Providing Personalized Customer Experience with an Intelligent Charging System

The digital world is bringing new business models to just about every sector on the planet. During this fast digital transformation, our customers are empowered by communication technologies. They expect to engage with operators when and how they want, through physical, digital and mobile means. They compare notes and instantly share. And they can champion a brand or sully a reputation with a click of the mouse.

We have entered the age of empowered individuals, and the balance of power is shifting from traditional distributors to customers. New customers have unlimited access to information and can instantly share it with the world. Their expectations of service, price, and delivery are getting higher. On the other hand, they are experiencing service in completely new ways and across multiple touch-points, such as call centers, pos, distributor, and e-shop. This is challenging operators such as Viettel to deliver relevant interactions and a consistent promise.

Viettel finds that marketing, selling, and fulfillment across multiple touch points is complex. The reason could be that customers want more options, such as buying on-line and picking up in store, or customers want the option of returning items across channels.

After doing some research, ZTESoft and Viettel both think that the approach to greater revenue and better customer experience is to deliver intelligent charging in three dimensions. The first dimension is enabling new products and offers; the second dimension is differentiating customer experience; and the third dimension is improving implementation efficiency. ZSmart intelligent charging solution (iCS) helps Viettel transform every phase of the business cycle, from marketing and sales to service and billing.

Viettel and ZTESoft have been partners since 2006. Viettel is one of the prominent players in the Vietnamese telecom market and offers services including dial-up and broadband Internet, fixed-line services, VoIP, mobile, and network leased line services. Now Viettel has 50 million active subscribers and more than 50% share in the Vietnamese market. With the strong support of ZSmart products and services, Viettel has become the largest mobile operator in Vietnam.

Viettel launched a business intelligence (BI) system in 2011 to fully understand its business, grasp marketing trends, offer better user experience, and improve its competitiveness. By coordinating business intelligence, charging system, and customer relationship management, Viettel can easily launch new campaigns more precisely and manage multiple channels.

Viettel's iCS

• analyzes customer trends from behavior patterns and SNS interactions
• uses multichannel campaign management to deliver timely and personalized campaigns across multiple touch points
• supports real-time campaigns triggered by the billing system.

About the TM Forum

TM Forum is a global, non-profit industry association focused on enabling service provider agility and innovation. As an established thought-leader in service creation, management and delivery, the Forum serves as a unifying force across industries, enabling more than 900 member companies to solve critical business issues through access to a wealth of knowledge, intellectual capital and standards. The Forum provides a unique, fair and safe environment for the entire value-chain to collaborate and overcome the barriers to a vibrant, open digital economy, helping member companies of all sizes gain a competitive edge by enabling efficiency and agility in their IT and operations.

TM Forum’s prestigious Management World conferences are known as the meeting place of the industry. Held annually across the globe, the conferences attract more than 5,000 delegates per year to discuss and debate pressing issues facing the industry.