If we look at the market today, introduction of third generation mobile telecommunications (3G) and mobile number portability (MNP) has thrown up unprecedented challenges in the field of customer management strategy. In addition, service providers have to grapple with the unique business requirements in each circle, diverse customer profiles and varied cultural traits make customer relationship management complex. Fierce competition between operators and falling average revenue per user (ARPU) further add to the challenges. There is no doubt that the operator who effectively addresses all these challenges will emerge a winner. Operators are realizing this and are increasingly empowering their contact center agents.
The days ahead will witness proactive initiatives aimed at ensuring customer loyalty and
innovative engagement strategies.
In order to pass on value to our clients from the voice of customers that we capture through our interactions, we undertake regular focused-group discussion with a cross section of our agents. This provides us with necessary insights on products and services as well as efficacy of tariff plans vis-à-vis competition.
While those are external factors, there is a lot of strategy work that we do internally to ensure operational savings. Since this is a cost center for the clients, it is our endeavor to come up with solutions to save costs and eventually turn this into a profit center. Under the annual operating plan, we continuously attempt to reduce repeat calls, calls per subscriber etc. To give an example, Firstsource provided comprehensive customer support services to one of the telecom companies here, using standardized processes, to minimize capital expenditure, save operational costs and drive efficiencies. The team took over processing of more than 10 million complex transactions across revenue and service functions. Firstsource’s expertise in customer related operations management support system (OSS) and billing support system (BSS) brought in significant advantage to the client.
The team helped the client in reducing their fraud detection time significantly by 75%. The streamlined revenue assurance processes helped prevent revenue leakage of USD 5 million per annum.