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Zain and Astellia to drive customer value with Customer Insight lab
Astellia, leading provider of network and customer intelligence for mobile operators and Zain Group together announced the creation of a Customer Insight lab to get deep understanding of customer behavior and data usage. The objective is to create synergy between network management, marketing and customer service teams to deliver the highest service quality standards and improve customer experience.
Based in Bahrain, the customer insight lab concentrates on providing a holistic view of Zain customers‟ real-time activities, i.e. who is using what content on what device, when and where. This knowledge plays a key role in detecting potential churners, delivering a better overall end-to-end customer experience and increasing loyalty. The first results and lessons will be shared during this ZTC, as an introduction of the solution to other Zain operations who will also be able to use the lab for their own test cases.
“Customer experience is at the heart of our strategy. It is therefore critical for our Marketing, Customer Care and Technical teams to continuously understand and improve this experience and we hope that this initiative will facilitate this process. The customer intelligence provided by Astellia is one of the crucial factors in achieving this goal and in helping Zain turn this data into market differentiation and efficiency improvements that impact our revenues,” says Khawla Al-Jaber, Group Technology Strategy Director at Zain Group. “As part of this initiative, Astellia‟s Nova Care solution for efficient customer complaint investigation is being used by Zain Bahrain Customer Care. It has already helped to reduce average handling time (AHT) by 20-30% and increase first call resolution (FCR) by 10-20%. Customer Care agents can now really increase customer satisfaction, reduce churn and turn complaining customers into brand advocates. In addition, escalation of issues to network operations team has, on average, been reduced by 20% since Customer Care teams now have a better knowledge of network related issues hereby decreasing customer service OPEX,” confirms Abdulla Salmeen, Head of Customer Care at Zain Bahrain. “Astellia is proud to be involved in unlocking the value of Zain Bahrain‟s customer knowledge and enriching the communication experience of their customers. This new collaboration further adds to a strong partnership with the Zain Group,” comments Frédéric Vergine, co-founder and Executive Vice President Products at Astellia.
“I am happy to return to Uninor and to work with a passionate team which is delivering strongly, both on revenues and subscriber share.  With the extension of Uninor’s Sabse Sasta proposition to Internet-based services and ongoing investments in the network across all circles, the company is set to deliver further growth,” said Vivek Sood, CEO, Uninor.
Rajeev Sethi, who has been appointed by Grameenphone’s Board of Directors as its new CEO, has served as CMO in Uninor for nearly two years. Prior to that Sethi spent more than three years as the head of Uninor’s Uttar Pradesh (East) circle. He has significant ICT industry experience including executive engagements in companies such as Vodafone, HP, Hutchison Telecom and Asian Paints. Sethi is an MBA in marketing, finance and operations from the Indian Institute of Management in Lucknow. 
Upanga Dutta, Uninor’s new Chief Marketing Officer, also brings operational experience from his previous assignments as senior vice president and head of company’s largest circle, UP (East). Upanga was part of the team that launched Uninor’s services in Mumbai and became the fourth largest operator in customer market share. Prior to joining Uninor in 2009, Upanga has worked with Idea, Bharti Airtel and Carrier Aircon. He has received his MBA in marketing from Narsee Monjee Institute and has an electrical engineering degree from the Delhi College of Engineering.
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