Mario Nolla, vice president analytics and consulting practice at Flytxt, talks with CommsMEA about the challenges that operators in the region are facing when analysing information in real time.
CommsMEA: How telcos can leverage deeper insights to drive customer experience?
In MEA, telcos are looking to provide a differentiated customer experience to stay ahead. Right analytics driven insights can contribute significantly to this end and increase their profitability.
With 3G and 4G adoption and smartphone penetration, telcos now have access to lot more information. We have use-cases where analytics has gleaned out important insights from telco’s data and helped them personalise communication based on customer’s persona and current context across touch points.
Telcos need to utilise the data available with them to remain innovative and customer-centric, otherwise they will be considered as mere pipe provider.
CommsMEA: How has Flytxt enhanced its solutions for the operators?
The vision of Flytxt is to help operators generate economic value from data available with them. It can be with internal monetisation use cases where it helps telco increase revenue, reduce churn, improve customer experience; or external monetisation use cases to generate new revenue streams through adjacent services. If you combine the vast amount of data available with telcos and the data generated in another industry, it opens up new possibilities to monetise the data.
CommsMEA: What challenges are operators in the Middle East and Africa region facing when analysing data to improve their customer experience?
One of the main challenges is managing the huge amount of data coming in at high speed and from multiple sources.
Integrating big, fast data to get a holistic view and to derive meaningful insights requires the right analytics technology and specialised skill sets.
The second challenge is consuming these insights to act faster, thus enabling contextually relevant communication and creating seamless customer experience.
The opportunities to serve customers are short-lived, so actionable insights and faster decisioning is key.
CommsMEA: How can operators create a customer engagement strategy?
In terms of the strategy, the key is to create a consistent experience across the life cycle of the customer. Each subscriber is unique and there is a need to understand them at a deeper level throughout their journey with the operators. Advanced analytics allow operators, not only to see a customer as a number— meaning the number of calls or international call they made, but to turn the data into a person, understanding what their tastes and preferences are and proactively attending to them.