Presented By:
Scott Radcliffe and Chad Jones

Program Content:

With a wealth of new service choices available to subscribers — and efficient, high-capacity new platforms from which to provide those services — these should be halcyon days for telecommunication service providers and their customers.

Yet many providers are struggling with the ever-increasing complexity and cost of networks, service choices and business processes.  With so much energy focused on internal change, competitive pressures and local metrics, it’s harder than ever to optimize the customer experience — and the overall value of customer relationships.

To address this need, many service providers have have invested heavily in customer relationship management (CRM) programs. Yet in spite of all the potential for bottom-line benefits from these systems, few companies wring the ROI they should from their analytical CRM investments. A large number of these projects are unsuccessful.  Even the successful ones often don’t deliver the payback they should.

This seminar describes a profit-oriented customer experience management (CEM) approach that drives a continuously improving process of learning by doing. With these best practices, service providers can:

• More fully understand how customers are engaging with the company, and embed that knowledge into all customer touch points and management practices.
• Quickly identify ways to reduce churn, fine-tune program efforts based on multi-dimensional information, and implement programs that leverage expertise across the organization.
• Systematically record customer management actions and results, and use that information to iteratively learn and enhance best practices over time.

Learning Objectives:

Customer experience management, as a cohesive strategy that spans the entire organization, requires analytical competencies across many areas of the company. The success of a CEM framework will depend on the company’s excellence and know-how in the following key areas we will discuss today:

• Strategic analysis and optimization — forecasting, lifecycle analysis, program development and reporting.
• Program design — developing hypotheses that drive design, execution, and measurement of customer experience management initiatives that minimize churn and increase revenue and profitability.
• Optimization sciences — The ability to design, build and employ advanced analytical systems that provide predictive models, segmentation analysis, mathematical optimization, experimental design and inference testing required to evaluate specific customer management actions.
• Touch point optimization — Synchronization and optimization of intentional customer interactions across direct marketing, contact centers, online and other touch points.

Intended Audience and Level of Understanding:

This seminar is for “C” level executives and direct reports, those responsible for customer acquisition, customer retention, revenue per customer, and costs associated with serving customers. Other interested parties are customer service and marketing process owners, finance managers, business analysts and business intelligence thought leaders.

This seminar will benefit leaders tasked with developing customer management strategy and plans, processes ‑ those folks stuck in the middle of the storm, and responsible for acquiring, retaining, and maximizing profits from customer relationships.

Additional Information

For information about analytic solutions for communication service providers, visit the SAS.com.

About Scott Radcliffe and Chad Jones

Prior to joining SAS, he was the Director of Decision Sciences for the Customer Life Cycle group at Nextel where he helped develop targeting systems and predictive models used to accelerate mobile content marketing, while driving monthly customer churn down by over 40%. Driving the development of integrated customer intelligence systems at MediaOne, Scott enabled performance improvements in marketing and service delivery for interactive media products. Scott also served as a Product Development director at AT&T Broadband, where he led the testing and market launch of Interactive TV services on both Motorola and Cisco (Scientific- Atlanta) platforms. Scott held multiple management positions at GTE Wireless, receiving Customer Excellence awards for driving the use of customer intelligence to enhance the individual customer experience.

With this experience, he understands how enterprise customer intelligence can drive the cross-functional synergy required to enable customer-driven organizations to think and act quickly and systematically to solve business problems. With undergraduate and graduate degrees in sociology and quantitative methods, Radcliffe began his career as a behavioral modeling analyst, designing customer models and conducting business optimization studies in the energy, media, banking and travel industries. He can be reached at: scott.radcliffe@sas.com.