The Big Data Experience and Next-generation Care

Amdocs provides a (true) scenario to articulate how their product manifests in the customer experience to improve satisfaction and willingness to purchase more.  The example involves Ryan, a subscriber who recently changed jobs.  Ryan’s new position has him working from home, which wasn’t the case with his previous employer.  Ryan has started to use his mobile to connect to conference calls from his home office.  Ryan has a mobile plan for 1,000 voice minutes per month, but using his mobile more now than ever, he reached 70% plan usage before the mid-point of his billing cycle.  When he gets his bill he is shocked to see that with overage charges, his monthly bill had nearly doubled.  Disgruntled, Ryan calls his service provider to complain and dispute his responsibility for the dramatic overages.  The experience has incentivized Ryan to check plans with competing providers, to accommodate his additional use and mitigate its costs.

With Amdocs Proactive Care, the system would have noted the increase in his usage and identified that it was due to a dramatic increase in mobile to landline minutes specifically.  The system would further understand the appropriate course of action is to notify him of the risk he will go over his plan minutes and provide him to an offer of $15 per month for unlimited mobile to landline calling.  The Amdocs solution would have notified Ryan the first week that his usage trajectory had spiked, and by understanding the root cause of the spike (sudden increase in mobile to landline calling to a specific number, his conference call bridge), would have offered him the unlimited mobile to landline calling plan for $15 per month.  Moreover, the offer would arrive by email, which is his communication channel of choice.

By monitoring data sources to understand the customer lifecycle and processing dynamic customer context in real-time with the application of decisioning capabilities, service providers have the ability to change the moments of truth in the customer journey they provide.  By doing so, Ryan’s service provider could have avoided embittering a customer and the cost of fielding his call.  Furthermore, instead of attempting to remedy the situation with a discount, the service provider missed the opportunity to upsell the mobile to landline calling add-on.  Ryan’s service provider did offer the add-on when he called to complain, but unfortunately Ryan was not interested in entertaining the offer until he looked more closely at plans with competing providers.

Amdocs Proactive Care solution demonstrates the ability to compile meaningful insights from existing data, apply customer-specific context, and derive an appropriate and individualized course of action – all without human intervention.  The potential this holds for better managing operational costs, while preserving the integrity and trust that is required for customer loyalty, is the next generation of care made possible by harnessing the power the Big Data.