Page 507 - Handbook of Modern Telecommunications

4-38 CRC Handbook of Modern Telecommunications, Second Edition

• Call center average sales per hour
• Call center average talk time
• Campaign performance
• Customer segment lifetime value
• Peak network volumes
• Uncollected receivables
• Customer satisfaction
• Develop complex reporting capabilities that allow one to uncover problems and discover new
opportunities; typical areas for analysis include the following:
• Market assessment
• Channel planning
• Competition assessment
• Strategy and pricing
• Customer penetration and profitability
• Customer segmentation
• Program definition
• Recognition of patterns relative to customer behavior and needs
• Develop statistical models that predict customer needs and behaviors; for example, one can build
models that predict a customer’s likelihood to do the following:
• Buy a new product
• Generate high profitability
• Respond to contacts through specific channels (e.g., direct mail, telemarketing, e-mail, etc.)
• Not pay their bill

In addition, models can be built that predict network growth and fraud based on traffic patterns in
the network.

4.3.4.2 Scoring and Segmentation
These provide the mechanisms for deploying score and segmentation rules developed through stra-
tegic decision support. Scoring provides processes that apply statistical models to each customer (or
prospect). A score from 1 to 100 is then assigned to indicate how well the customer fits the model. For
example, suppose that a model predicted who was likely to be a high-usage customer. This model would
be applied to each customer and a resulting score would be assigned.
A score of 100 would indicate a near-perfect match to the model, as opposed to a score of 1, which
would indicate that the customer did not fit the model at all. Segmentation provides a means for group-
ing similar customers. For example, one may segment the customer base between residential and com-
mercial markets. In addition, one may decide to provide further granularity by defining segmentation
within these subsegments. Defining customer segments is the first key step toward defining a customer
management strategy.

4.3.4.3 Campaign Assignment and Management
These start where strategic decision support and scoring and segmentation leave off. Now that we under-
stand what products to deliver, to whom, and how, it is time to set up a campaign to orchestrate the
contact activity. Generally, campaigns contain six key elements:
1. The list of customers to be contacted as part of the campaign
2. The channel to be used in reaching the customer
3. The product, program, and service to be offered
4. The incentive to be used in selling
5. The relationship relative to other campaigns
6. The priority relative to other campaigns