Email a colleague    

January 2011

Achieving Revenue Maximization in the Telecom Contact Center

Achieving Revenue Maximization in the Telecom Contact Center

Folks like me whose heads are usually wrapped around revenue assurance, billing, and OSS issues tend to forget about customer care’s role as a revenue center.

Yet optimizing the contact center offers one of the greatest returns on investment for a telco.

After all, customer loyalty drives profitability.  In fact, AT&T’s research in this area suggests that service quality — of which customer care is a part — has the highest impact on customer loyalty.

And Harvard Business Review studies confirm that it typically costs 10 times more to acquire a new customer than to retain an existing one.  So when you factor in acquisition costs and base operating cost, profitability in the telecom industry is usually realized in year three of a customer relationship.

Bottom line: It’s foolish to lose people out the front door due to poor call center practices.

Yet as critical as the call center’s mission is, it’s in conflict.  Retaining customers means spending money in agent training and technology; however, it’s also imperative to save money on staffing, networks and time spent talking to customers.

So what to do?  Well, for Robert Lamb, director of Contact Center Services at AT&T Consulting, the answer is to strike what he calls an “artful balance“ between contact center investment and cost savings.  Exactly what he means by artful balance is the subject of my interview with him.

I met Robert at the recent TM Forum conference in Orlando where he gave an insight-packed talk on contact center strategies.  It was a cool presentation.  First, being a professional speaker, Robert knew how to keep his audience engaged.  He also broke up the PowerPoint with some fun roundtable discussions.  Best of all, his thorough knowledge of the subject made for some great Q&A.

In the interview, Robert offers advice from his consulting work with his internal client, AT&T, and other world class customers like Ford, Dell, Discover Financial, DISH Network, and General Motors.

Dan Baker: Robert, many of the people reading this blog have revenue assurance and related jobs.  And I’ve found that a surprising number of these people come from customer care backgrounds.  Apparently it’s a great training ground.

Robert Lamb: If you’re involved in customer service, you’re aware of a lot of things.  You are certainly aware of what your customers want and what the primary issues are, especially the most repetitive ones.  If it’s a good contact center, you’re also aware of what’s going in your sales, marketing, and legal departments, and even fulfillment teams.

So somebody who grows up in customer care really has a good sense of where the customer painpoints are — what issues customers care about.  And that’s the first step to understanding how to gain greater wallet share.

Robert, there are so many areas in customer care that require attention.  Are there any particular ones that a telecom should give top priority to?

Dan, a critical one is First Call Resolution (FCR).  When someone contacts you, your goal should be to resolve the customer’s issue immediately so the customer doesn’t have to call again.

Think about it — if you’re achieving 50 percent first-call resolution, what does that mean?  On face value, 50 percent sounds like a good figure.  But that for every call you make, you need to make another call.  And what does that mean?  Somebody is dialing a toll-free number twice.  Someone is using the network twice.  Someone is using your infrastructure twice.  When you add it all up, it’s just not efficient.

And how important is FCR to retention?  Well, AT&T did a survey of our customer service in the wireless area and found that if a single customer call successfully resolves a problem, only 6 percent of callers are likely to consider switching providers.  However, if the call does not resolve their problem, 38 percent are likely to switch to another carrier.  So if you’re not measuring FCR, you should be.  It makes a huge difference.

Wow, that statistic around FCR is really quite surprising.  And it brings up the whole issue of KPIs.  What set of metrics is AT&T keen on these days?

Well, before we upgraded our contact centers at AT&T we used to focus on KPIs such as Average Handling Time and Average Speed to Answer.  Now these are not bad metrics, but they don’t tell you the full story.  Basically you need to think beyond mere operational metrics and figure out what your business goals are.  And also, what is your customer experiencing?

At AT&T, for example, we’ve got a group involved in customer retention — or a “save the customer“ group.  Now if you try to limit the amount of time those people talk on the phone, you’re handcuffing those agents.  What you need to do instead is measure their success in saving customers — and measure it by revenue, for example.

Bottom line, you need to make sure the metrics you use are geared to your business goals, and that requires you do some analysis.

What are the key technology tools an agent needs to have these days?

Well, one of the first questions I ask when I engage a call center client is, “What’s your agent desktop look like?“ Are agents navigating six or seven different screens to get what they need?  If that happens, the agent often ends up talking about the weather and other chit-chat because they’re feverishly trying to find answers to their questions.

