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Orbitel. Convergent Billing as part of an effective marketing and sales strategy Olga Botero de Duque.
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Orbitel Convergent Billing as part of an effective marketing and sales strategy Olga Botero de Duque
If you want to see the Caribbean, go to Cuba or Dominican Republic;If you want to see the Pacific Ocean, go to Chile;If you want to see The Andes, go to Ecuador;If you want to see The Amazon, go to Brazil;If you want to see the pre-Columbian cultures, go to Mexico or Peru;BUT if you want to see all these things together, your destination is definitely Colombia.” Advertisement used by French travel agency
Colombia Land Frontiers: Venezuela, Peru, Ecuador, Brazil and Panama Coast Lines: Atlantic Ocean and Pacific Ocean Population : 45 million (71% urban, 28% rural) Capital: Bogotá, 6.9 million inhabitants Climate: Tropical (climate based on altitude) Time: 5 hours behind GMT Official Language: Spanish Currency: Peso (COP vs. US$ 2004; COP$ 2,350=US$ 1) GDP (2004): US$ 263.2 billion (growth rate 3.9%) GDP per capita (purchasing power parity) (2004): US$ - $6,300 Fifth largest economy in Latin America, following Mexico, Brazil, Venezuela and Argentina. Second Foreign Direct Investment destination in South America.
Long distance operator for both fixed and mobile lines. • Access Code – 05, 005 • Additionally : Data, broadband, and Internet services. • Started operations Nov. 1.998 • Only private long distance operator. • With operations in 3 countries. • Market Share (Nielsen): DLD: 32.4 %, ILD: 44 % • Achieved positive net income after two years of operations, four years before expected in the business plan. • In the 4th year of operation, Orbitel became # 1 Company in International Long Distance.
Orbitel serves 75 out of the 100 largest corporations in Colombia. • Distinguished as one of the five most successful business cases in Colombia by Harvard University, Gold Service International and Cambio Magazine. • Best e-commerce solution in Colombia 2002. Microsoft. • Social consciousness: 83 Integrated Sites of Social Telecommunications installed in remote and needed regions of Colombia. • Proexport – Exporting Company 2004
To differentiate and compete … • Product leadership ? • Operational excellence ? • Customer relationships and experience?
Products... It is just a matter of time and $$$ for the competition to copy them
Operational Excellence... A must !!!
. . . Lifestyles instead of just brands “Communication should never be commissioned from outside the company, but conceived from within its heart." Luciano Benetton - Campaign : Food for Work
“When was the last time you felt this strongly about anything ?”
. . . Experienceinstead ofjust products or services “ We are not in the airline industry. We are still in the entertainment industry, only at 30.000 feet” Richard Branson
Brand values • Value for Money • Good Quality • Brilliant Customer Service • Innovative • Competitively Challenging • Fun
We thrive for a total customer experience emotional connectionconsistent execution sensorial responses
Our competitive strategy : Experience thru relationships that make the difference Deep customer knowledge that generates value for both
Total Customer Experience Customer Relationships Customer Service We have gone from Service to Experience • Values • Trust • Retention • Deep customer knowledge • Intelligent interaction - segmentation • Consultative selling • Closeness • Solving • Commitment
Managing the customer experience CUSTOMERS Define Customer Values Design Experience Align People Measure Improve Value Generation • Customer expectations • What the customer values • Differentiators • Strengths and inhibitors • Brand • Relationships • Interaction • Execution • Culture • Processes • Process results • Customer KPIs • Processes • People
We are building our differentiated experience .. Our customer values : Happiness Optimism Friendship Innovation Excellence
Advertising – brand Products Sales E-Orbitel Claims and Help Desk E-mails – direct mailings 150/158 Call Centers Franchises Experience Values Collections Invoice - Billing Employees Unique and Memorable Experience Loyalty
