Pleasing Telcos and Users

Before starting and introducing the article itself, we would like to thank Denis Kranjc, the Executive Director of Optispin, for his time and comprehensive answers to our questions.

This interview is aimed at all telecommunications service providers in Europe and beyond. Denis has already provided us with a detailed explanation of what his company does and what it offers to telecommunications companies and end users. Although the idea to establish the company came from the users' need to quickly and easily reach an operator, this interview will highlight the benefits our partners gain by collaborating with Optispin.

1.

Almost a month ago, you launched a new product called M&S Solutions. As you mentioned at the time, the product is a comprehensive solution, covering everything from marketing to successful sales closure.

How did you come up with the idea of combining marketing and sales, given that these functions often conflict or remain separate in telecommunications?

"For many years, our company has aimed for a comprehensive approach for our clients in the telecommunications industry. For the past seven years, we've been closely monitoring their operations and working with them to enhance our Optispin solution, which initially focused solely on providing potential customers.

The idea of merging marketing and sales into a comprehensive M&S Solutions came from our continuous quest to best meet the needs of our clients, the Telco companies. In our work, we've noticed that marketing and sales often operate as two separate departments with different goals, leading to inconsistencies and hampering the overall process's efficiency.

Our goal was to build a bridge between marketing and sales, merging them into a unified ecosystem. With this approach, we can offer telecommunications companies a complete solution that covers everything from initially attracting potential customers, understanding their needs and desires, to successfully closing the sale.

M&S Solutions integrates marketing activities such as customer segmentation, tailored marketing campaigns, and analytics with an efficient sales process, ensuring a smooth transition of potential customers through the entire sales funnel. Our solution provides better tracking and analysis of the customer's journey and automates key steps, shortening the sales cycle and improving conversion rates.

This way, we have created an environment where marketing and sales work in harmony, with the shared goal of acquiring and retaining customers and increasing sales. We believe that this integrated approach will give Telco companies better insights into their customers' needs and thus better results.

With M&S Solutions, we will continue to improve our comprehensive solution, enabling telecommunications companies to bridge the gap between marketing and sales and increase their competitiveness in the market."

2.

Let's start by focusing on marketing solutions first. Can you explain why the first part of the conversation and the introduction of the new product are particularly relevant to the marketing department?

"If I can joke a bit, 'everything starts with good marketing.' The first part of the conversation and the product presentation are crucial for the marketing department because they can effectively reach relevant users right from the start.

When a user sees the Optispin solution promoting a Telco's brand and benefits, they immediately recognize that a 'third party' is endorsing the Telco. This creates an 'edification effect,' meaning that users see the Telco in a positive light because it's being promoted by a trusted platform like Optispin. This approach gives marketing more credibility and authority, which, in turn, increases users' trust in the Telco's brand.

For the marketing department of an operator, this approach is extremely beneficial as Optispin helps them reach relevant users with less time and money. Instead of running extensive marketing campaigns that require substantial resources and aren't always effective, an operator can use Optispin to directly target user segments already interested in their services.

With the addition of M&S Solutions, the marketing department gains even more tools for analytics, tailored campaigns, and automation. They can now better target their message to the right audience, increasing the effectiveness of their strategy. In this way, marketing and sales work in harmony, leading to better conversion rates of potential customers into satisfied clients.

With the comprehensive approach of M&S Solutions, everything starts with good marketing, enabling Telco companies to stand out in the market, effectively connect with their target customers, and offer them the solutions they need."

3.

After the comprehensive presentation of your marketing product, can you now summarize how your user acquisition process affects the quality of the so-called "leads" you provide to your partners?

"Through effective marketing, we bring in high-quality leads who are actively searching for better offers at that moment. Here, the 'magic' happens with the help of artificial intelligence (AI), which analyzes user behavior and needs, enabling the identification of potential customers most likely ready to switch providers.

Our Optispin solution, combined with M&S Solutions, uses advanced algorithms for user segmentation and profiling and precisely analyzes their online activity, information searches, and brand interactions. This allows us to identify which leads are currently most receptive to a new offer. We then target these user segments with tailored marketing messages, increasing the likelihood of a positive response.

