Astellia, leading provider of network and customer intelligence for mobile operators and Zain Group together has announced the creation of a Customer Insight lab to get deep understanding of customer behavior and data usage. The objective is to create synergy between network management, marketing and customer service teams to deliver the highest service quality standards and improve customer experience.

Based in Bahrain, the customer insight lab concentrates on providing a holistic view of Zain customers’ real-time activities, i.e. who is using what content on what device, when and where. This knowledge plays a key role in detecting potential churners, delivering a better overall end-to-end customer experience and increasing loyalty. The first results and lessons will be shared during this ZTC, as an introduction of the solution to other Zain operations who will also be able to use the lab for their own test cases.

“Customer experience is at the heart of our strategy. It is therefore critical for our Marketing, Customer Care and Technical teams to continuously understand and improve this experience and we hope that this initiative will facilitate this process. The customer intelligence provided by Astellia is one of the crucial factors in achieving this goal and in helping Zain turn this data into market differentiation and efficiency improvements that impact our revenues,” says Khawla Al-Jaber, Group Technology Strategy Director at Zain Group.

“As part of this initiative, Astellia’s Nova Care solution for efficient customer complaint investigation is being used by Zain Bahrain Customer Care. It has already helped to reduce average handling time (AHT) by 20-30% and increase first call resolution (FCR) by 10-20%. Customer Care agents can now really increase customer satisfaction, reduce churn and turn complaining customers into brand advocates. In addition, escalation of issues to network operations team has, on average, been reduced by 20% since Customer Care teams now have a better knowledge of network related issues hereby decreasing customer service OPEX,” confirms Abdulla Salmeen, Head of Customer Care at Zain Bahrain.

“Astellia is proud to be involved in unlocking the value of Zain Bahrain’s customer knowledge and enriching the communication experience of their customers. This new collaboration further adds to a strong partnership with the Zain Group,” comments Frédéric Vergine, co-founder and Vice President Products at Astellia.