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CASE STUDIES
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WHY  |
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Communication  Woosh Wireless |
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Woosh Wireless - Using the power of the internet to allow customers to check for availability and service
Summary The New Zealand telecommunications industry is vastly different from what it was even five years ago. More customer choice, the development of faster internet access, more companies vying for more subscriptions. Marketing is critical to this new landscape, and letting customers find out if they can access your service a key element in sales and marketing. Challenge To find a customer solution for the internet that is easy to use and easy to implement. The data driving the solution will be complex and the requirement will be to marry complex data with an easy-to-use front end. Solution A web-based application to allow customers using the Woosh website to enter their address details to find out if Woosh is currently available in their area. Critchlow's application combines detailed address data from their proprietary GeoStan NZ solution with a MapXtreme application that allows geographic data to be access, queried and displayed over the web and then displayed dynamically in map form. GeoStan NZ provides the link between address and physical location - when a prospective customer enters their address details on the Woosh website, GeoStan corrects spelling errors, assigns a meshblock and postcode, and provides the X and Y co-ordinates for the address. The address data comes from Critchlow's own NationalMap2 roading database and from Land Online and is updated every month. Another key aspect to this solution is the integration with GPS Drive Test data collected by Woosh field staff. Their GPS readings are mapped to signal strength polygons on a grid which tracks coverage levels, and this grid is then layered with the address data captured through the website. This enables Woosh to provide customers with vital information on signal strength at a particular address, and to provide correct pricing information - for example, if lower coverage levels at an address means a booster pack will be required at an additional cost. The web application also gives staff a vital sales tool. "The application on our website is the primary interface for our prospects and is a vital first step in qualifying potential customers," says Woosh IS Manager, Philip Quirke. "It shows full coverage, coverage needing a booster, and no coverage for every address entered, as well as ensuring address details are correct. Additionally, our sales people have internal access to more detailed information, such as maps of our planned future coverage. This means that if someone enters their address into the web application and the address currently has no coverage, we capture their information and can go back to them when coverage expands to their area. We can then proactively contact the prospect and find out if they are still interested in Woosh." The system also has links into other core business applications and plays a key role in the sales process. "For example, from within our internal CRM tool, our customer service representatives can pop up a map window which overlays a particular customer location on a grid map of our coverage areas. Our coverage map shows detail of the strength of signal in two areas - one where just a modem is required, and the next level, where a booster aerial is needed. Using this tool, the rep can see if the customer is on the edge of a coverage area, and therefore may have some problems with signal strength," Quirke explains. "The GeoStan application is also integrated with our customer database. Every query on the website is captured and resolved to the co-ordinates on our coverage maps. Then, when a new cell site comes online and our coverage maps change, we can query the database for addresses within the new coverage area for that site, and proactively market our service to those addresses. Generating the prospect list enables us to close the marketing loop. Using this application, we can dynamically associate every one of our customers and potential customers with a specific address and with our coverage grid." Customer Profiling and Targeted Marketing Using MapInfo, the data from the web application can also be integrated with standard census data and used for customer profiling and targeted marketing campaigns by Woosh's marketing team. This application has made the prospecting and sales process far smoother for both Woosh and its potential customers. Before implementation, Woosh used MapInfo internally to show cell sites and to generate coverage polygons. However, potential customers could not readily find out if their address was covered, and had to call Woosh, where a customer service representative would have to look the information up in the MapInfo system. Critchlow had provided the existing mapping solutions for Woosh and were called in to help create an improved interface for customers. The Critchlow team customised GeoStan NZ to integrate with Woosh's existing coverage polygons, and then used MapXtreme to build the application to run on the Woosh website. "The application has been very solid. In fact, it's one of the most robust components in our entire system and we see it as absolutely a core part of our prospect qualification and sales process." Philip Quirke, IS Manager, Woosh |
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