Enhanced User Experience And Cost Savings Are Making Telenor India Even More Competitive 12.161 TELECOMMUNICATIONTELENOR INDIA ANALYTICS PLATFORM TERADATA.COM Telenor India a quick overview Analytics Platform 5 Key challenges 5 Benefits Of Teradata Implementation Discovering and retaining Complex project (including 1 upgrading to Teradata 14.1 and a 1 profitable customers. hardware floor-sweep) completed on time and in-budget. Increasing share of data BI ecosystem provides a single 2 revenue without affecting 2 point of access to near-real-time voice business. information, and a single version of the truth. Deciding where to trim Customer-centric architecture 3 or invest in the network. 3 enables a 360° view of customer behaviour, which helps increase campaign conversion rate. Reducing call-centre 4 costs (outsourced). 99.99% reporting accuracy, with 4 a five–day turnaround for financial closing reduced to two days. Satisfying escalating financial 5 reporting requirements. Self-service, USSD-based 5 application reduces call-centre costs. Looking Ahead Installing the latest high-end servers has given Telenor India the requisite computing power and flexibility, together with a solution to manage the next level of analytics and enhance the BI experience. Now the system is capable of handling higher volumes and variety at higher speeds, and they expect to be providing real-time data very soon. Telenor India’s 53.5 million pre-paid mobile subscribers benefit from a simple proposition: Most affordable deals online, guaranteed, for all basic services. 2 TELENOR INDIA ANALYTICS PLATFORM TERADATA.COM Enhanced user experience In addition, Telenor India wants to ensure that as Internet usage goes up, its data-revenue percentage also increases and cost savings are making without affecting the voice business. Market trends indicate a rise in smartphone penetration in non-urban areas, which Telenor India even more is expected to trigger significant data consumption. By competitive early 2017, Telenor will launch a state-of-the-art network, delivering high-speed internet and enhanced service quality to its customers. “Our goal is to provide an efficient network to deliver affordable mass-market mobile services” explained Avinash “We want to become the preferred Mittal, CIO, Telenor India. “We’re focusing on customer partner in the digital life of our insights because we want to offer relevant services to our customers by offering affordable customers.” mobile data to the masses.” Consequently, Telenor India is also looking at Big Data projects to make sure they develop a better understanding Tanveer Mohammad, COO, Telenor India of customer behaviour. Investing in success In one of the most competitive telecommunications Telenor India has regularly upgraded its IT systems to markets in the world, more than 10 operators are maintain its market position. The company’s previous fighting for a share of the Indian market that represents upgrade (phase three, 2012) was expected to last for 1.21 billion people. (Telenor India operates in six of India’s five years. However, due to rapid changes in the market, 22 circles, or regions, covering 50% of the population). phase four had to be implemented much earlier than expected (October 2014). Not surprisingly, protecting revenues, maintaining a high-quality service, retaining valuable customers, Why? Because system users - inspired by the much- and managing costs, are high on the agenda for improved 2012 system - ran lot of heavy campaigns, every operator. And as the market turns more digital, causing usage numbers to rise exponentially. This data monetisation, optimal network planning, real- meant a lot of data churning had to be done overnight time marketing campaigns, and decision-making are and usually it would spill over to the mornings. Then becoming essential agents for survival. the situation would heat up all over again with business planners firing major I/O-consuming queries and the Critical challenges. Endless possibilities. system would choke. India is a very price-sensitive market, and with mobile To catch the knock-on effects threatening to bring the subscriber numbers growing exponentially in urban system down, we deployed full workload management – areas, there’s a high chance of encountering users with TASM (Teradata Active System Management). But, clearly, multi-SIM phones. Telenor India has focused on the pre- you can’t stop users firing-off these sorts of queries - that’s paid segment of the market and targeted mass-market exactly what these systems are built for. Telenor India users with affordable voice and data services. Telenor realised they had to bite the bullet and expand, and that the also realises that for many subscribers, their connection latest OS - SLES 11 would enable them to do a lot more than is a secondary SIM. So now, after gaining more than 53 their current systems. million customers in less than seven years, the focus is on retaining their most profitable customers. “Now we can prioritise queries, segment customer needs, and load data in a timely manner, meeting timelines as a Business Intelligence (BI) is a key element in Telenor matter of course.” Avinash Mittal, CIO, Telenor India. “ India’s technology architecture. So, the deployment of cutting-edge technology and simplified processes “When we replaced the old system, we introduced higher is essential if Telenor is to get the most out of its BI efficiencies and saved on cost. The entire system was ecosystem (near-real-time data availability, a 360° environmentally friendly too. Eight physical cabinets view of Telenor India’s customers, a single version of were reduced to just two and the new set-up doubled the truth, and ask-any-question capability, for instance). performance.” Abhay Gupta , Head Analytics, Telenor India. 