Orange / Hutchinson Telecoms - a case study

Experian QAS adds value to new Orange CRM solution

Hutchinson Telecommunications Australia has recently invested in advanced Customer Relationship Management (CRM) technology, to ensure that its Orange call centre operators are even better placed to optimise the high quality of personalised customer service offered.

In a project undertaken by leading systems integration consultants, Logica, the Orange call centres now utilise Vantive, internationally proven as one of the leading CRM solutions packages in the world.

"But what has added even more value to the Vantive installation has been the integration into the CRM solution of Experian QAS' QAS Pro address management software," enthuses Ronald Starreveld, Senior Project Manager, Logica.

Data integrity

"Address data integrity and speed of capture are extremely important to any customer service related company. And the Experian QAS products were an exact fit for the niche of what we required. QAS Pro has not only eliminated and spelling errors from our customer addressing - something that can always adversely affect customer perception of a company - but it has also dramatically brought down the time it takes operators to call up the correct information on a customer when dealing with them on the phone."

Address matching

Accurate address matching is still relatively new technology for Australia. Experian QAS' AMAS-approved software (i.e. Address Matching Approval System) is based on Australia Post's recently launched Postal Address File (PAF), which currently guarantees address accuracy for over 9 million addresses throughout Australia, a number that is growing daily.

Huge savings

"When prospective customers contact the Orange call centres to ask about their services or apply for a phone," continues Starreveld, "the Experian QAS system means that the Orange operators will be able to call up their customers' correct details in as few as eight keystrokes. This makes for potential savings in operator time, as well as the professionalism underpinned by the accuracy of the address data drawn up."

"On top of this, all Orange customers are invoiced monthly, not to mention the variety of direct mailshots sent out to them. And QAS Pro's PAF-verified accuracy virtually eliminates the problems and expense incurred by returned mail due to inaccurate addressing."

Integration

Available either as a Plug & Go or API solution, QAS Pro software can be seamlessly integrated into any existing applications. Logica's Alex Talib was responsible for the smooth integration of QAS Pro into the Orange Vantive CRM solution. He notes: "Had this software not existed, the alternatives would have been very painful and perhaps too impractical to try and undertake."

"We would have had to develop our own software and applied for AMAS-accreditation ourselves, which would have certainly have been a very-time consuming and potentially expensive process."

"This is why, aside from anything else, QAS Pro represents such good value for money. It satisfies our data integrity and address capture needs completely, whilst also enabling use of Australia Post's new Delivery Point Identifier (DPID) coding for discounted mailing."

For further information about Experian QAS, please contact QAS.