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slide1

Orbitel

Convergent Billing as part of an effective marketing and sales strategy

Olga Botero de Duque

slide3

If you want to see the Caribbean, go to Cuba or Dominican Republic;If you want to see the Pacific Ocean, go to Chile;If you want to see The Andes, go to Ecuador;If you want to see The Amazon, go to Brazil;If you want to see the pre-Columbian cultures, go to Mexico or Peru;BUT if you want to see all these things together, your destination is definitely Colombia.”

Advertisement used by French travel agency

slide4

Colombia

Land Frontiers: Venezuela, Peru, Ecuador, Brazil and Panama

Coast Lines: Atlantic Ocean and Pacific Ocean

Population : 45 million (71% urban, 28% rural)

Capital: Bogotá, 6.9 million inhabitants

Climate: Tropical (climate based on altitude)

Time: 5 hours behind GMT

Official Language: Spanish

Currency: Peso (COP vs. US$ 2004; COP$ 2,350=US$ 1)

GDP (2004): US$ 263.2 billion (growth rate 3.9%)

GDP per capita (purchasing power parity) (2004): US$ - $6,300

Fifth largest economy in Latin America, following Mexico, Brazil, Venezuela and Argentina.

Second Foreign Direct Investment destination in South America.

slide6

Long distance operator for both fixed and mobile lines.

  • Access Code – 05, 005
  • Additionally : Data, broadband, and Internet services.
  • Started operations Nov. 1.998
  • Only private long distance operator.
  • With operations in 3 countries.
  • Market Share (Nielsen): DLD: 32.4 %, ILD: 44 %
  • Achieved positive net income after two years of operations, four years before expected in the business plan.
  • In the 4th year of operation, Orbitel became # 1 Company in International Long Distance.
slide7

Orbitel serves 75 out of the 100 largest corporations in Colombia.

  • Distinguished as one of the five most successful business cases in Colombia by Harvard University, Gold Service International and Cambio Magazine.
  • Best e-commerce solution in Colombia 2002. Microsoft.
  • Social consciousness: 83 Integrated Sites of Social Telecommunications installed in remote and needed regions of Colombia.
  • Proexport – Exporting Company 2004
slide9

To differentiate and compete …

  • Product leadership ?
  • Operational excellence ?
  • Customer relationships and experience?
slide10

Products...

It is just a matter of time and $$$ for the competition to copy them

slide13

. . . Lifestyles instead of just brands

“Communication should never be commissioned from outside the company, but conceived from within its heart."

Luciano Benetton - Campaign : Food for Work

slide15

. . . Experienceinstead ofjust products or services

“ We are not in the airline industry. We are still in the entertainment industry, only at 30.000 feet”

Richard Branson

slide16

Brand values

    • Value for Money
    • Good Quality
    • Brilliant Customer Service
    • Innovative
    • Competitively Challenging
    • Fun
slide17

We thrive for a total customer experience

emotional connectionconsistent execution

sensorial responses

slide18

Our competitive strategy :

Experience thru relationships that make the difference

Deep customer knowledge that generates value for both

slide19

Total Customer Experience

Customer Relationships

Customer Service

We have gone from Service to Experience

  • Values
  • Trust
  • Retention
  • Deep customer knowledge
  • Intelligent interaction - segmentation
  • Consultative selling
  • Closeness
  • Solving
  • Commitment
slide20

Managing the customer experience

CUSTOMERS

Define

Customer

Values

Design

Experience

Align

People

Measure

Improve

Value Generation

  • Customer expectations
  • What the customer values
  • Differentiators
  • Strengths and inhibitors
  • Brand
  • Relationships
  • Interaction
  • Execution
  • Culture
  • Processes
  • Process results
  • Customer KPIs
  • Processes
  • People
slide21

We are building our differentiated experience ..

Our customer values :

Happiness

Optimism

Friendship

Innovation

Excellence

slide22

Advertising – brand

Products

Sales

E-Orbitel

Claims and Help Desk

E-mails – direct mailings

150/158 Call Centers

Franchises

Experience Values

Collections

Invoice - Billing

Employees

Unique and Memorable Experience

Loyalty

slide24

TOTAL CUSTOMER EXPERIENCE

Customer knowledge

Segmentation / LTV

Differentiated

Valued Offer

Differentiated

Relationships &

Treatment

Switching

costs

BRAND MANAGEMENT

Measurements :

Satisfaction – Retention /Churn Rate – LTV - Brand behaviour

slide25

By needs

  • By tier Levels according to customer value
    • AA, A, B, C

TOTAL CUSTOMER EXPERIENCE

Customer knowledge

Segmentation / LTV

Segmentation / LTV

Differentiated

Valued Offer

Differentiated

Treatment

Switching

costs

BRAND MANAGEMENT

Measurements :