TOTAL CUSTOMER EXPERIENCE Customer knowledge Segmentation / LTV Differentiated Valued Offer Differentiated Relationships & Treatment Switching costs BRAND MANAGEMENT Measurements : Satisfaction – Retention /Churn Rate – LTV - Brand behaviour
By needs • By tier Levels according to customer value • AA, A, B, C TOTAL CUSTOMER EXPERIENCE Customer knowledge Segmentation / LTV Segmentation / LTV Differentiated Valued Offer Differentiated Treatment Switching costs BRAND MANAGEMENT Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
Product portfolio : DLD, ILD, VoIP, IP Packages, IPLs, IAPs, VPNs, Voice ONNET and Voice OFFNET, complete IN portfolio • Pricing strategy • Billing information analysis • Consultative selling • Training TOTAL CUSTOMER EXPERIENCE Customer knowledge Segmentation / LTV Differentiated Valued Offer Differentiated Valued Offer Differentiated Treatment Switching costs BRAND MANAGEMENT Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
Differentiated sales force • Direct sales force • Distribution channels, Internet, Contact Centre • Specialized sales force • Differentiated customer management : • Frequency of contacts • Contact intensity • 360 view of the customer TOTAL CUSTOMER EXPERIENCE Customer knowledge Segmentation / LTV Differentiated Valued Offer Differentiated Treatment Differentiated Treatment Switching costs • Differentiated billing • Direct vs. indirect billing • Personalized billing • EBPP - MBPP • Information analysis • Collections • Claim management • Differentiated customer service: • Different SLAs • 158 vs. 1-800 • Service Channels BRAND MANAGEMENT Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
Usage incentives • Frequent Caller - points based program • Information management and analysis • Annual balances • Programming PABX • Sharing knowledge and experience • Consultative selling • Training TOTAL CUSTOMER EXPERIENCE Customer knowledge Segmentation / LTV Differentiated Valued Offer Differentiated Treatment Switching costs Switching costs BRAND MANAGEMENT Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
Billing is at the heart of • Customer knowledge and segmentation • Product portfolio and bundling • Promotions and Pricing strategy • Frequent caller programs • Billing customisation & information analysis for customers • Auto- servicing : EBPP, MBPP • Building TRUST
275.000 Points I PAQ65.000 Points
Billing information analysis Detailed and historic information
Historic information Customisation
Experience Values Vantive E-Orbitel Contact centers - Genesys Prepaid and IN Data Link Biztalk SAP Gestel Billing Frequent program Customer Data Marts CCB
Billing – in the middle of • Relationships with • Sales channels – commisions • Carriers and partners – compensation • Financial institutions - payments • Customer self – service • Contact centers • Web • Mobiles
TOTAL CUSTOMER EXPERIENCE Customer knowledge Segmentation / LTV Differentiated Valued Offer Differentiated Treatment Switching costs BRAND MANAGEMENT Measurements : Satisfaction – Retention /Churn Rate – LTV Brand behaviour
Our brand • A brand is not what you say it is, it is what THEY say it is. • The degree of trustI feel towards the product, rather than an assessment of its features and benefits, will determine whether I’ll buy it. • Trust is the ultimate shortcut to a buying decision and the bedrock of modern branding. • The Brand Gap - Marty Neumeier
CINCO our vehicle - icon Happiness, Friendship
Innovation : Communicate fast and easy. It is in your hands.
Telecom ORBITEL 007MUNDO TOP OF MIND evolution from december’01 to april’05 Source: Advanced Tracking Programme –Millward Brown
TELECOM ORBITEL 007MUNDO TOP OF HEART : If there was only one long distance company ¿Which one would you rather have? Source: Advanced Tracking Programme –Millward Brown
Image Billing Communication Price Plans Advertising / products and services Closeness Plan Subscription Customer Processes & Impacts Pyramid Very Important Important Source : Customer Satisfaction Survey done by INVAMER-GALLUP Colombia using Gallup’s Methodology.
INVAMER - GALLUP Satisfaction Results – Dec’04 Source : Customer Satisfaction Survey done by INVAMER-GALLUP Colombia using Gallup’s Methodology.