Page 21 - Insight 2018

Launch of Customer Communication PRISM
Platform
E-Mail SMS IVR Customer Care has launched a communication platform “PRISM” for
E-Bill
establishing customer contact and initiating various campaigns like
Email Campaign SMS, emails, e-bills, etc.
Campaign Name: Ebill August 2017
SMS Campaign • Using this platform, PTCL e-bill delivery has come down from several
10M 797156
IVR Campaign Total Emails Request days to just a few hours. PTCL maintains a list of hard bounce email
642423 addresses, to keep a record of all the emails that are not sent
1M 797 156 649 577 647 423 Emails delivered 80.59% anymore. Multiple Know Your Customer (KYC) campaigns are also
Number of Event Status 100K 231 369 7154 0.9% being carried out for data enrichment (e-bills).
Emails Bounced
• Email campaigns initiated by various departments can be executed

10K 16 602 using PRISM. Multiple email templates have been designed using the
portal.
7154
• For SMS, PTCL has 9017 short code extendable to 1000 extensions.
Digital Initiatives • The way forward is to use PRISM as a centralised hub for all kinds of
The technology drive and globalisation has minimised distances, hence, customer communication. Integration of all PTCL systems like CRM,
there is a paradigm shift of customers from the conventional channels RS, billing with PRISM to send information. In addition to this, in the
towards the use of digital channels. Keeping this in view, digitisation future, this tool will be utilised to set appointments with customers, for
initiatives were designed with a focus on ‘customer care’ to enhance all the premises visited by PTCL Staff.
customer experience. The objective was to increase customer reliance on
digital platforms via its empowering self-service. Focusing on the value of Shop Profitability Analysis:
“We Care” the following digital initiatives have been carried out by the Based on the Etisalat guidelines & methodology used by Ufone, Shop
Customer Care Team: Profitability Model has been developed to gauge the performance of
nationwide PTCL Shops in terms of sales, commission saved on new
Revamped Website sales, gross margins, cost incurred, etc.
• Website with improved design and functionality is under
development. SMS Short Code:
• Shop designed on latest trends in e-commerce. PTCL signed a business SMS Contract with Ufone for the SMS Short
• Better offers; clarity of products, call to action. Codes. However, the integration and testing of the system is in
• Unique side scroll to remove load time and prevent bounce rate from the shop. progress.
• Coverage map to give a zoom-in feasibility view.
Revamp of VTM (Virtual Teller Machine) Improvement in Bill Delivery:
• Customer interactive & user-friendly interface. Tremendous improvement has been observed in bill delivery via the
• New design & enhanced functionality.
• Product wise segregation for bill payment & focus on customer ease. hired courier company. A significant decrease has been observed in
• Generation of auto-alarms to concerned stakeholders to fix errors. bill returned cases from 14,000 (May, 2018) to 6,715 (July, 2018).

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