The Power of a Brand That Delivers on Its Promise

Posted: June 5th, 2013 | Author: | Filed under: Behind the Scenes | Tags: , , | Comments Off on The Power of a Brand That Delivers on Its Promise

Sometimes, a brand can become so powerful that it can carry the entire organisation and even take over as a corporate identity.  We come across many stories where a brand becomes larger than life, bigger than the corporation running it, thus creating the ultimate experience for the customer. That’s the sign that a brand has fully delivered on its promise.

At Comptel, we did a brand refresh last year to align with our ‘Event-Analysis-Action’ strategy; the essence of it is captured in our slogan, ‘Making Data Beautiful’. Such a simple brand promise requires serious behind-the-scenes planning, because we have to tackle the complex, real-world scenarios behind Big Data, and introduce Comptel’s technological innovation and strategic framework as a key differentiator.

So how do we make data beautiful? I usually get this question from a lot of different people, from journalists to customers to new employees.  My answer is simple: we specialise in telecommunications and have been serving companies that have staggering amounts of data (Comptel processes 20 percent of global mobile data) for more than 26 years. This data has been collected, processed and analysed—and turned from intelligence into real-time opportunities for our customers. Ultimately, what we do brings people closer to their interests and their loved ones. We think that is beautiful.

The tag line expresses not just what Comptel does, but how we feel about our brand. It combines the rational (data) with the emotional (beautiful). Together, these two values basically define our company. We apply analytics to data in a way that allows for intelligent decisions, smart operations and the automation of customer interactions—turning Big Data into business opportunities for communications service providers (CSPs).

We recently got recognised for our ability to take CSPs to the next level in customer experience management. Such recognition not only endorses our brand but also helps to quantify value for our customers.

We are constantly thinking of partnerships to enhance our portfolio and fulfill our brand promise to our customers. Recently, we’ve been working with salesforce.com to commercialise the smart order validation opportunity. Comptel showcases the value of our growing portfolio to our customers through a solid track record of reducing costs, supporting service innovation, enabling operational excellence and improving the quality of customer interactions for CSPs across the globe.

Creating and maintaining a valuable brand may look easy, but it involves great thought leadership, engaging the right audience and constant validation to support your positioning in the market. Your brand helps build the perception of your organisation, and it goes much further than just your logo. After all, you need to stand out to be noticed, and what is a better way to be noticed than being a brand that delivers on its promise?

Image: 123ref.com

Reflecting on My First Three Months with Comptel

Posted: May 15th, 2012 | Author: | Filed under: Behind the Scenes | Tags: , , , , , , , , , | Comments Off on Reflecting on My First Three Months with Comptel

I promised to write a follow-up blog post after completing Comptel’s rebranding and spending one quarter with the company. I was especially inspired to do this after one of the Finnish business papers asked me to describe how I felt after having spent 100 days in my new role—but in just one sentence.

Requests for this type of ‘elevator pitch’ can be extremely difficult, particularly to be so concise, but mine came pretty easily: “It’s refreshing to be in a company where the values are high on senior leaders’ agendas and present in everything we do.” And after sharing this ‘elevator pitch’, it became even clearer to me that my colleagues, who have been with the company a bit longer, have positively experienced the change Comptel has gone through in the past year, and that other newcomers like me have also welcomed the spirit of the highly knowledgeable and friendly people we have.

In the last blog post, I also discussed the ‘love business’ and how the majority of consumers feel like they haven’t been getting enough love from their communications service providers (CSPs). I feel like discussing this softer side of doing business is critical for any organisation that wants to succeed. So, I’ve tried to summarise our corporate values and make them a bit more concrete with a couple of my own recent experiences as examples.

For instance, last week, I had the privilege of participating in a session where the core members of our analytics team shared their backgrounds and where they would like to see Comptel go in this space. There were many fascinating stories with members of the group talking about their Ph.D.s in mathematics, shared passions for solving problems, and journeys from battling trial and error to ultimately achieving real success when demonstrating how their algorithms can help CSPs get closer to their customers (e.g. predicting the churners with extreme accuracy). This was the perfect setting for showing our excitement about the value add we deliver to our customers and our focus on constantly making things happen and improving the results. I regret that I did not capture those stories via video, but we will soon have a short one featuring Matti Aksela, vice president of analytics. (In the meantime, you can read about Matti’s views on customer experience management in the April-May issue of VanillaPlus,)

Similarly, I visited three of our main offices: Sao Paulo, Brasil; Reading, U.K.; and Kuala Lumpur, Malaysia, and found that it was really refreshing to see positive energy, close collaboration at both the global and regional levels, and a strong desire to meet our customers’ needs. And, respect, which is challenging to execute across all individuals in an organisation, was clearly evident as well. I believe the diverse cultural mix across our global organisation lends well to the way respect is shown and expressed—whether it is related to customer requirements or collegial collaboration.