Carriers also need to consider moving to all-IP in their call centers.  That’s a nice saving opportunity and may soon become a necessity since very few telecoms are installing TDM Automated Call Distribution (ACD)  technology in the local loop these days, so it’s just a matter of time before all contact centers will be IP-based.

The IP environment offers a number of options.  You can buy your own CPE, but also, many operators including AT&T often choose to lease their CPE so they don’t have to make a large capital expenditure.  Certainly you will save money on equipment and leasing costs — that’s what I’ve seen.  But also to virtualize, consolidate, and centralize your call center operation, IP helps a great deal.

Social media has emerged as a potentially great customer intelligence source.  Have telecoms figured out how to leverage that yet?

Dan, in the customer care world, I’m afraid we’re still coming to grips with social media.  But one thing’s for sure: The viral effect of websites like Twitter and Facebook can magnify isolated customer care problems into public relations disasters.  Great example: When rough baggage handling by United Airlines workers damaged a folk singer’s guitar and United refused to compensate him, the singer wrote a song blasting the company.  The song, “United Breaks Guitars,“ now has 9.5 million views on YouTube alone.

On the positive side, however, social media is often a very inexpensive and fruitful way of hearing the “voice of the customer.“ In effect, social media tells you what’s wrong and points out what can be done better.What better information could you have for root-cause analysis?

Carriers have many channels of customer contact — Web, IVR, live agent and others.  How do you segment customers into the right channels?

Matching the right resource to the task is very important.  You have agents out there of all stripes.  Senior agents.  Rookie agents.  Then there’s  IVRs and off-shore/outsource agents.

You need to think in terms of life-long customers being paired with life-long agents.  If you have a customer group that’s comfortable with automation, then you can send them to an IVR.  Likewise, if you have a low-value customer or one you want to lose, you can also send them to an IVR machine.

An IVR call is typically one-eighth the cost of a live agent call.

Of course, the Web is the lowest cost per contact overall.  Now what often happens, because not every website is as friendly as it should be, is that people get frustrated and go direct to the call center to resolve their problems.  This is why I highly recommend an integrated Web support model that includes chat that will guide the customer through so they don’t get frustrated and start calling your call center to get their questions answered.

The younger generation (or millennials) like to use the Web.  They even like to do things with their thumbs using mobile apps.  So you need to take advantage of that desire to use the Web as their primary help source.  So how do you balance your resources in the real world?  Well, there’s no real substitute for analyzing your own particular situation, but I suggest that you define the customer segments, figure out what your business objectives are for each segment, then from there you can match the resources you want to make available for each one.  And the value of the customer needs to be not only their value today, but potential value.  What are they worth tomorrow?

So a lot of this requires leg work.  It’s not rocket science.  But it does take some time.

Utilizing remote office agents or home-based agents is a controversial issue.  What’s your take on that?

Some companies have been able to make home-based agents work very well.  Actually, Southwest Airlines, a company we have consulted with, has 12,000 call center agents and most of them work from their homes.

But at AT&T we faced resistance to this move because agents working in the offices were afraid for their jobs.  But over time, AT&T has gradually shifted to home-based agents.  Often people working from home are new mothers who are also highly trained agents.  Home-based agents are particularly good when you consider snow storms and other bad weather.  Because they are stationed at home, it’s like having your own built-in disaster recovery program.  Plus you can divert calls from weather-affected areas and people won’t notice any degradation of service.

A related topic, of course, is call center outsourcing.  Now that topic needs to be handled very carefully.  Once you identify your customer segments and separate your “white glove“ customers from others, you can begin to decide which segments are worth considering for outsourcing.

The temptation to move to offshore is great because of the cost savings.  About 70 percent of a call center’s OPEX expense is labor.  And when you consider that Pacific Rim labor costs (India, Phillippines) are one-tenth the cost of U.S. labor, you can see why it’s attractive.

But too often companies haven’t done the analysis and built a true business case for a move offshore.  In the PC world, Dell lost a lot of credibility (and market share) when they switched to a heavy offshore customer support model.  Its competitor, HP, who relied on American agents, was perceived to have much better customer service and that hurt Dell.  After we helped them with the analysis, Dell was able to line up the customer segments that it was worth sending overseas, so they achieved the right balance of cost savings and quality.

Robert, thanks for sharing these great ideas, and I get the sense that we’ve merely scratched the surface.  So my last question is: If a telecom wants to improve its customer care, where does it start?

