We choose option 2. we do the same on our kids.

Why not to accept the life of every human being is as valuable as ours & our kids.

➢ Unless this is unlocked, ‘customer is not the king, money will continue to be the king’.

▪ Customers Lets treat them as a human being and serve as a customer. People want respect, focus,

honesty (true smile than artificial one).

▪ Lets exercise to be humble: how many of us offer a seat to a pregnant standing next to us on train queue.

Like the

human

being

Like the

customer

© 2017 TM Forum | 6

The Key Blocks of Personalization Strategy


Like the

customer

Like the

human being

Secure basic

expectations

Localize

Create

intimacy

Personalize

d offers

Security

Moral

obligation

© 2017 TM Forum | 7


▪ Working hard & secure basic customer expectations

➢ Good quality of service,

➢ Good customer service,

➢ No or little service interruption,

➢ Quick resolution when interruption happens,

➢ Seamless experience throughout channels,

➢ Privacy and security.

▪ Almost every organization advocates this agendas but only few ones succeed.

▪ To realize the above requirements, real-time analytics of important key performance indicators and near

real response time (when problems occur) are essential.

▪ Equally important - stay transparent and be honest to your customers. There might be a cost in the short

term but it’s a basis for trust-building in the long term.

Secure basics

Secure basic

expectations

© 2017 TM Forum | 8

Localization

▪ Culture and language are among important elements in people’s identities.

▪ Cultural integration and local language-supported services improve acceptance by

customers and reduce customer education cost for CSPs.

▪ Acceptance then means customers will be happy and are willing to stay longer.

This triggers word of mouth recommendations and attracts new customers.


Localize

© 2017 TM Forum | 9

Security & Privacy

Security is an issue today and has already been for a while.

Knowing that billions of devices are expected to be connected soon, security will

be a major issue.

Privacy should be democratically addressed. To give freedom for customers if

they do not want some of their information to be monitored & shared.


Security

© 2017 TM Forum | 10

Showing empathy to create intimacy

▪ Consumers will need our support more than any time before.

▪ When the customer is at security risk because of unsecure devices, lets help them protect themselves, even when there might not be monetary return for each instance of this support.

This helps to please and retain customers.

In most cases, this is cheaper than acquiring a new customer.

Sometimes a threat for our customers might be a threat for our network, so, securing our customers is securing our network.

▪ When customer is over charged, bill shocks or unnecessary bandwidth, lets advice and show them that we really care about them. We can support them with tools to plan their usage.

This creates a happy customer and probably a loyal one who promotes your company and willing to spend more.


Create

intimacy

© 2017 TM Forum | 11


About Mr Hailu

Personalized

offers

This will involve huge data management, CSPs need to

see how to store, track, analyze the massive information.

© 2017 TM Forum | 12

We can capitalize on the personalized customer information to create further intimacy


Create further

intimacy

© 2017 TM Forum | 13

Word of mouth


I am satisfied

with my service

provider

You know what, I highly

recommend you join my

service provider, they are

like a friend.

© 2017 TM Forum | 14

Inclusion and Moral obligation Inclusion: Our services should consider all parts of the society,

▪ E.g. 15% of the world's population lives with some form of disability, 2-4% experience significant difficulties. (WHO)

Moral:

▪ When we talk about customers, we are talking about our kids, families, friends, neighbors and colleagues, etc. We need to

care for each other.

▪ The world is highly changing in terms of life convenience, that is good. But care is not taken on protecting the environment

and humans.

▪ As discussed, our houses, our agriculture areas, cars and clothes will be full of traffic flows soon. Let’s be all willing to spend

a little more to save our customers and society (including ourselves).

▪ Therefore; apart from making use of the growth opportunity, CSPs need to invest on environmental protection. This might

mean automation or participating on and aiding social initiatives related to the industry.

▪ “You only live once, but if you do it right, once is enough.” ― Mae West

▪ ‘No one lives 1000 years’, we have a short life. But we can contribute to creating a culture of empathy to our kids.


Moral

obligation

© 2017 TM Forum | 15

Thank you

Personalization Strategy to Attract & Retain Customers · When customer is over charged, bill shocks or unnecessary bandwidth, lets advice and show them that we really care about

Documents