3G Operator Video Enables Customer Service Organization

It’s not easy being a latecomer to the wireless party, and when Egyptian mobile carrier Etisalat Misr launched in a crowded market in 2007, it needed a new way to differentiate itself. It found just such a way in video-enabled customer care. The ability to conduct face-to-face interactions has allowed it to not only improve its call resolution metrics, but also burnish its tech-savvy image, showcase its 3G capabilities and go after new customer segments.

Leveraging technology from Genesys, the system allows customers the option of using their video-enabled mobile phones for live, face-to-face conversations with customer care representatives. Reps can also push out instructional videos to the mobile handset. In addition, dynamic IVR systems present different options depending on who is calling; automated response mechanisms that involve SMS, outbound calling and/or e-mail; and a spectrum of other capabilities. The increased levels of automation and customer self-service have increased Etisalat Misr’s call-handling capacity dramatically — to 35,000 calls per day at its conventional contact center

“The video experience is far richer and contains a lot more elements than just voice, so we were very conscientious in developing the visual experience,” said Hatim Badawi, customer care director at Etisalat Misr. “For example, we had to think about how the agents should look; what kinds of facial expressions would be appropriate during contact; what words and scripts should be used; and how colorful the background should be. We knew we had to get it right, because all of it was going to make an impression on our customers — after they experience it, they’re going to talk to others about it — and all of these things are going to reflect our brand’s image.”

Badawi points to Etisalat Misr’s strong initial success as proof of the effectiveness of its customer care strategy as an attraction and retention tool. The company signed up 1 million subscribers in its first 50 days and has over 10 million now,” he said, for a market share of more than 15 percent. “Considering our late entry into the market, that’s very positive,” he noted.

Beyond 3G

Etisalat Misr deployed the country’s first 3G network, but soon found the higher speeds alone would not drive success in the marketplace. Facing competitive pressures, Etisalat Misr needed to not only add customers, but keep the ones it had. So it decided to focus on customer care.

“The availability of 3G alone doesn’t mean much too many of our customers,” said Badawi. “So we wanted to show its value in a very clear and compelling manner, and we decided that video interactivity would allow us to make customer care a strategic differentiator — and give us a competitive advantage in the market.”