INTELLIGENT BRANDS // Mobile Technology
MTN Nigeria takes customer
experience to new levels
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between different service providers costs the
provider money. Firstly, they lose the revenue
and secondly, they need to spend money on
promotions and marketing to try and win
that customer back. However, if you know
what the needs of your customer are, you
can address those needs proactively, reduce
churn and wouldn’t have to invest in trying to
reacquire that customer. A happy customer is
more inclined to spend more money on your
network, resulting in increased revenues.”
M
TN Nigeria has taken a bold
approach to customer service,
showing that its customers are at
the core of their organisation. Using Nokia’s
Customer Experience Management (CEM)
solution, it will drive its transformation from
network to customer-centric operations to
improve the overall experience for its 52
million customers.
The inherent automation and intelligence
that is built into Nokia’s CEM solutions
help service providers operate more
efficiently and enable them to seize new
business opportunities while ensuring
subscribers receive the maximum benefit
from their services.
“MTN Nigeria is the first service provider in the
region to deploy our Cognitive Analytics for
Customer Insight, formerly known as CEM on
Demand, with our Service Quality Manager
(SQM) software,” said Henrique Vale, MEA
leader for Applications and Analytics Global
Centre at Nokia. “Using powerful Machine
Learning algorithms, Nokia Cognitive
Analytics for Customer Insight software gives
the operator a complete view of customer
satisfaction and revenue as well as device and
network performance.”
www.intelligentcio.com
The global expertise of Nokia Analytics Office
Services will further enable MTN Nigeria to
maximise the benefits of Nokia software.
“This, in turn, enables MTN Nigeria to quickly
identify service issues, such as poor voice
call and data session quality and they can
prioritise improvements based on customer
and business impact.”
But why is perceived experience
even important?
With rife competition in the Nigerian telco
market, MTN Nigeria needs to ensure that its
customer knows that the company has their
best interests at heart.
“We, as humans, tend to buy services from
entities that provide us with a good quality
service and has our best interest at heart,”
added Vale. “We want our service providers
to know who we are and what challenges
we are experiencing. By implementing this
CEM solution, MTN Nigeria will be able to
identify challenges upfront and engage
with individual customers to acknowledge
the issue, determine a solution and provide
personalised service to solve the issue.
“The telco industry is known for churn,
therefore by providing proactive solutions to
customer challenges, MTN Nigeria can reduce
this. Customer churn or customers moving
“Additionally, they will be able to accelerate
their transformation process and adopt
new advanced capabilities, such as data
science and automation,” said Vale. “We
are currently in the adoption phase of
the project and our immediate priority is
to ensure that MTN Nigeria sees a return
on their investment. Then we can further
guide them on their digitalisation process
by helping them automate processes that
will allow them to automatically detect
VIP customer issues so that these can be
resolved proactively. This way they can
improve on the customer experience and
manage customer expectations better.”
Uche Osuji, General Manager of Network
Performance at MTN Nigeria, said: “Through
the Nokia CEM solution, we will improve our
customers’ experience, providing faster and
smoother connectivity on voice and data
services, as we create a more personalised
experience for them based on their usage
and service requirements. The solution will
also enable us to proactively identify and
resolve service impairments, respond to
complaints from our teeming customers
much faster and create a premium service
experience for them.” n
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