The digital lifestyle of consumers as well as the proliferation of smart devices and channels have intensified the speed and possibilities for digital interaction. Using vast amounts of customer data telcos can embark upon an analytics-driven evolution to deliver a seamless omni-channel experience. The omnichannel strategy, if executed correctly, has the potential to propel telcos to the leadership trajectory of the digital economy. They can not only leapfrog in the battle of customer ownership in digital space, but also create opportunities for ecosystem at large to generate significant business value from innovative digital services. This session will explore the approach and underpinnings required to achieve success in the digital world by successfully rolling-out an omni-channel strategy.

1. The Omnichannel Opportunity in Digital World
Unlocking the potential of connected consumer
Sanjeev Kumar, Senior Manager, Marketing, Flytxt

2. 2Flytxt. All rights reserved.8 December 2016©
Digital lifestyle: The capricious customer
Customer Expectations
I want
excellent
service
I want
consistent
experience

3. 3Flytxt. All rights reserved.8 December 2016©
Social channelsMobile AppsWeb ChannelsPhysical store
Channel proliferation: Social , Local, Mobile and More
• so
90% sales gets
influenced by social
media
57% customers
consider physical
store as
fundamental
One out of two
consumers use mobile
before making store
purchase
Social Local Mobile
• Social media discussion
• Product comparison
• Likes, reviews, opinions
• Social games
• Local offers
• Detailed information
• Customer Assistance
• Research on product
and prices
• Reviews and opinions
• Purchase and payment

4. 4Flytxt. All rights reserved.8 December 2016©
Digital transformation: Happy customers, the elusive goal
Widen engagement
Digital channels
Innovation paradigm
Machine learning
analytics models
Digital transformation: Enablers and Drivers
Customer focus
Big data platform
Internal collaboration
Self-service analytics
Data deluge
Always On
Customer journey focus
Multiple devices
Personalisation and Contextualisation
Massive digital
activities
Connected Experience
Internet of things

5. 5Flytxt. All rights reserved.8 December 2016©
Digital aspirants: Global telcos maturity stage
Planning Beginning Transforming Digitalised
Small
(<25Mn)
Medium
(25-75Mn)
Large
(>75Mn)
SubscriberBase
Low High
Digital Maturity 
Source :
Analysys Mason

6. 6Flytxt. All rights reserved.8 December 2016©
Value of digital: Opportunity to fulfill customer expectations
Multi-
Channel
We need to reach customer
Cross-
Channel
Many customers shop
across channels
Uni-
Channel
The Customer will come
Omni-
channel
Relevant products and
services across channels

7. 7Flytxt. All rights reserved.8 December 2016©
Offline Digital
Foundation
Awareness
Consideration
Purchase
Loyalty
Advocacy
Search for
solution
Compare
offersProduct
details
Visit to
the store Online
purchase
Social
interaction
Time spent
Customer journey
• Digital content makes up 80% of what
customers see while they are researching
on digital channels
• Digital channels should collaborate with
traditional channels
• Campaigns need to consider and include a
digital element
• Guided customer journey across channels
• Transparent order management across
the different channels
• Customers want to order in any channel
and pick it up through any channel.
• In order to understand customers, track
and analyse consumer real-time
behaviour
• Coupled with historical insights identify
moments of truth
Marketing
Digital
engagement
Order
Management
Customer
service
Digital channels: the foundation of omnichannel experience
Identification of
Need
Evaluate
Alternatives Visit
brand
website
Online
registration
Mobile
app
19% 81%

8. 8Flytxt. All rights reserved.8 December 2016©
Omni-channel: from buzzword to business case
The buzz
Spend
30%
More
( Deloitte )
Research
online, buy in
store
62%
retailers
agree
(RSR Benchmark Study)
Multichannel
shoppers are
more
profitable
4.5X
the spend of
single channel
shopper
( AMR Research )
Higher
Lifetime
value
20%
Reduction in
customer
service
(Northstream)
OPEX
Reduction
10%
Reduction in
annualised
churn
( Northstream)
NET
Promoter
Score
95%
Would be
willing to
recommend
( Accenture)
Advocacy
Score
The business