Am I still in a honeymoon phase with Comptel? I don’t think so after hearing that long-time employees share the same feelings—and that they were the ones who established and have made our corporate values happen. The key to this: believing that nothing is impossible and being able to put egos aside and respecting decisions made as a team versus as individuals.

It’s interesting to see how our four values—passion, united, respect and make it happen—are related. It is a bit difficult to make the most out of oneself without passion, and business today is such a complex entity of variables that nobody can make it alone; thus, it is critical to unite and collaborate. Without respect, we cannot ensure that our work is fully resourced and timed to deliver the expected results, such as the processing of more than half a billion network transactions daily for Telefónica Central America.

Comptel’s business outlook is ambitious, requiring constantly winning new customers and enhancing our portfolio by launching new products, solutions and services—all while improving our productivity. The key to achieving these objectives is to align all of the forces needed to reach these goals, ensure a shared direction, keep people motivated and tweak the environment to produce winning teams. I believe that well-implemented values like ours provide fuel for the engine needed to deliver such promises to the market.

This was my reflection from my past three months at Comptel, but as I’m more of a forward-looking person, I would like to briefly highlight our presence at Management World 2012 next week. We are excited to meet with customers, partners and prospects, and discuss how we can help CSPs understand the status and context of their networks and their customers and their service use, rapidly respond to changing market requirements and, more importantly, institute the best approaches for predicting churners and generating new revenue opportunities for better business. We are all passionate and excited about showing how our ‘event-analysis-action’ strategic framework has been operationalised. Hope to see you in Dublin and ‘co’nverse on making data even more beautiful!


Summarising My Thoughts on Mobile World Congress

Posted: March 13th, 2012 | Author: | Filed under: Events | Tags: , , , , , , , | Comments Off on Summarising My Thoughts on Mobile World Congress

I thought I would have been able to blog more during Mobile World Congress (MWC). How wrong I was though! In retrospect, I have to say I’m not at all disappointed about it, as MWC was a great event for Comptel. Ulla Koivukoski and others can say more about that. In this blog post, I’ve tried to focus more on the product side of things, but first wanted to say something about the way we looked.

The launch of our new brand was noticed by all who have known Comptel for a long time. It was great to hear the positive feedback as well as MWC attendees’ curiosity about the new brand. When I saw our new tagline, ‘Making Data Beautiful’, being noticed by one of my favourite technology news sites, it warmed my heart. The Register even gave us a special mention in its MWC coverage (any news is good news, or would you disagree?). To me, it’s very clear how we make data beautiful, but I welcome everybody to discuss it with us—we are happy to share our story with those interested.

At MWC, we also unveiled our focus on offering Customer Engagement solutions, where our product portfolio helps realise our ‘event-analysis-action’ vision. It seemed to be well understood and led to some very interesting discussions during the event. In addition, there was a natural interest towards Comptel Social Links and our future plans with that product, which we recently acquired from Xtract.

The future of policy control and online charging and the importance of integrating them (which we already did in 2010) still had a major buzz around it. This is not where the evolution of policy control will stop though—it’s actually quite the opposite, and we’re heavily working on new capabilities in this field. Some of those ideas were recently referred to by Alan Quayle in his MWC summary.

Comptel Dynamic SIM Management and our Wataniya Kuwait project garnered a lot of attention, too. Many discussions began on how self-care personalisation is a tool and way for communications service providers (CSPs) to enable loyalty, and how catalog-driven order management is essential for such self-care to be effective and cost-efficient. This is especially important when aggregating over-the-top (OTT) and other third-party offerings into the CSPs’ own offerings.

During the same week as MWC, Comptel was awarded with an IBM Beacon Award for the Best Communications Industry Solution. I think it’s a great honour from one of our most long-term strategic partners. It was given based on our mediation product, which is being used by about 20 of the 30 largest CSPs (by subscribers) and processes 20% of the world’s usage events. This was a figure that came as a surprise to many, but we have an extensive install base with multi-billion events being processed per day.

