The Campaign

T STAR SES aims to close the inevitable gap between actual customer needs and sales KPI drives, and in return enhance customer experience and bring value add to corporates. SES is designed to integrate both offline CRM data and online trace data to a cloud computing system, and by utilizing the latest data modeling to calculate the look-alike cluster of different user attributes, compare with array of market competitive offerings, overlook in store stock availability, and at the same time optimize the sales KPI achievement to provide the best tariff and device recommendation for sales representatives to serve in retails. SES aligns sales and marketing communication across the board, so that customers can get the same messages and recommendation regardless of various touch points. With more and more transactions processed and data aggregated in time, machine learning is looped in to enhance the precision of the next recommendation.

Creative Execution

SES is a web-based cloud solution to be accessible by customers, sales and customer service representatives anytime anywhere by all devices such as PC/Notebook, Tablet, Smartphone, etc. It is also integrated with mobile carrier’s legacy systems, including POS and all CRM interfaces. To realize this universal access and make it agnostic regardless of user access points, we broke down all the system rules and logics of existing mobile price plan, usage rating, channel operation, authentication, and customer service. We redesigned 15 systems including Rating Engine, Billing System, POS, CRM platform, Price Plan Management System, XWS Channel Management System, ERP, EIP, Member Center System, T STAR APP, e-CSR System, Content Management Systm, SMS System, Mail Server, and Commerce Platform. Moreover, to ensure the self-learning and precise recommendation, we used Association Rule-base, Content-base and Collaborative Filtering Recommendation to ensure the effectiveness of Conversion Rate and A/B Test.

Within one week of launch in September 2016, press coverage has spanned over 6 televisions, 8 newspapers, and 53 online news. It received tons of positive comments over the net and won the Gold Medal of 2016 Global Views Five-Star Service Awards, featuring an Oscar-level of honor in Taiwan. T STAR SES has not only uplifted customer experience and sales performance, but also creates incremental brand value to corporates. We have increased 35% in sales conversion, 96% of customers rated very satisfied, and we foresee to save up to US$313M per year on training. Most importantly, SES overcame the inertia and successfully transformed our service from conventional human judgment to an analytic online-to-offline, and marked as the most reliable computer assisted sales kit ever. The success story of SES has invoked interest from other retail services such as insurance, travel agency, bank and real estate for our B2B consulting.

Before T STAR SES was deployed, it took 6 months to train a new sales rep and cost us US$700K per year, but with only 72% customer satisfaction. SES provides 3 key benefits: Simple: Customers are overwhelmed by the complexity of mobile packages available today, but they are often pushed to sign a 2 year contract within minutes. SES offers instant market offering comparison and thus eases them from doing information collection and assessment by themselves. Smart: With SES, a customer does not have to evaluate which price plan and device is most suitable. It automatically collects data from previous usage records and/or preferences, and through big data analysis, SES will find the best fit for him. The Best: Through continuous self-learning, SES provides more and more precise recommendation each time. Not only will SES fulfill customer needs, it also grants service and communication consistency across different representatives and channels.