1. Case study: Asian Operator
Designs Strategic CRM
Roadmap
Customer-focused transformational change allows
a telecom operator to anticipate customers’
needs and provide a customized service across all
touchpoints.
COPYRIGHT © 2014 ALL RIGHTS PROTECTED AND RESERVED.

2. The Challenge: Launching an organization-wide CRM system to improve
customer service
Challenge:
Telecom operators are under intense
pressure to keep operating
costs, while growing customer
share, improving customer
retention, and increasing revenues
with new service expansions. To meet
these challenges, many are
increasing their investments in CRM
solutions. In 2012, a leading Asian
operator embarked on a
transformational change to improve
its customer focus by developing
capabilities to anticipate customers’
needs and provide a customized
service across all touchpoints. The
client decided to launch an
organization-wide CRM system to
enable this transformation and
provide deeper insights into customer
needs, behavior and value.
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3. The Approach: Three phases to an integrated customer experience
Peppers & Rogers Group worked with the operator in a three-phased approach. In the
first phase the team conducted a current state assessment to:
• Understand capabilities in terms of data integration, customer analytics, customer
experience management (CEM) and customer value management (CVM)
• Understand the pain points across customer lifecycle for all business units
• Determine best practice examples
• Help determine best practices examples
Phase 1:
The team used its CRM framework to assess all the main dimensions of a CRM
implementation system. Using this framework we highlighted the issues around each subcomponent, the impact on day-to-day business, and the readiness for it to be integrated
into the CRM system.
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4. The Approach: CRM Assessment Framework for Readiness
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5. The Approach: Creating moments of customer delight
Phase 2:
In the second phase, the team developed customer
delight moments that can be achieved once the CRM
system is in place. Because a CRM system is switched on
by phases, the team provided more than 50 customer
delight moments that the operator can implement.
These wow-factors were prioritized by ease of
implementation vs. business impact.
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6. The Approach: Customer delight example
Below is an example of how the team set up a customer delight moment around the reimbursement
of funds to a customer who experienced drop calls. The CRM system can automatically sense a
dropped call and reimburse the amount of the call duration back to the customer, thus creating a
wow-moment that shows that the operator is constantly looking out for its customers.
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7. The Approach: Prioritize a customer-centric action plan
Phase 3:
Finally, Peppers & Rogers Group recommended an action plan based on the client’s
customer-centric vision, along with existing capabilities and gaps. The team developed
an 18-month roadmap of all the non-technology activities that need to take place for a
successful CRM launch. Some of the key points were related to activities such as
PMO, customer segmentation, data transformation and integration, customer
analytics, and customer experience strategy.
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8. Insights & Outcomes: Take Action Around the Customer Experience
Given Peppers & Rogers Group’s assessment and
recommendations, the operator is currently
reviewing its next steps, including aligning
recommendations with organization strategy and
goals and prioritizing certain initiatives for pilots and
deployment. The operator has new insight on what
organizational capabilities they need to develop in
parallel to a technology roll-out.
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9. www.peppersandrogersgroup.com
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