3 TELENOR INDIA ANALYTICS PLATFORM TERADATA.COM Making BI more efficient and cost-effective To ensure that relevant information is easily accessible by subscribers, we developed a Self-Care Manager. This system pulls data from all relevant sources to provide customers with near-real-time, single-point access to the BI ecosystem. The whole USSD-based self-service application was built from scratch to ride on top of the BI. So, if customers are looking to recharge or they need assistance with anything, they access the USSD platform instead of calling the call centre. USSD has become a key campaign and self-care channel Rocket Recharge for Telenor India. It has helped Telenor manage costs without compromising customer service, because each Telenor India subscribers can now dial *234# and second a customer is on the line with a call centre agent choose their own, customised, Rocket Recharge. is an expense for the company. All Telenor India’s call The system analyses individual usage patterns and centres are outsourced, so reducing the number recommends the optimal recharge amount with of inbound and outbound calls cuts expenditure. additional bonuses like extra talk-time, extra SMSs, or a discounted VAS product. Near-real-time data in BI means that customers can check their balances and usage, receive data settings, Telenor India’s BI has nine macro segments for find stores, check complaint status, and much more customers. It also has over 2,500 micro segments via the self-help channels. At the same time BI enables with added KPIs for type of usage, balance, and self-activation menus to allow Telenor India to promote days of inactivity, to provide low-level customer- campaigns, offering Rocket Recharge*, VAS (Value profile granularity for targeted campaigns. Added Services) activation, and up-selling products in an extremely efficient and low-cost channel. The objective of Rocket Recharge is to leverage New BI insights mean that Telenor India segmented data and incentivise retailers to up-sell can tell, precisely: segmented customer offers. Agents use their •Telenor which India towers SIMs are to underperforming discover which offers and are availablewhich areand more the commission valuable. on offer (payment takes <3 minutes). Accordingly Telenor India have • how much needs to be invested in which achieved a 20% increase in monthly recharge locations. revenue, 25% of the total being due to Rocket •Recharge. which towers they can shut down in their drive for network optimisation. “USSD, data insights, and BI, have taken customer centricity to a whole new level.” Tanveer Mohammad, Chief Operating Officer, Telenor India. 4 TELENOR INDIA ANALYTICS PLATFORM TERADATA.COM Less than nine months after USSD launch: Strategic decisions based on fact • Around 48% of customers have used the platform Traditionally, a brand views its organisation as a single more than once. business unit, assessing profit and loss at company level. Telenor India’s operating model favours a Currently: cluster strategy, focused on customer experience • More than 6 million hits are handled every day. and profitability enabled through strong, hands-on performance management. • Around 2 million unique subscriptions, daily, via Self-Help channels (USSD, IVR, WEB, Mobile Apps) Each cluster covers a small geography with its own to check usage, offers, and to activate services. group of assets (sites, infrastructure, retail, stores) and operates as a profit centre. Consequently, the Rounded customers are more responsive new upgrade has enabled local BI insights that are being used in better network planning and targeted The BI Enterprise Data Warehouse provides a promotional activities leading to increased profitability, 3600 view of customer usage, top-ups, payments, better customer experience, and a 25% increase in interactions, CIM data, sales & inventory management, performance across the segments. and VAS activations. These insights are used to create behaviour-based profiles (e.g. high-probability churners, prospective up-sell for VAS or voice, new customers, high-value customers) which trigger call-centre routing Bringing down patterns like placing customers in the churn queue, call-centre costs VAS up-selling, First Call Activation, or Data Pack GPRS bundles. CRM has always been available to help resolve customer queries through online activities or raising service As a result: requests for inspection and closure.