There lies a key question for CSPs. With data processing volumes expected to grow 10-100 times with LTE, according to various reports published, how scalable is your mediation system, and more importantly, how cost-efficient is it really to scale to these volumes? We expanded on the work we did with Heavy Reading on this topic during the event.

We also demonstrated some of the most recent product advances we’ve made, and proved that we are not just talking on a conceptual level but can demonstrate how our products actually work. One of these was the new release of our catalog-driven order management solution.

MWC for me is always a lot more than just meetings with partners and customers. It’s a way to see the people behind email addresses. The event brings a lot of people together, and you get to see former colleagues in their new roles and old friends long gone, and build on those relationships, which are very important, at least to me. This relationship building is also very crucial for CSPs to do with their customers; the deeper the relationships are, the more profoundly difficult it is to let go. But like every relationship, it needs to be actively cared and nurtured. And like we say at Comptel, that is beautiful.

For some reason, after a rather exhausting event filled with long days and a lot of meetings, I felt somewhat sad to be sitting in the airplane on my way home. Not that I didn’t want to go home, but I very much enjoyed MWC this year. If you had some great experiences, why not leave a small comment here?

For those that read my previous blog post about the failing cruise control on my car, the story had a happy ending. The maintenance shop fixed the problem, and I had first-class customer service during the re-visit.

I’m starting to move my sights to Management World 2012 in Dublin, where you can also meet us and find out more about Comptel. I don’t want to spoil the event by telling you what we’re going to show there, so be patient, we always have something new cooking. Let’s ‘co’-operate and ‘co’-create better customer engagement until then!


Reflections on Comptel’s New Branding – “Making Data Beautiful”

Posted: February 27th, 2012 | Author: | Filed under: Behind the Scenes | Tags: , , , , , , | 7 Comments »

‘I like not only to be loved but to be told I am loved.’

–English writer George Elliot (1819-1880)

If somebody had told me ten years ago that I would be talking about love in the context of telecommunications, I probably would have had an amused smile on my face and just continued with the technology and business jargon we used to have in conversations. Talking about beautiful data would have been an entertaining topic for the industry, where the competition was about the speed of launching new technology and compliance with standards.

The bright engineers, attractiveness of the communications service provider (CSP) business and innovations out of Silicon Valley have enabled, if not forced, a reasonably fast change of attitude in the telecommunications and Internet industries. We have left the era of measuring the customer experience by the technical metrics, for one where the customers should not only be loved but also shown love.

What has all of this to do with Comptel Corporation’s new brand, which I was supposed to discuss? Comptel plays a crucial role in helping CSPs show their love to their customers. We wanted this, plus the love for our own customers, the CSPs, and our partners, to be reflected in our new brand. Sounds complicated? It’s simple, really.

The rationale behind the brand is the fact that Comptel’s offering deals with processing a vast volume of data that is invisible below the surface. We collect this data in real time, turn it into actionable information and business intelligence for CSPs, and enable them to act on it—to better show their love to their customers. Ultimately, what we do helps people get closer to their interests and loved ones. We think this is beautiful.

At the core of the brand is the new Comptel logo. This bolder image heralds our fresh and confident approach to business, while the “co” of Comptel is highlighted as a constant reminder both internally and externally that we believe strongly in partnerships, bringing to mind words like “cooperate” and “collaborate”. Further, surrounding the “co” are two abstract, roughly formed letters “c” and “o”, which reference the data particles connecting the logo with our new tagline: “Making Data Beautiful”. The blue stands for our more than 25 years of experience, and the green conveys the renewal we are undergoing as a company.

We believe that a company’s brand is not simply about the way it looks, but it is rather the essence of the company. Fundamentally, a brand should encompass everything from the value added to customers and partners to the way a company communicates across all channels. This is exactly what we hope to embody with the new Comptel brand.

After three and half weeks as the head of marketing and communications of Comptel and jumping into the middle of the preparation to launch the new brand at Mobile World Congress, I can only be proud of my new colleagues who have worked hard to renew the business strategy and corporate values and who have now brought the new brand to life. We have started an exciting journey to turn around the company. I am happy to be a part of it and provide my personal ‘co’-promise: ‘Count on me’, too. Please visit us in Barcelona (Booth #1C06) and share your opinions on CSPs’ love for their customers and the beautiful data business.