- July 28, 2017
Our client was a telecom carrier which had been experiencing issues with churn and net customer retention and wanted to invest in building better customer relationships. The goal was not just to stop the net loss of customers but to grow the overall customer base. This would require several capital projects, some focused on network upgrades and capacity planning while others were focused on the customer interface through the call centers serving customers across the country.
We were selected to help with the upgrades to CRM capabilities, which required dialog and planning with several departments, business and technical in order to create goals and a plan to meet all the requirements of the business.
The client was faced with a customer churn problem with thousands of customers canceling services and leaving for competing carriers due to issues with service, handsets and unmet expectations. The client needed to turn this situation around and do a better job with customer retention and growth to turn the resulting slide in revenues and business performance.
Part of the problem was the aging CRM systems in the national call centers, which did not adequately enable the call center representatives to present customers calling in with the appropriate options to motivate them to stay on as customers. This gap included handset upgrade and discount offers, new service offerings, etc. which needed to be customized to each customer based on the level of persuasiveness needed to retain the customer.
How we helped
We led a 150-person distributed team through planning and execution of this program. Various business and technology departments were invited to the table to generate a list of functional upgrades to the existing platform to bolster existing customer retention practices.
The selected solution was built on top of a business framework which included customer segmentation, preferences management, targeted offers, fulfillment, disposition tracking and reporting. A variety of new technologies were utilized to replace the existing capabilities of the legacy CRM platform. Remote teams were brought together in a single location to enable a week-long joint application development brainstorming session which resulted in an expedited development of the platform architecture and a prioritized set of use cases.
We managed a large portion of the entire program, enabling far flung teams to better collaborate to build an integrated product which was completed on schedule and within budget.
The client was able to achieve the NPV and customer retention/addition goals which had been created as a part of the business plan.