Enhancing MTN Nigeria’s digital presence

Digital business support systems company Tecnotree recently announced its partnership with MTN Nigeria on a new initiative: Metamorphose. CEO Padma Ravichander explained how this will improve the MTN Nigeria customer experience to Ron Murphy.

MTN METAMORPHOSE IS described as a transformation programme that will enhance MTN Nigeria’s digital presence for consumers and enterprises powered by business support systems (BSS) expert Tecnotree’s digital suite.

As Tecnotree’s original announcement put it, “The programme’s objective is to adapt to customer needs, improve customer experience, and become the enabler of digital life through tailored customer-centric offerings.” bringing world-class technology solutions to create immersive customer experiences on Tecnotree’s digital platform.”

So, we asked Padma Ravichander, Tecnotree's CEO, why is now a good time for MTN Nigeria to introduce the Metamorphose initiative?

As she pointed out, the telecommunications industry today is characterised by its digital transformation to address the need to move to 5G monetisation, cloud infra enablement, and the need to innovate in a dynamic business environment. This demands communication service providers become more customer-centric in their core businesses. Improving the customer experience starts with not just technology transformation, she noted, but equally with organisational culture and business process and mindset transformation as well.

So, she explained, “MTN Nigeria, through its Metamorphose initiative – powered by Tecnotree – has commenced a customer-centric approach to help grow revenues and improve efficiency, productivity and quality of service. Metamorphose will focus on total customer experience management, and create new digital engagement and multi-experiences, thus laying the critical foundation to capture customer intimacy and customer delight.”

This initiative, then, will play a vital role in modernising MTN Nigeria’s digital infrastructure, enabling it to build stronger relationships with both enterprise and consumer subscribers by offering them rapid personalised and customisable experiences. Ravichander summed up, “This innovative programme will help MTN Nigeria take a strategic step towards

Of course, the Nigerian mobile telecom market is the biggest and one of the most competitive on the African continent. Therefore, in today's highly competitive market, achieving significant market performance is critical for organisations like MTN Nigeria. Customer engagement is required across telco, digital or hybrid channels and, said Ravichander, “Metamorphose will be able to offer an omnichannel experience across campaigns, service fulfilment, and payments. Intent-based analytics, powered by Tecnotree’s Sensa platform for artificial intelligence and machine learning, will be used for end-to-end digital experiences, across various channels.”

She added, “Customer engagement is now evolved from textual to graphic to live and interactive chatbots/videos. Metamorphose will explore different kinds of total experience engagements across different kinds of customers and enterprises, to create a social commerce platform integrated with a partner ecosystem on Tecnotree Moments.”

The press announcement also mentioned the TM Forum. Why is it important that Metamorphose conforms to TM Forum Open API standards?

Ravichander explained, “It is important that

Metamorphose conforms to TM Forum Open API standards as Tecnotree’s adoption of opensource technologies – open API-based plug and play capabilities, and highly configurable and templatised design – are some of the factors that empower service providers to choose the best partners for specific services.” Importantly too, “Conforming to TM Forum Open API standards reduces operational expenses, which makes it easy to quickly deploy innovative and personalised multi-experiences in response to market demand.”

She added, “Service providers are further able to use the Tecnotree Digital Accelerator Platform (DAP) with low-code/no-code capability to their advantage, which further reduces their TCO. Tecnotree thus has been able to bring successful transformations in different areas of the CSP’s ecosystems by replacing the buy vs build through blended partnerships. Customers get to purchase hand-picked solutions from the complete digital portfolio of Tecnotree and using the Tecnotree DevOps offering can further customise these solutions to meet their business goals.”

But that’s not all. The programme’s objective is to proactively understand and respond to customer sentiments during customer engagement across multiple channels and

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