Dan, what I’ve shared is generic advice based on my consulting experience with many clients.  But there are always risk and complications in applying so-called “standard“ principles in a fast-moving field like contact centers.  Plus every operator is different, so the watchword is really “plan before you execute.”

Before you go out and change your customer care world, you should do it with partners who have done it before.  You can use either in-house consultants or outside ones.  But please develop a comprehensive roadmap.  In other words, define what you mean by success.

Ford Motor Company had some fantastic ideas when we started consulting with them on how to upgrade their contact centers around the world.  The trouble Ford had was the economy was terrible and they struggled to keep the lights on.  But while the “great ideas“ for improvement were good, they were unrealistic for their situation, so we helped them a few years ago shape a strategy to fit their current need.  And now Ford has recovered and is competing quite well.

You need to do a thorough evaluation of the call centers as to their current state.  That’s important because later on you want to be able to measure your progress or lack of it.  And you can actually measure your implementation in phases.  How much did we achieve?  And what can we do better?  And the costs associated with your targets you can also measure so you can show progress and get greater funding from the CFO perhaps.

This article first appeared in Billing and OSS World.

Copyright 2011 Black Swan Telecom Journal

 
Robert Lamb

Robert Lamb

Robert Lamb is Director of Contact Center Services at AT&T Inc.  A member of AT&T’s Speaker’s Bureau, he presents at many internal events, such as AT&T’s FOCUS and is a regular speaker at industry conferences and trade shows, including Avaya’s InAAU, Nortel’s INNAU, and Cisco’s Networkers.

Robert is also a faculty member of events such as the International Contact Management Institute’s ACCE, MER’s Customer Response Summit and the Contact Center Association’s Conference and Expo.

Robert has 25 years of consulting experience in strategy, design and development of contact centers.  He has consulted to hundreds of clients and created virtualized contact centers for 150+ clients globally.

Black Swan Solution Guides & Papers

cSwans of a Feather

  • Are Cloud-Based Call Centers the Next Hot Product for the SMB Market? interview with Doron Dovrat — Quality customer service can improve a company’s corporate identity and drive business growth.  But many SMBs are priced out of acquiring modern call center technology.  This article explains the benefits of affordable and flexible cloud-based call centers.
  • Driving Customer Care Results & Cost Savings from Big Data Facts interview with Brian Jurutka — Mobile broadband and today’s dizzying array of app and network technology present a big challenge to customer care.  In fact, care agents have a hard time staying one step ahead of customers who call to report problems.  But network analytics comes to the rescue with advanced mobile handset troubleshooting and an ability to put greater intelligence at the fingertips of highly trained reps.
  • Achieving Revenue Maximization in the Telecom Contact Center interview with Robert Lamb — Optimizing the contact center offers one of the greatest returns on investment for a CSP.  The director of AT&T’s contact center services business explains how telecoms can strike an “artful balance” between contact center investment and cost savings.  The discussion draws from AT&T’s consulting with world class customers like Ford, Dell, Discover Financial, DISH Network, and General Motors.
  • Bricks, Mortar & Well-Trained Reps Make a Comeback in Customer Management interview with Scott Kohlman — Greater industry competition, service complexity, and employee turnover have raised the bar in the customer support.  Indeed, complex services are putting an emphasis on quality care interactions in the store, on the web, and through the call center.  In this article you’ll learn about innovations in CRM, multi-tabbed agent portals,  call center agent training, customer treatment philosophies, and the impact of  self-service.

