MTS implements "real" marketing

MTS implements the system of marketing, unique for the Russian market, in real time. Among the world companies it is used, for example, by Vodafone. In Russia MTS will become the first.

MTS the first among the Russian mobile operators implements in contact centers the "Marketing in Real Time" system (Real time marketing, RTM). With its help to subscribers during communication will directly make personal recommendations about the choice of a rate, connection of services and participation in special stocks of MTS.

As told TAdviser in the press service of MTS, the solution is implemented based on the Chordiant software product within development of management systems for a subscriber base. The Pegasystems company acted as vendor of the solution for MTS. For the Siebel CRM system existing in MTS from Oracle this solution will be "superstructure". Investments into the project do not reveal, specified in the company.

During the summer of 2011 the solution will be implemented in all contact centers MTS in Russia. Within the first stage of project implementation the RTM system is started in the contact center in Samara servicing subscribers of MTS of the Volga region and the Urals. In further plans of the company expansion of scope of the Real Time Marketing system and on other points of communication with the subscriber: salons shops, website and so on.

The scale of action of the RTM system as a result will be impressive. More than 90% of the population of Russia live in an area of coverage of MTS network today. As of May, 2011, the number of subscribers of MTS Russia reached 71.3 million. They are serviced by 7 Russian contact centers MTS.

In total the staff of 7 MTS contact centers monthly responds to 8 million addresses of subscribers. Daily they process about 230 thousand addresses arriving on different communication channels. The largest of the operating MTS contact centers is in Nizhny Novgorod: daily it processes about 100 thousand addresses of subscribers.

The RTM system works as follows: automatically and in real time analyzes the main directions of calls of the subscriber, duration of a talk, the used services and the reason of the address of the client, and using a user-friendly interface gives hints to the call center operator what offers of MTS can be useful and interesting to the subscriber.

"The system of marketing in real time brings client service of MTS to qualitatively new level due to personalisation of communication with each subscriber", - the associate director "MTS Russia" on subscriber services Arvidas Alutis noted.

It gave a situation when the subscriber calls as an example to specify about connection of roaming, and a system sees that it is the active Internet user from the mobile phone, the operator will suggest the client to optimize the costs in roaming and to connect Internet traffic packet.

At system implementation of RTM the MTS company relied on world experience in the field of subscriber services. The similar systems of personalized marketing are used in divisions of Vodafone in Great Britain, Ireland, Spain, Portugal, Romania, India, New Zealand and South Africa.

Implementation of RTM is directed, first of all, to quality improvement of service of subscribers and, as a result, to increase in customer satisfaction. According to survey conducted by the strategic partner of MTS – world mobile operator Vodafone in use of RTM, 65% of survey participants noted that councils of operators of contact centers and products or services offered by them were useful, and about 70% of survey participants recognized that the products or services offered by operators correspond to their requirements.

Other important result of implementation of RTM in MTS contact centers is that the operator receives the additional channel for sales of products and services to the subscribers.

Let's remind that in June MTS brought an analysis system of social communications of groups of subscribers into operation. The solution Social Network Analysis (SNA) analyzes records about calls of clients by tens of parameters, defining, for example, the facts of calls on identical numbers, similarity of characteristics of these calls.

On the basis of the constructed communications specialists of MTS have an opportunity to quickly define social groups of subscribers, to identify leaders, followers and other members in these social groups. It will allow to differentiate a subscriber base for identification of the clients of MTS who are most influencing distribution of services among the permanent contacts.