EyeOn – Zain Jordan

Company:

Zain Group is a mobile telecommunications company founded in 1983 in Kuwait. Zain has a commercial presence in eight countries across the Middle East and North Africa with 44.3 million active customers. In 1994, Zain in Jordan, formerly Fastlink, was the first to introduce mobile services in the country. In 2003, it was the first to join what is now the Zain Group’s Middle East portfolio.

Challenge:

With only 4% of customers voicing their complaints (Source: “Understanding Customers” by Ruby Newell-Legner), it is apparent companies lack vital intelligence regarding how their service is perceived by customers and if their services need improvement. Companies in turn have sought to approach customers first and extract the needed information. But even then, companies cannot ensure a 100% response rate.

“It is vital to always be in tune with customers’ needs and immediately respond to their critical concerns and feedback. A challenge at Zain Jordan was having intelligent surveys triggered according to each customer at various times. We found the solution in EyeOn; it enabled us to send different surveys at different touch points in different times and within different check points intelligently. This provided a huge collection of beneficial feedback that allowed us to plan well and to serve our customers better. In addition, our NPS increased by 5PP in less than 18 months and most importantly we can claim that we know too much about our customers’ thoughts and perceptions.”

• Yousef Abu Mutawe, COO at Zain Jordan

Solution:

EyeOn from Globitel is a dynamic and intelligent platform through which enterprises can build and manage surveys and gather data in an instant. EyeOn also provides companies with the ability to analyze results and produce insights beneficial to the business.

One of EyeOn’s key differentiators against other solutions in the market is its customizable and flexible business model and very competitive pricing. In terms of features, EyeOn provides unlimited integration points and touch points.

EyeOn’s higher than normal guaranteed response rate is due to many system features; including the ability of the subscriber to leave the survey and come back later on to finish it at their convenience.

Benefi­ts

• Gather enormous data on customers.
• Measure the level of customer satisfaction.
• Gain insights into improving services.
• Find blind spots in services offered.
• Compile complete customer profiles.
• Measure effectiveness of services.
• Identify customer segments and demographics.
• Garner advanced post-analysis online dashboards related to survey results and customers.

Results:

Customer feedback has long been a coveted asset for enterprises because it allowed them to tap into important insights relevant to their business and its performance. EyeOn delivered precisely that. Its dynamic and extensive utility proved to be a tremendous advantage to Zain Jordan. The telecom company was able to gain unprecedented insight into their subscribers’ needs.

“Before EyeOn, customer response rate was at 1-2%. After testing out EyeOn for a few months, we achieved a staggering 10% response rate. We credit that to EyeOn’s diverse and versatile survey question forms and its simplicity in operating the two-way interaction. The enormous data pool we compiled gave us incredible business intelligence into subscribers’ customer profiles, what they think of our services, and what we can do to better them. It also enabled us to detect internal operational inconsistencies and issues.”

• Yousef Abu Mutawe, COO at Zain Jordan