Related Articles

  • Subex’s New HyperSense AI-Platform Aims to Turn Telcos into Agile, Analytics-Driven Ubers and Rakutens interview with Rohit Maheshwari — An expert explains why telcos must swiftly adopt the AI/analytics methods of hyperscaler firms.  Giving telco examples where cross-company data sharing can make a difference, he explains the 12 key features of a new platform designed to deliver more agile and collaborative intelligence across a telco.
  • Subex’s COO: Machine Learning, Disruption & Adaptive Biz Models to Impact Telecoms in 2020 interview with Shankar Roddam — In our dynamic and digital-driven world, telecoms and enterprises face many business risks.  So what can you do to plot a successful future?  Hear 5 prophecies on 2020 telecom trends from the Chief Operating Officer of Subex.
  • TELUS Analytics Users Get Productivity Boost from Internal Team of Data Access & Showcasing Experts-for-Hire interview with Mange Kumarasamy — How a large organization with hundreds of analytics users gets help from an  internal Big Data team who sources multiple back-end databases; builds tailored reports; and drives campaigns that answer strategic questions for users.
  • Non-Verbal Speech Analytics: Monitoring Voice Calls in Real-Time for Customer Care, Sales, Retention & Onboarding interview with Yoav Degani — Non-verbal speech analysis studies the emotional context of voice qualities like intonation, tone, emphasis and rhythm.  A pioneer in voice analytics explains how its technology benefits customer care, sales, retention and onboarding.
  • Telecom CVM: From Scattered Campaigns to Unified & Consistent Communication with Customers interview with Cretièn Brandsma — Despite the many failures Customer Value Management has faced in telecom, CVM’s future is very hopeful.  A carrier expert explains why telecoms have faltered, how customer experience programs can be revitalized, and where telecoms should invest in better tactics and technology.
  • The Key to Driving 4G Profit: Sell Value, Not Bandwidth by Miri Duenias — Are you struggling to earn a profit on your 4G investments?  Many operators are failing today on the marketing side.  But aligning 4G products with a customer’s personal preferences and desires provides the necessary sizzle to boost sales and earn a handsome ROI.
  • Will Real-Time Decisioning Save Big Data Analytics from Overblown Hype? interview with Tom Erskine — Telecom analytics is more than just collecting and analyzing data.  It’s also about taking action — correct action — often in real-time and across a complex provisioning environment.  In this interview you’ll hear how next best actions are creating value in retention and upselling through a more flexible, business-process driven approach.
  • A Big Data Starter Kit in the Cloud: How Smaller Operators Can Get Rolling with Advanced Analytics interview with Ryan Guthrie — Medium to small operators know “big data” is out there alright, but technical staffing and cost issues have held them back from implementing it.  This interview discusses the advantages of moving advanced analytics to the cloud where operators can get up and running faster and at lower cost.
  • The Customer Engagement Era: How Personalization & Backend Integration Leads to a Richer Mobile Biz interview with Rita Tochner — How does a mobile operator move its subscribers to higher levels of spending and profit?  Fierce competition, social media scrutiny, and the high cost of new networks all conspire against these goals.  In this interview, however, you’ll learn how engaging better with customers, getting more personal, and being more sensitive to their individual needs is the path forward.
  • Telecoms Failing Badly in CAPEX: The Desperate Need for Asset Management & Financial Visibility interview with Ashwin Chalapathy — A 2012 PwC report put the telecom industry on the operating table, opened the patient up, and discovered a malignant cancer: poor network CAPEX management, a problem that puts telecoms in grave financial risk.  In this interview, a supplier of network analytics solutions provides greater detail on the problem and lays out its prescription for deeper asset management, capacity planning and data integrity checks.
  • Batting for More Churn Reduction and Revenue Assurance Home Runs interview with Peter Mueller — What’s it like to transform an IT shop to big data and cloud?  In this interview, the CTO of a boutique revenue assurance explains how his firm made the leap.  He shows how project-oriented programs and working with carrier customers to explore RA and churn reduction “hunches” is where much of the action is.
  • History Repeats: The Big Data Revolution in Telecom Service Assurance interview with Olav Tjelflaat — The lessons of telecom software history teach that new networks and unforeseen industry developments have an uncanny knack for disrupting business plans.  A service assurance incumbent reveals its strategy for becoming a leader in the emerging network analytics and assurance market.
  • From Alarms to Analytics: The Paradigm Shift in Service Assurance interview with Kelvin Hall — In a telecom world with millions of smart devices, the service assurance solutions of yesteryear are not getting the job done.  So alarm-heavy assurance is now shifting to big data solutions that deliver visual, multi-layered, and fine-grained views of network issues.  A data architect who works at large carriers provides an inside view of the key service provider problems driving this analytics shift.
