Use of Smart Data during Customer Journey Smart data driven by enhancements such as AI and machine learning inform key lifecycle points throughout the customer journey, starting with acquisition, then establishing the service-user relationship through engagement, and enhancing the experience through service upgrades and cross-sell opportunities that drive retention and temper churn. Within each critical point, smart data enriches each key activity outlined below. Acquisition
• Service offering concept • Service offering campaign • Sales leads • Service subscription purchase channels • Service subscription options (standalone vs. bundle, monthly vs. annual) • Cost of acquiring customers Engagement • Personalized content recommendations • Customized marketing and promotion messages • 360° customer support (automated self-help vs. omni-channel with call center) • Streamlined e-commerce system for seamless service transactions
Upgrading and Cross-sell • Customized upgrade service opportunities • Customized cross-sell opportunities across business lines
Retention • Management of service renewal process • Management of other retention initiatives • Guided flow of customer journey • Ongoing customer support (self-help vs. omni-channel with call center) • Integration within CRM and analytics toolbox • Predicting potential service problems with proactive messaging and issue resolution
The overarching goal is to utilize data to empower OTT service providers and other digital media and entertainment companies to operate an omni-channel platform that allows them to accomplish the following: • Scale more quickly • Increase user, subscriber, and revenue bases • Strength retention efforts to maintain a long-term customer relationship and increase customer lifetime value • Increase overall agility, enabling organizations to deploy new service offerings and enhancements more seamlessly and rapidly • Lower the overall cost of doing business
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