Case Study: Increase in New Customer Activation for a Leading Telecommunications Service Provider
About the client:
The client is one of the leading mobile network operators in India. The company has a subscriber base of over 140 million as of August 2014. The company leads all other telecom operators in India in the Mobile Number Portability (MNP) race and has the most active subscriber base.
Mobile number portability (MNP) in India became available in 2011 which allows subscribers to transfer their existing mobile phone number from one network provider to another. This allowed users to keep their existing mobile phone number.
The client has been the most favorable choice for subscribers and leads the MNP race in comparison to other mobile network operators in India. The option of MNP and attractive post-paid schemes launched by the client resulted in an increase in customer calls for mobile number portability and new connection requests. However, the conversion rate for calls received was consistently less than 11% with net activation being less than 4%.
Apollo BT has been one of the leading channel partners for the client for over 3 years. In order to improve the conversion and activation rate, we deployed a customized call to closure process to handle all incoming calls for MNP and new activation requests for the Mumbai circle. A strong follow up process and customer mapping activity helped increase the activation rate to more than 24%.
Results: Pre and Post Activation Rate Comparison:
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