How Zain Bahrain simplified and digitised customer engagement

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How a customer care simplification and automation programme achieved the double whammy: reduced costs and improved customer experience.


Format: PDF filePages: 19 pagesCharts: 11Author: Chris BarracloughPublication Date: October 2018

Table of Contents

  • Executive Summary
  • Introduction
  • Increasing pressure on the telecoms business model
  • Zain Bahrain: A simplicity success story
  • How Zain Bahrain’s management achieved success
  • Understand the problem
  • Make basic channel modifications
  • Extend digital channel capabilities
  • Educate customers
  • Key lessons for other operators

Table of Figures

  • Figure 1: Global wireless telecommunications revenue and EBITDA margin 2012-2016
  • Figure 2: Regional blended ARPU 2012 & 2017 (USD constant exchange rate)
  • Figure 3: NPS by industry, 2018
  • Figure 4: Telcos traditionally face a trade-off between quality of service and running costs but technology potentially solves this dilemma
  • Figure 5: Zain Bahrain NPS Q1 2017- Q4 2017
  • Figure 6: Zain Bahrain channel roles
  • Figure 7: Mobile application – 2017 results
  • Figure 8: Zain Bahrain customer interactions, digital vs non-digital split
  • Figure 9: Channel mapping
  • Figure 10: Zain mobile app promotion
  • Figure 11: Scratch and win promotion

Technologies and industry terms referenced include: automation, cost efficiency, customer experience, digital channels, NPS, pricing model, simplification