PRESS RELEASE: Lavastorm Analytics, a leading global data management and analytics software company, announced today that CSL Limited (CSL), Hong Kong’s first mobile network operator, has chosen the Lavastorm Analytics Engine to provide agile analytic, data integration and extract, transform, and load (ETL) capabilities for its net promoter score (NPS) initiative, dubbed “Yan Hei.” Lavastorm’s software helps to provide CSL’s customer service, sales, and operations teams with real-time customer feedback.
CSL’s Yan Hei system leverages Lavastorm Analytics to evaluate the likelihood of a recommendation following a variety of customer interactions or episodes via its branded retail stores and contact centers. The Lavastorm Analytics Engine performs the critical function of discovering the completion of the episode and then triggers a customer survey almost instantaneously so that CSL can precisely measure the impact of the interaction on customer advocacy and take action to improve their customer service.
To determine episode completion and to trigger the survey, Lavastorm’s software applies a complex set of business rules to data that it collects and aggregates from sales and support systems all across CSL, including data from legacy systems. Lavastorm then transforms and loads the data into a Medallia NPS system, which allows frontline staff, managers and executives to see, in near real-time, whether Hong Kong customers are reacting positively or negatively to CSL’s service and, more importantly, why they are reacting in such a way. Before this system was in place, decision makers had to make assumptions regarding customer survey data because they lacked the actual customer verbatim.
“Put simply, advocates mean more business for CSL because they have six times the referral power and are significantly less likely to churn,” said Leonie Valentine, Executive Vice President of Customer Service & Operations, CSL. “Our Yan Hei system is a real customer service innovation for CSL. The feedback provided by our customers is gold, which we mine to help us close out issues more quickly.”
“Now, in near real-time, we can pick up on something that hasn’t gone right and then we follow up on that feedback. In the past, our customer satisfaction surveys only provided hindsight with little insight because minimal customer feedback about the customer’s experience of dealing with us was collected. So, we didn’t fully understand the drivers of customer advocacy in the Hong Kong mobile market. Today, we can be more responsive to our customers. Tomorrow, I’m hoping we’ll achieve our goal of truly proactive customer service, whereby we can pre-empt customer requests in a positive way,” according to Valentine.
The Lavastorm Analytics Engine was selected because it had successfully provided agile data management and analytics capabilities for a number of years in revenue assurance, fraud management and other parts of the business.
“The agile ETL capabilities of the Lavastorm Analytics Engine won out over the other tools within the business because there was a short time frame to implement and we were confident it could transform multiple data sources to provide the right information to our Yan Hei system. Our focus on Yan Hei means we are already seeing fewer complaints and fewer inbound calls,” said Valentine.
Currently, the Yan Hei system operates on key customer episodes such as new contract, re-contract, billing, complaint, repair, and calls to the hotline. In addition, the system provides data on the end-to-end episode so that CSL can improve the process. CSL has plans to expand use of the system later this year.
“CSL is reinventing the interaction between service organizations and their consumers,” said Drew Rockwell, CEO of Lavastorm Analytics. “While many businesses claim to have an advocacy program, CSL is distinguishing itself with a system that provides a mechanism not only to collect the feedback, but one that allows them to act on it. Like CSL, we view agile ETL and data integration as a critical element to making customer feedback part of ongoing operational improvement efforts.”