Head of CRM
Get the next best offer to a segment of one
Telenor combines advanced analysis with sales and business knowhow, leading to improved knowledge of each customer's needs
Modern businesses hold a significant amount of insight on their clients. But few have put this knowledge into an established system, which makes mobile operator Telenor’s new system one of a kind. Over the past two years, Telenor has developed a guidance tool, Automated Sales Tips (AST), which has exceeded all expectations.
We need to understand each individual customer, to make sure the offers we present them are not too general. The models allow us to make relevant offers based on more than just what makes sense for the customer to buy in terms of price logistics.
In 2012, Telenor Norway designed a strategy intended to pioneer how it promotes, guides and sells its mobile services. The company wanted a more personalized way of interacting with its customers, in addition to a new, improved sales approach. Developing the new strategy involved incorporating accumulated intelligence data to provide Telenor´s customers with adapted and better services and offers, presented through the best-suited channels.
“Among other aspects, we looked at how our 800 people working in customer service could also sell products and services, without the customer feeling pressured,” says Ketil Sandvand, Head of CRM at Telenor. In developing the AST project, Sandvand and his department have attracted the attention of the whole telecommunications group.
The goal was to create a solution to ensure customers would receive offers that were relevant to them. This would lead to increased sales efficiency and make the guiding role for Telenor’s customer service staff more comfortable. At the same time, satisfaction among customers would increase, improving their customer experience and making them more willing to recommend Telenor to others. Eventually, the goal was to apply AST across all departments and channels.
To achieve these aspirations, an analysis of Telenor’s customer base and a total overview of all products and offers was necessary. Based on the collected information, the sales tips most relevant to a specific client appear on the computer screen of customer service and sales staff. The same offerings also appears on the client’s personal login page, “Mine Sider,” as well as throughout other Telenor channels. The development of these various sales tips are based on 70 models designed using statistical analysis. In parallel, a range of analytical business rules were established to ensure Telenor did in fact offer the products that the customer can actually receive.
Working with SAS, Telenor developed a “model factory,” monitoring the validity of all 70 sales models. Whether a customer accepts or declines an offer strengthens or weakens a model. Based on the customer´s response, the models are analyzed and altered to improve accuracy.
“We have strengthened our analytical expertise around customer behavior that relates to sales,” says Sandvand. “We need to understand each individual customer, to make sure the offers we present them are not too general. The models allow us to make relevant offers based on more than just what makes sense for the customer to buy in terms of price logistics.”
An omnichannel approach
The project aims at making it possible to benefit from new customer intelligence across a wide range of channels. The goal is to understand which channels the customer is likely to prefer when completing the transaction, as well as creating a seamless customer experience across different channels.
“We have to take an omnichannel approach,” says Sandvand. “This is the future for us. We are not quite there yet, but we are working hard right now to understand and define which channels different customers prefer at different times.”
Sales in real time
“It takes just half a second for the machine to calculate which offers the customers will be interested in when they contact us,” says Sandvand.
Large volumes of data are processed in real time, making it possible to provide the customers with the best possible “next best action of offer.” This is known as real-time decision management, which is part of SAS’ customer intelligence suite of offerings.
Support from the top
One of the crucial success factors was strong support from management. Key executives at the director level were involved from the beginning, making this one of the most important strategic projects at Telenor.
“This means there is still a strong desire to invest in the project going forward, in order to further develop the solution,” says Sandvand.
The project was delivered both on time and within budget. It has resulted in significantly higher sales, particularly among the 800 people working in customer service, without requiring them to exceed the level of service or handling time. Return on investment has far exceeded expectations.
Naturally, Sandvand is very pleased with the success of the AST project at Telenor. “It is one of the most exciting projects I have ever been involved in from a professional point of view,” he says. “I have learned a lot, and working with people who contribute that little extra is inspiring.”
Telenor needed a system to ensure more personalized sales and dialogue, with offers that were relevant to the individual customer as well as profitable for Telenor.
Real-time next best offers increased sales and improved personal service.
Telenor Group is one of the leading mobile operators in the world, with 176 million mobile subscriptions. Telenor’s wholly owned Norwegian mobile operation is the country’s leading telecommunications operator.