Leading US MVNO leverages Patni's SOA expertise and CRM capabilities to enhance ability to understand customer behavior and expectations, increase call center productivity, improve customer retention and grow average revenue per user.
The Client
The client is a leading wireless entertainment service and cellular telephone company and the first Mobile Virtual Network Operator (MVNO) in the US to provides private label wireless services in strategic partnerships with other leading US-based consumer brands.
The Challenge
The client had aggressive plans to launch prepaid wireless service with a range of value-added features comprising rich, differentiated services to its target customer base. Recognizing that providing a superior customer service experience is a critical success factor in the wireless and especially MVNO marketplace, the client required a state-of-the art OSS/BSS (Operations / Business Support Systems) platform, that would not only be a business and operational enabler, but also a competitive differentiator and a strategic asset.
The client faced numerous business, operational and technology challenges focusing on how to:
Adopt a pay-as-you-go business model, mandating a stellar customer experience.
Provide highly personalized value-added services and real-time rewards and promotions.
Enable the delivery of youth-oriented content consistent with client's brand from numerous partner content providers.
Offer competitively-priced service plans in a pre-paid business model.
Launch innovative and youth-friendly service offerings in a highly compressed timeframe.
Provide a consistent customer experience across multiple customer touch points.
Ensure a high rate of customer acquisition and competitive retention levels driven by an excellent understanding of the customer's behavior and supported by targeted marketing campaigns.
Scalable and flexible MVNO BSS platform capable of supporting seasonal volume peaks specific to pre-paid youth-oriented wireless market.
This necessitated the need to partner with a competent IT services and solutions provider with the necessary domain knowledge and expertise in integrating complex enterprise systems.
The Solution
Patni assisted the client with a wide range of services including:
Analysis, design, development and support of major components of the MVNO BSS infrastructure, including CRM and business integration platforms.
IT strategy for CRM, Rating and Billing, Application Server and Web front-end applications.
Comprehensive Quality Assurance (QA) services, including design of QA infrastructure and policies as well as execution of unit, integration and user acceptance testing.
IVR application design and development.
Patni developed an innovative MVNO solution built around a comprehensive BSS MVNO framework, a service-oriented architecture and best-in-class OSS/BSS applications such as Siebel (CRM), BEA WebLogic (Business Integration and Portal), Telcordia (Billing and Service Activation), Genesys (IVR and Voice Application) as well as Content Management and Messaging products.
Solution highlights include:
BEA WebLogic 8.1 based business process management platform, with a Service Oriented Architecture (SOA), integrating all aspects of the client's operations, including point-of-sale order processing, product fulfillment, service provisioning, and connectivity with the Sprint Network, as well as Fraud Detection. This involved:
Building BSS service components for critical business functions such as order management, point-of-sale order entry, mobile service provisioning and product fulfillment.
Management of all the channel independent business processes.
Management of the content delivery and content billing business processes.
Ensuring enterprise-wide data and transactional integrity.
Siebel eCommunications based CRM platform:
Extensive use of Siebel capabilities to implement customer-driven Business Process Automation.
Proactive customer management, leveraging the Siebel centralized customer repository to track and understand customer behavior and provide service differentiation.
High adaptability to evolving market conditions, through accelerated release of new features and price plans in less than 6 weeks.
High-productivity tools for CRSs, including single-desktop access and sophisticated scripting resulting in 90% of all issues resolved in the first call.
eCommerce and Web presence built on BEA WebLogic Portal.
JD Edwards ERP implementation for inventory management and financial accounting.
IVR application design and development, based on Genesys and ScanSoft platforms.
Comprehensive and robust Quality Assurance Services for the entire MVNO BSS platform.
The Benefits
The CRM platform deployed by Patni has helped the client empower over 1,000 of its customer service representatives to efficiently support its order management, service provisioning, pre-paid billing and trouble-ticketing transactions. The solution has also enabled targeted marketing campaigns through access to detailed customer behavior information. Other benefits include:
Increased customer retention and ARPU through sophisticated use of targeted marketing campaigns and ability to understand customer behavior and expectations.
Improved productivity of the call center personnel.
Lower operational costs per subscriber.
Ability to handle high order volumes and easily scale for managing additional load.
Framework adaptable to changing business environment in the wireless industry.
The Technology
Siebel eCommunications
BEA WebLogic 8.1 (business integration and web portal)
Telcordia (Billing and Service A ctivation)
Genesys and ScanSoft (IVR and voice recognition)
JD Edwards (Financials)
Mercury Interactive suite (QA)