When customers respond to marketing campaigns, our system uses AI to analyze their response and categorizes them based on their level of interest and readiness to purchase. This process leads to the formation of highly qualified leads, which we then deliver on a 'silver platter' to our partners in the telecommunications industry.

With such leads, partners save time and money as they don't have to invest in extensive marketing campaigns or cold calls that often don't yield desired results. Instead, they receive pre-qualified customers actively looking for better offers. Who wouldn't want to receive leads on a silver platter?

Ultimately, this means that our user acquisition process improves the quality of leads, resulting in higher conversion rates and more satisfied customers for our partners. We reliably and consistently ensure a high level of quality, increasing the success of sales campaigns and strengthening long-term partnerships with our clients in the telecommunications industry."

4.

Denis, you've nicely explained how Optispin marketing supports and complements telecom operators' marketing efforts. Now, can you explain more specifically how the M&S solution helps telcos achieve better results?

"Can you imagine a customer coming to your company or store wanting your offer? Isn't that every salesperson's dream? That's the Optispin M&S solution. We bring you a customer who is currently seeking a better offer and is ready to make a purchase.

The Optispin M&S solution allows you to target potential customers who have already shown interest in switching providers or actively searched for information about new services. With the help of artificial intelligence, we analyze user behavior and needs, providing our partners with extremely high-quality leads.

But our story doesn't end there. Once we find an interested customer, the next steps are critical. Now, sales skills and processes are needed. This is where the Optispin M&S solution comes in:

1. Aligning marketing and sales:

Tailored Marketing Messages: Marketing messages are customized for each customer segment based on their needs and behavior, increasing responsiveness.

Analytics: Analytics help us monitor the effectiveness of individual campaigns and quickly adjust strategies to ensure the best results.

2. Sales process automation:

Recommendations for Next Steps: With AI, the system automatically recommends the next steps, such as tailored offers or follow-ups.

Efficient Tracking: The sales team receives precise instructions for follow-up actions, shortening the sales cycle.

3. Improving sales skills:

Sales Training: The Optispin M&S solution includes recommendations to improve sales skills based on customer feedback.

Scripts for Sales Conversations: The system prepares customized scripts for sales conversations, enabling salespeople to communicate more effectively with customers.

4. Personalized customer experience:

Customized Offers: Customers are presented with offers that best match their needs.

Continuous Communication: The system allows regular communication with customers through various channels, increasing loyalty and long-term engagement.

With the Optispin M&S solution, telecom operators not only get better-quality leads but also improve sales efficiency with a tailored approach and automation. This way, sales teams can spend more time building customer relationships and achieve better results faster, with a conversion rate of over 15%."

5.

Thank you, Denis, for your comprehensive answers. To wrap things up, could you summarize the three key advantages Optispin offers telcos compared to the competition?

"Thank you very much for your questions. I'm glad I could provide a detailed explanation of the Optispin M&S solution and its benefits. To conclude, let's summarize the three key advantages Optispin offers telecommunications operators compared to the competition:

1. Quality leads on a silver platter:

Optispin uses advanced algorithms and artificial intelligence to deliver high-quality leads to telecommunications operators who are currently ready to switch providers or purchase a new service. This allows operators to save time and money and focus on sales conversations with customers who have already expressed clear interest.

2. Complete integration of marketing and sales:

With the Optispin M&S solution, telecommunications operators achieve complete alignment between marketing and sales. Marketing campaigns are precisely targeted at the right audience, while sales processes are based on accurate analysis and recommendations. This enables a more efficient sales funnel, shorter sales cycles, and higher conversion rates.

3. Personalized customer experience:

With tailored marketing messages and offers, Optispin M&S ensures a personalized customer experience that puts customers at the forefront. This not only increases the chances of successfully closing the sale but also strengthens customer loyalty and long-term engagement.

4. Highly effective investment and revenue increase:

Optispin has generated multi-million-dollar revenue with new customers.

By combining quality leads, an integrated marketing-sales approach, and a personalized experience, Optispin M&S is a comprehensive solution that enables telecommunications operators to increase sales efficiency, reduce customer acquisition costs, and improve market competitiveness."