The Fiasco Of SLT Free Internet Offer

A complete disaster that could have been easily saved with a few hours of research. Customer expectation is not free internet but fast(workable) internet. The fact that it was free doesnt matter, since we couldn't do anything we want to get done.

Here are a few customer comments on their facebook page

* Warning: Comments might Contain strong abusive language

Source : https://www.facebook.com/SLtelecom/

Where did SLT go wrong, Let's take a look

1. Not Identifying the Customer Expectation: Does everyone really want free unlimited internet? Are there people who don't care about if it's free or unlimited but concerned about speed?
2. Not Segmenting: SLT fiber user are primarily with fibre due to the speed it offers(100 MBPS), A very basic segmentation by product would have made the answer simple.
3. No Personalized Offer: A simple coupon code to activate free internet or deactivate free internet could have saved a lot of trouble. You can find a million coupon platforms if you just google.

How not to be SLT, Even for a day

1. Understand the Customer Expectation
2. Actions to Deliver Customer Expectation
3. Delivering the actions through Digital Channels

1. Understanding the Customer Expectation

The best way to get a holistic understanding of the customer expectation is to use the analytics trinity framework.

1. Behaviour Analysis: How does your customer behave on the website(pages visited, devices used, source/medium), social media pages(reviews, comments) and engagement with any other outlet
2. Outcome Analysis: What were the outcomes of that behaviour. Did people who visited a certain sequence of web pages convert higher, did a bad experience push the customer to try out a competitor, and so on...
3. Experience Analysis: Get in touch with the customer through surveys, usability tests, interviews to understand why the customer behaved in that manner.

This framework can be applied to have a clear understanding of any aspect of a business, it just doesn't have to be limited to marketing.

2. Actions to Deliver Customer Experience

You can get inspiration from successful businesses but there is no one size fits for all, decide on actions that will help you gap between customer expectation and service delivery.

Before you go ahead with the actions, build a measurement framework. This will help you understand how the actions you have planned will impact the set business goals, objectives and KPI's.

3. Delivering the Actions through Digital Channels

Even though something like coupon code can be straightforward, it might be challenging to think of delivering proven offline tactics through digital channels.

The best thing about digital is the ability to measure. If you can measure you can segment. Segment and identify insights relevant to a specific segment and use that insight to personalize the offer.

If you are clueless about where to start you can start researching on growth hacks and growth hacking tools. There are quite a lot of awesome tools out there which can help you to deliver a better customer experience, efficiently and effectively.

Experiment, Learn and Repeat

Mistakes happen all the time, we all make bad decisions. Get into the habit of testing before implementing sitewide or going all out on your customers.

The SLT disaster is a classic case of Linear Thinking in a Non-Linear world.

Click Here for an interesting article on the subject by HBR.

TL:DR

Here's a quick 3 min video