9. 9Flytxt. All rights reserved.8 December 2016©
Omni-channel complexity: A tale of two industries
Objective
Channel
Products
Order management
Payment
Customer Service
Personalisation
Regulatory environment
Improve Sales
Physical(stores) and digital(Web, App)
Physical goods
Simple business processes
Cash, digital payments
Returns and refunds
Based on previous purchase and browsing history
Basic guidelines
Improve Customer Experience
Retail Store, Call Centre, Web, Self-care App,
IVR, Social media, Kiosk …
Complex products and service offerings
(tariffs, segmented offers, validity, business rules …)
Complex order capture and eligibility based
fulfillment process
Cash, digital payments – Post paid bill,
pre-paid recharge
Full customer service
( trouble tickets, contracts, upgrades)
Based on sophisticated consumer insights
and behaviour ( Big data analytics)
Complex regulations with penalties associated
with customer experience metrics
Omnichannel implementation in telecom industry is a much more complex proposition
Retail Industry Telecom Industry

10. 10Flytxt. All rights reserved.8 December 2016©
The big ‘O’: Customer centricity in true sense
Deliver personalised,
predictable and proactive
experience
Optimise routing of
interactions to best channel
Support all channels –
current and emerging
Seamless Channel
switching experience
Optimise workforce
efficiency across channels
Proactively monitor
digital channels
Improve problem
resolution time
Meet customer
expectations in real-time

11. 11Flytxt. All rights reserved.8 December 2016©
Omnichannel Capabilities: Flexible, Scalable and Extensible
Touch point prioritisation
Omni-channel orchestration
Omni-channel capabilities
LEGACY SYSTEMS (E.G. Intelligent Network, Billing, Service Management)
ContextualInteractionHistoricalbehaviour
Customer Persona
Indifferent > Satisfied > Loyal > Advocate
Discover > Evaluate > Buy > Share
Mobile Social Call center/
Helpdesk
Self service Retail outlet Online Partner
channels
Digital
Commerce
Unified offer catalog
Exploratory analytics
Nano-segmentation Next best recommendation
Interaction History
Call to Action tracking
Dynamic personalisation
Contact Policy management Real-time decisioning Loyalty Management
Channel Interface Orchestration Engine
InternalteamsPartnerEcosystem

12. 12Flytxt. All rights reserved.8 December 2016©
Omnichannel experience: A peek at a customer journey
Web
App
IVR/ CSR
E-mail
Social media
Kiosk
Telco
Objective
Customer
lifecycle
SMS
Awareness Acquisition LoyaltyGrowth Retention
Discover Buy Use Engage Recommend
Browse 4G offers
Spot Intent
Follows Telcos Twitter Handle
Capture Interest
Visit Retail store
Offer personalised 4G data pack
Check App-wise data usage and
discovers 50% data usage on FB
Cross-sell Facebook specific data
pack on App
Upgrades the data pack
Send up-sell data pack offer on 90% data usage
Writes an email complaining
about slow data speed
Uncover negative sentiment
Customer delight
CSR resolves the issue and
offers freebies to pacify
Refers a friend on Facebook
Customer Activity
Telco Action
1
2
3
4
5
6
7
8
Understand positive sentiment
and NPS improvement

13. 13Flytxt. All rights reserved.8 December 2016©
Our portfolio: Digital transformation Solutions and services
Impact
Application
Services
Big Data Managed Services
Platform Maintenance, Operations,
Data Integration
Monetization Services
Strategic/Tactical Consulting, Packaged Insights,
Business Operations
Digital Customer Engagement
Omni-channel personalization
• Dynamic personalisation across channels
• Machine learning driven recommendation
Digital self-care
• Self-care mobile app channel
• Derive real-time customer insights
Smart insights
• Actionable insights from packaged analytics
• Enable enterprise-wide insights sharing
Customer value management
• Micro-segmented and contextual offers
• Increase stickiness and loyalty

14. 14Flytxt. All rights reserved.8 December 2016©
A snapshot: Global customers, Measurable impact…
2-7%
increase in
gross revenue
25%
drop in
customer churn
Insights across 600Mn +mobile consumers
5K +
analytical models
executed daily
100 +
customers PartnersOperators Brands

15. 15Flytxt. All rights reserved.8 December 2016©
Business or Busyness?
Web
App
CC
Digital
OSS
No Thanks We are too
busy

16. Thank You
www.flytxt.com | info@flytxt.com
Flytxt. All rights reserved.8 December 2016©