Guavus, a provider of big data analytics applications, has launched a new suite of applications to enable customer experience analytics that show the customer journey across networks and services.
The new application suite enables service providers to correlate petabytes of streaming and operational data with customer data in real time. The Customer Experience Analytics suite leverages the same data framework as Guavus’ Service Reflex application, which provides insights into service operations, providing customers with a view of the operating environment.
The next-generation Guavus Customer Experience suite is built around two core analytics applications that leverage a common framework. Care Reflex provides customer care agents with granular near real-time insights to determine the precise impactful events affecting the quality of experience at critical points in the customer journey by subscriber. As a result, problems are identified faster and subscribers receive a personalised service designed to improve customer satisfaction and reduce churn.
Marketing Reflex enables operators to gain an understanding of subscribers’ interests to strengthen their competitive position against digital providers and find new revenue opportunities to overcome flat ARPU. CSPs can identify their most profitable customers and provide them with a more personalised service.
Beyond solely looking at Net Promoter scores as a measurement of experience, Guavus’ Customer Experience applications provide context for why a customer is experiencing service in a certain way and defines actions that can be taken in the moment to address service quality.
“Net Promoter Score has long been top of mind for service providers as a measure of customer satisfaction and loyalty. However, as choice has increased, the playing field has levelled out and CSPs must differentiate through a superior customer experience to remain competitive both with peers and new entrants. As such, they need to understand the dynamics of how their services are impacting every customer experience and leverage that knowledge to take proactive measures and deliver personalised interactions,” said Anukool Lakhina (pictured), CEO and founder, Guavus.
The new suite is also designed to help generate new revenue streams by monetising data to third parties for advertising or content personalisation. Audience segments are qualified in near real-time through dynamic profiling, which helps marketers reach specific audiences and offer advertisers/partners one of the most accurate audience Data-as-a-Service (DaaS).