Satisfaction – Retention /Churn Rate – LTV Brand behaviour

slide26

Product portfolio : DLD, ILD, VoIP, IP Packages, IPLs, IAPs, VPNs, Voice ONNET and Voice OFFNET, complete IN portfolio

  • Pricing strategy
  • Billing information analysis
  • Consultative selling
  • Training

TOTAL CUSTOMER EXPERIENCE

Customer knowledge

Segmentation / LTV

Differentiated

Valued Offer

Differentiated

Valued Offer

Differentiated

Treatment

Switching

costs

BRAND MANAGEMENT

Measurements :

Satisfaction – Retention /Churn Rate – LTV Brand behaviour

slide27

Differentiated sales force

    • Direct sales force
    • Distribution channels, Internet, Contact Centre
    • Specialized sales force
  • Differentiated customer management :
    • Frequency of contacts
    • Contact intensity
    • 360 view of the customer

TOTAL CUSTOMER EXPERIENCE

Customer knowledge

Segmentation / LTV

Differentiated

Valued Offer

Differentiated

Treatment

Differentiated

Treatment

Switching

costs

  • Differentiated billing
    • Direct vs. indirect billing
    • Personalized billing
    • EBPP - MBPP
    • Information analysis
    • Collections
    • Claim management
  • Differentiated customer service:
    • Different SLAs
    • 158 vs. 1-800
    • Service Channels

BRAND MANAGEMENT

Measurements :

Satisfaction – Retention /Churn Rate – LTV Brand behaviour

slide28

Usage incentives

  • Frequent Caller - points based program
  • Information management and analysis
  • Annual balances
  • Programming PABX
  • Sharing knowledge and experience
  • Consultative selling
  • Training

TOTAL CUSTOMER EXPERIENCE

Customer knowledge

Segmentation / LTV

Differentiated

Valued Offer

Differentiated

Treatment

Switching

costs

Switching

costs

BRAND MANAGEMENT

Measurements :

Satisfaction – Retention /Churn Rate – LTV Brand behaviour

slide29

Billing is at the heart of

  • Customer knowledge and segmentation
  • Product portfolio and bundling
  • Promotions and Pricing strategy
  • Frequent caller programs
  • Billing customisation & information analysis for customers
  • Auto- servicing : EBPP, MBPP
  • Building TRUST
slide31

275.000 Points

I PAQ65.000 Points

slide32

Billing information analysis

Detailed and historic information

slide36

Experience Values

Vantive

E-Orbitel

Contact centers -

Genesys

Prepaid and IN

Data Link

Biztalk

SAP

Gestel Billing

Frequent

program

Customer Data Marts

CCB

slide37

Billing – in the middle of

  • Relationships with
    • Sales channels – commisions
    • Carriers and partners – compensation
    • Financial institutions - payments
  • Customer self – service
    • Contact centers
    • Web
    • Mobiles
slide38

TOTAL CUSTOMER EXPERIENCE

Customer knowledge

Segmentation / LTV

Differentiated

Valued Offer

Differentiated

Treatment

Switching

costs

BRAND MANAGEMENT

Measurements :

Satisfaction – Retention /Churn Rate – LTV Brand behaviour

slide39

Our brand

  • A brand is not what you say it is, it is what THEY say it is.
  • The degree of trustI feel towards the product, rather than an assessment of its features and benefits, will determine whether I’ll buy it.
  • Trust is the ultimate shortcut to a buying decision and the bedrock of modern branding.
  • The Brand Gap - Marty Neumeier
slide40

CINCO

our vehicle - icon

Happiness, Friendship

slide47

Telecom

ORBITEL

007MUNDO

TOP OF MIND evolution from december’01 to april’05

Source: Advanced Tracking Programme –Millward Brown

slide48

TELECOM

ORBITEL

007MUNDO

TOP OF HEART : If there was only one long distance company

¿Which one would you rather have?

Source: Advanced Tracking Programme –Millward Brown

slide49

Image

Billing

Communication

Price Plans

Advertising / products and services

Closeness

Plan Subscription

Customer Processes & Impacts Pyramid

Very Important

Important

Source : Customer Satisfaction Survey done by INVAMER-GALLUP Colombia using Gallup’s Methodology.

slide50

INVAMER - GALLUP

Satisfaction Results – Dec’04

Source : Customer Satisfaction Survey done by INVAMER-GALLUP Colombia using Gallup’s Methodology.

slide51

Residential

2001

2003

2004

Orbitel

73,1

69,9

74,43

ETB

71,3

65,3

72,64

Telecom

65,2

65,1

65,75

Corporate

2001

2003

2004

Orbitel

69,5

72,8

70,35

ETB

64,8

67

68,44

Telecom

63

63,2

64,8

CRT (Telecommunications Regulatory Commission )

Satisfaction Surveys

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