Passionate about Adding Value

Posted: May 17th, 2013 | Author: | Filed under: Industry Insights, Telecom Trends | Tags: , , , , , | Comments Off on Passionate about Adding Value

A good month ago I changed my position from heading Marketing and Communications to leading the newly established Analytics Business Unit in Comptel. Since then, I have had six customer meetings in the Middle East Africa and Asia Pacific regions in addition to the kick-off workshop with the new team and one week of holiday. To sum up, I could state that my past six weeks have not been boring.

Ulla Koivukoski and her new Analytics Business Unit at kick-off

Some of my friends and my dear daughter have asked about the constant source of energy to go for something unknown or new. Advanced analytics is still taking its baby steps in the telecommunications industry. One friend was teasing that wouldn’t it be nicer just to focus on gardening and fishing instead of running constantly into new challenges. The answer to the latter question is naturally yes, but when one has the passion for something else, why not to go for it as long as the inspiration and motivation is there? And the former question? I simply love my job and my colleagues from whom I learn everyday something, if nothing more, about myself.

What keeps me going then?

Think back to one of those moments when you succeeded in making somebody really happy and were appreciated for it? How did you feel? I’m sure you felt good. It’s the same with my job. Those of you who have been in the technology business know that it’s not always bed of roses when delivering complex solutions. However, when you have delivered the solution and see the satisfied smile on the customer’s face, you can feel good as well. You might not be as emotional in this sense as I am, but it’s maybe worth reminding that customer satisfaction and customer profitability have a strong correlation.

During the trips to the regions, it was my great pleasure to meet one of our customers whose marketing team was very happy with the results which we had delivered together with them. I also met some communications service providers (CSP) who don’t yet have our analytics, but who got nearly as excited as I about the business opportunities we could bring to them. To be fair, I must admit that I also visited a customer site, where we are still in the building phase and are a bit learning the environment and way of working. However, I was really delighted to experience the spirit of collaboration “to build the success for both parties”, as the customer stated.

How do I know whether we are adding value?

The hot topic of the entire ICT world is Big Data. There is a lot of hype around it and some scepticism, whether the CSPs can ever really monetise it. In telecommunications, the tendency has been to invest in large systems and then start building something valuable on top of it. The market is changing faster than it used to, and maybe there is a need for more dynamic and ready thought-out solutions to address specific business issues? This is the way how we think we can help derive value from Big Data. We have been working on specific business cases that are based on some of the real results from our projects. Naturally we have applied them in fashion that protects our customer’s anonymity but are still very enthusiastic about the opportunity, for example, to help CSPs prevent churn to both stop wasting their marketing OPEX and get more revenue per customer. One exciting opportunity is related to new technology launches such as LTE, but there are many more.

This week has been another inspirational week for me

Although I did not have time to participate in the Management World 2013 in Nice, I can remotely celebrate the announcements which we have posted at the event. Naturally the greatest pleasure was the Pipeline Innovation Award of the Customer Experience Management for Comptel Social Links. The other news, such as the innovations intent with a cloud computing leader, Salesforce.com and collaboration with Tech Mahindra Limited show that we as a company have succeeded to encourage our people to come up with non-traditional ways of delivering customer value and to understand the importance of partnerships.

The first weeks with the Analytics Business Unit have been hectic and I don’t expect anything less from the future, but there is so much positive momentum and customer interaction that it keeps me and the team going.


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