Stephen Usmar, Telecom New Zealand, with a background in marketing business intelligence systems, introduced GIS in 1998 to Telecom New Zealand and reactivated it about 18 months ago. One of its uses is to support their sales teams.
Telecom NZ provides fixed mobile and IT products and services to consumer, small and medium sized enterprise corporate and wholesale customer segments.
A door-to-door team goes door-to-door to sell broadband. They log 4-6 hours shifts, have 450,000 conversations, and travel 20,000 miles. They knock on 1 million doors.
“This began for me in one evening in July when a Telecom NZ sales rep came to my door. Since I was a customer why was he there?” said Usmar. “It got me thinking there’s a better way, somebody in the office photocopies a map, draws a boundary, sends people out to knock on every door in five hours and then we pick up you up. The problem is every other household is a Telecom customer, so the calls on those become service calls. The goal is to exit as soon as possible from these calls and move on to a genuine prospect.”
There was an existing Telecom NZ GIS capability.
“I knew where every customer was. I took their paper maps, married it with our GIS app, digital maps and customer data, “said Usmar. “There were three types of households identified: contact prospects with no telecom, customer – no telecom and broadband but access and/or mobile, and skip customers.”
For prospects they usually only have their address, and when they last marketed to them. “With the use of the GIS, we went from little sales data to rich sales data that could be analyzed.”
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