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Customer Needs:
An engagement paradigm needs to Traditional customer value
consider what the customer wants /
needs at any moment of time. management programs help to
serve the right offer at the right
Resource: time to the right customer,
In most engagement paradigms, the but communication channel
resource constraint comes in terms of constraints have very little
cost of communication, often called impact on the design.
channel costs.
Traditional engagement models
telecom operator’s own channels
Open Market / ATL Communications (traditional channels). These models try
have resource as their primary to match revenue / other organizational
constraint, as these are costly. In such goals with customer needs. Contextual
expensive channels, the focus lies more communication paradigms and triggered
on maximizing revenue rather than programs help to serve the right offer
meeting customer needs. Additionally, at the right time to the right customer,
it is difficult to adequately meet however, communication channel
customer needs without a segmented constraints have a very little impact on
communication channel. the design.
In traditional CVM models of In the traditional Next Best Action / Next
engagement, the resource cost Best Offer (NBA / NBO) engagement
constraints could be mitigated using model, revenue and similar
considerations take a back seat, as the
Traditional engagement models primary model is to engage customers
at a relatively lower impression level,
Revenue/ i.e. ensuring customer needs are met
other
organiza onal
goals keeping resource utilization at their
lowest. Although the revenue cannot
Open market/
Tradi onal above the (ATL) entirely be ignored here, it is not the
CVM
communica on
biggest priority here.
Tradi onal Losing control:
engagement
model
Moving to a digital world
With the engagement moving from
Resources/
Customer
needs me legacy to open channels (e.g. email)
constraints
or traditional digital channels (e.g.
own website) or even social media,
organizations need to adopt their
NBA / NBO
engagement models to suit this new
reality. This shift may further cause
Fig - 2-4-2 Source: Flytxt
INSIGHTZ - VOLUME 03, 2018 39
