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Roshanthi Lucas Gunaratne Dhaka, 30 th April 2014

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Mobile Network Operator’s Customer Lifecycle Management (CLM) Practices in Bangladesh – Supply-side view. Roshanthi Lucas Gunaratne Dhaka, 30 th April 2014. This work was carried out with the aid of a grant from the International Development Research Centre, Canada. .

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Mobile Network Operator’s Customer Lifecycle Management (CLM) Practices in Bangladesh – Supply-side view

Roshanthi Lucas Gunaratne

Dhaka, 30th April 2014

This work was carried out with the aid of a grant from the International Development Research Centre, Canada.

customer lifecycle framework
Customer Lifecycle Framework

Source: Michael W. Starkey, David Williams, Merlin Stone, (2002) "The state of customer management performance in Malaysia", Marketing Intelligence & Planning, Vol. 20 Iss: 6, pp.378 - 385

identification targeting of bop and sme customer base
Identification & targeting of BOP and SME customer base

* It is likely that the operator’s definition of an SME and BOP is not the same as what LIRNEasia is using for this study

contact centers
Contact Centers
  • - Contact Points
    • Operator owned and run flagship stores
    • Franchised stores
    • Retailers
  • Contact Methods: Voice, IVR, Live Chat, SMS, email, Facebook
  • Contact Points differ in how they handle star customers (high value, AoN, importance)
  • Operators have a unified view of the customer through their CRM system.
  • Charge calls to call centre
    • - To reduce nuisance calls(BTRC wanted to offer it FOC, but the call centre calls increased from 2000-26000 calls per day).
win back
Win-back
  • Most operators in BD and IN are reactive they don’t predict before a customer leaves, but have campaigns to get customers to connect.
  • In case of prepaid they send SMS to customers whose connections are about to expire
  • In LK one MNO has a specialized unit for customer win back. In the event of voluntary disconnections customers are contacted and active efforts are made to resolve issues (e.g. waiving off some charges to ensure the customer remains on the network). Success rate: 25%-30% a month
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