CRM and the holy grail of personalization

Leverage Salesforce Communications Cloud to increase efficiency of care agents, while reducing overall TCO by 15%

The leading telecom, entertainment and technology companies in the world are opting for new innovative levels of customer care to keep up with the evolving customer preferences. One effective way to improve customer care is by turning to personalization to differentiate the offerings. Businesses can unlock new streams of revenue by bundling existing products or services (or unbundling to offer ‘singles’) based on the customer’s needs.

The legacy customer relationship management (CRM) infrastructure often restricts the company’s operations. Some of the main challenges faced by the customer care agents due to legacy CRM systems are:

  • The data must be sourced from several different applications, resulting in varied data formats
  • The absence of technology-specific API integrations for billing, invoicing, etc., restricts the order management flow
  • Frequent manual intervention kills efficiency, thanks to errors and slow resolution of customer issues
  • No scope for providing a personalized experience due to lack of insights on customer’s buying habits


Salesforce is an extremely powerful platform right out of the box. But to reap maximum benefits, enterprises must focus on the right set of transformation levers.

One powerful approach to delivering a relevant customer experience is modernizing the existing CRM with Salesforce Communications Cloud. The Salesforce platform provides loads of capabilities such as order orchestration, automation of case assignments, and hyper-personalized experience to customers.

The platform is extremely powerful, right out of the box. But to reap the maximum benefits, enterprises must focus on the right set of transformation levers. This includes using Salesforce’s low-code platform capabilities, applying the Process Builder automation tool to automate case assignment, and customizing the TMF endpoints to provide a personalized touch. With the help of these levers, enterprises can effectively connect all the dots for integrating customer data, personalizing customer interactions, and transforming digital experiences.

Digital Customer Experience

Experience can make a huge difference – Get it right

Mastering the implementation of digital capabilities is the key to overcome experience disconnect

Would customers pay more for the delightful and seamless experience their favorite brand offers? In the coming years, most of them certainly will. Research shows that 86% of buyers are willing to pay more for a great experience. Experience has become a key brand differentiator, overtaking the price and product. Yet, many organizations may not grab this opportunity completely – as their customers may experience disconnect in the digital world.


Getting the experience right requires implementing the right digital capabilities that consistently delight customers in every interaction.

The perception of a brand is built upon accumulated consistent interactions across multiple digital touchpoints. Getting the experience right requires an organization to implement the right digital capabilities that consistently delight their customers in every interaction. But as a matter of fact, most digital initiatives fail to reach their stated goals. One major reason is the gap between strategy formulation and strategy implementation. Incorrect implementation choices taken at the beginning of the project can make the organization rigid and unadaptable to deliver a seamless experience.

What can businesses do to make first-time right digital implementation choices? Critically evaluate the maturity of existing digital capabilities and plan the transition steps more methodically. Before starting the digital implementation journey, businesses must get the right answers to “Where to start?”, “How to start?”, and “How to get a head start?”.


To treat, or not to treat: Increase marketing ROI with targeted campaigns, through uplift modelling

While running direct marketing campaigns, businesses must map the right customers to a given promotional offer to maximize the campaign effect. For example, which customers should receive a discount on subscription, to minimize the business overall churn rate.

Different methods can be used to identify the right set of target customers for campaigns, such as, manual spreadsheet-based statistical modelling and outcome modelling. These methods, however, have some limitations like:

  • Randomized and inaccurate list of target customers
  • Lack of granular details such as which customers are most likely to respond to marketing campaigns
  • Low marketing ROI due to poor response rate from customers

Machine Learning (ML)-based uplift modelling is a promising approach to overcome the above limitations. It allows businesses to categorize customers as the ones who are likely to respond positively to a campaign and those who would remain neutral or even react negatively.


An uplift model increases marketing ROI by determining the right target customers.

A well-executed uplift model would improve a business marketing efficiency and help in driving higher incremental revenue. The successful implementation of the model requires the right set of enablers such as raw data acquisition, feature engineering, and AI/ML model development.

Digital Customer Experience

Customer experience-centric contact centers- an evolution in digital age

Leveraging digital-first model and Artificial Intelligence technology to deliver a superior customer experience

In today’s fast-paced and competitive world, just having satisfied customers isn’t good enough. There is a dire need for businesses to innovate digitally to enhance customer service. But Customer Experience (CX) is beyond good service. CX is your customers holistic perception of the experience that they get from every touchpoint of your business or brand.

Having said this, most enterprises still rely on traditional models that are reactive, slow, complex, and disconnected. Due to this, they hold low Net Promoter Scores (NPS). And their inability to keep pace with the technological advancements in the contact centers is a primary reason for this.

Most businesses have been struggling with high call volumes and costs. As the number of calls rises, it becomes difficult for agents to handle customer queries quickly. Due to the long wait-time and the unavailability of agents, businesses tussle to provide a seamless and more intuitive customer experience. So diverse and vast are the communication systems and channels of today’s multifaceted contact center—that being ‘Connected’ demands a modernized and transformed customer engagement ecosystem.

A digitalized contact center can help you improve the Net Promoter Score (NPS), reduce call volumes, and save OpEx.

The good news is that realistic solutions exist to overcome this problem. Use enablers and tools like ‘360-degree view’ and ‘AI engine’ to help the agents with a holistic view of systems, provide quick diagnostics and intelligent recommendations. An ‘AI-based conversational engine’ helps customers with an intuitive self-service experience.

A digitalized contact center can help you improve the Net Promoter Score (NPS), reduce call volume, and save OPEX. It empowers your customers to make quick decisions using the multiple self-service options available at their disposal, hence diminishing their need for an agent. It marks the future of the digital-first age.

Digital Customer Experience

Bridging the digital gap

Implement a “Digital Enablement Layer” to blanket the back-end complexities and meet the digital goals

Most service providers aim to deliver digital capabilities to customers, but the legacy systems have been a hurdle to their digital transformation efforts. According to one McKinsey research, 70% of digital transformation projects don’t reach their stated goals. TM Forum Digital Transformer Tracker 2020 report states that many telcos that have started the transformation expressed frustration borne out of hitting roadblocks or not achieving the expected results.

However, these roadblocks must not deter the service providers from achieving their digital goals. Another McKinsey research shows that service providers with robust digital capabilities boast a profit margin of 43 percent, compared to their counterparts whose margins hover around 21 percent.

Digital Enablement Layer is an optimal approach to blanket the back-end complexities and achieve smooth transition/IT transformation without significantly affecting the digital needs of a business. Moreover, service providers can achieve the transformation within a reasonable budget & timeline.

A Digital Enablement Layer is an optimal approach to blanket the back-end complexities and achieve smooth IT transformation without significantly affecting the digital needs of a business.