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Nokia Siemens Networks unlocks the value of customer data to boost operators' business performance
Unique framework turns customer data into real-time, actionable insights
The framework combines Nokia Siemens Networks' consulting and systems integration expertise with a set of software products that provide a wide array of data and insights about subscribers' preferences and behavior. Service providers can use the insights gained in this way to enhance their customers' service experience and their own business performance.
The framework includes two new innovations. First, it lets service providers sift through the large amount of customer data in their networks to find the pieces of information that are most useful for enhancing a subscriber's service experience. Service providers can use these realtime, actionable customer insights to intelligently manage the growing traffic in their mobile broadband networks by offering customized tariff plans and quality packages as part of targeted marketing campaigns. For example, the framework can identify subscribers whose tariff plans are not suited to their data usage habits, allowing the service provider to offer those individuals more beneficial packages.
The second innovation is the way the framework, unlike any other software before, enables a subscriber's experience to be visualized and modeled in a graphical presentation, based on "customer experience indexes". These indexes are values that sum up how subscribers are experiencing their service and relationship with the service provider. The indexes are based on a sophisticated and customizable combination of factors such as customer perception data, customer subscriptions, monthly invoices, service usage patterns, and recent problems with the service. A service provider's marketing department can use the indexes to create personalized service packages for individual customers.
"Today, it is hard for service providers to leverage the full potential of the realtime customer data at their disposal," said Juergen Walter, head of Business Solutions, Nokia Siemens Networks. "We are offering a way for them to not only use this data to improve their insights about customer behavior, but to go even further and use longterm trend analysis and customer understanding to trigger automatic actions across the organization. This enables service providers to better respond to their customers' needs and generate new revenues."
For example, a service provider can analyze data in realtime to quickly introduce customers to individualized services by automatically launching accurately targeted micromarketing campaigns based on predetermined criteria. A leading African operator expects to increase revenues by 25 million euros in 2010 using this approach.
The Insight & Experience Framework is built on top of Nokia Siemens Networks' market leading subscriber data management (SDM) solution. Together with other cuttingedge software that are part of the framework, such as Serve atOnce Traffica, the company's SDM solution serves over one billion customers of more than 200 service providers. The framework combines the company's consulting and systems integration expertise with software that can process data related to, for example, subscriptions, charging and billing, services and applications, devices, and subscribers' perception and satisfaction. The result is a customized framework that complements customer relationship management (CRM) in a unique way.
Visitors to Mobile World Congress can view sample uses of the framework at Nokia Siemens Networks' Experience Center. A key component of the framework - Nokia Siemens Networks' Customer Care Automation solution - has already gained recognition in the industry and has been shortlisted for the GSMA Global Mobile Awards 2010 in the category of "Best Billing and Customer Care Solution".
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