  • The Shrink-Wrapped Search Engine: Why It’s Becoming a Vital Tool in Telecom Analytics interview with Tapan Bhatt — Google invented low cost, big data computing with its distributed search engine that lives in mammoth data centers populated with thousands of commodity CPUs and disks.  Now search engine technology is available as “shrink wrapped” enterprise software.  This article explains how this new technology is solving telecom analytics problems large and small.
  • Sharing Intelligence, Services, and Infrastructure across the Telecom Galaxy interview with Gary Zimmerman — The telecom industry is an industry of sharing.  In fact, the rise of mobile broadband is driving a greater reliance on real-time intelligence, services trading, and infrastructure exchange.  In this article, a leading info exchange provider explains the value of its services portfolio and points to other interoperability and sharing ideas under development.
  • Data Monetization: Why Selling Intelligence is a Hot New Revenue Stream for Mobile Carriers interview with Joe Levy — Data monetization is a revenue dream come true for mobile carriers: a highly profitable sideshow where the carrier analyzes and sells data it already collects for other purposes.  In this article you’ll learn how operators monetize their data through use cases in corporate advertising and media branding.
  • Harvesting Big Data Riches in Retailer Partnering, Actionable CEM & Network Optimization interview with Oded Ringer — In the analytics market there’s plenty of room for small solution firms to add value through a turnkey service or cloud/licensed solution.  But what about large services firms: where do they play?  In this article you’ll learn how a global services giant leverages data of different types to help telcos: monetize retail partnerships, optimize networks, and make CEM actionable.
  • Raising a Telco’s Value in the Digital Ecosystem: One Use Case at a Time interview with Jonathon Gordon — The speed of telecom innovation is forcing software vendors to radically adapt and transform their business models.  This article shows how a deep packet inspection company has  expanded into revenue generation, particularly  for mobile operators.  It offers a broad palette of value-adding use cases from video caching and parental controls to application-charging and DDoS security protection.
  • Radio Access Network Data: Why It’s Become An Immensely Useful Analytics Source interview with Neil Coleman — It’s hard to overstate the importance of Radio Access Network (RAN) analytics to a mobile operator’s business these days.  This article explains why the RAN data, which lives in the air interface between the base station and the handset --  can be used for a business benefit in network optimization and customer experience.
  • Back Office Streamlining to Enterprise Support: The Many Flavors of Wireline Analytics interview with Tom Nolting — Mobile analytics gets plenty of press coverage, but analytics is just as crucial for wireline operators.  In this article, a billing VP at a leading wireline operator discusses several diverse uses of analytics in billing, enterprise sales/retention, and network partner margin assurance.
  • Analytics Biology: The Power of Evolving to New Data Sources and Intelligence Gathering Methods interview with Paul Morrissey — Data warehouses create great value, yet it’s now time to let loose non-traditional big data platforms that create value in countless pockets of operational efficiency that have yet to be fully explored.  This article explains why telecoms must expand their analytics horizons and bring on all sorts of new data sources and novel intelligence gathering techniques.
  • B/OSS Mathematics: The Quest to Analyze Business Problems & Drive Operating Decisions interview with Matti Aksela — Analytics is the glory of mathematics brought to practical use.  And in telecom, analytics has merely stratched the surface of its full potential.  In this article, you’ll learn how machine learning is being combined with the power of CDR number crunching to optimize mobile top-ups, control churn — and in the future, help telecoms make critical network and operating decisions.
  • Leveraging the RA/FM Platform to Deliver Business Insights to Finance & Marketing by Amit Daniel — Carrier professionals using RA and fraud management tools are getting requests from internal customers who want the role of RA/FM platforms expanded to deliver up-to-date analytics data for finance and marketing purposes.  This article advocates a cross-product layer to serve such broader use cases.  The effect would be to transform the existing RA/FM platform into a combined business protection and business growth analytics engine.
  • A Mobile Marketer Service: Bridging Personalization & B/OSS Flowthrough interview with Efrat Nakibly — Marketing analytics is a prescriptive program for driving  actions such as sending a timely promotion to a mobile subscriber.  But completeness demands that you also be able to provision that treatment, qualify the promotion, and keep billing fully in the loop.  This article shows how a managed services program can deliver such an end-to-end process and manage customer life cycles on a one-to-one basis.
  • Science of Analytics: Bringing Prepaid Top Ups & Revenue Maximization under the Microscope interview with Derek Edwards — Prepaid subscribers are the customers that carriers know the least about.  The operator is not interacting with prepaid customers on a monthly basis.  You’re not sending a bill, nor do you have detailed profiles on these customers, especially in the developing world where customers are buying SIMs at a grocery store.  This interview explains how contextual marketing meets the unique analytics challenge of prepaid customers.
  • Connecting B/OSS Silos and Linking Revenue Analytics with the Customer Experience by Anssi Tauriainen — Customer experience analytics is a complex task that flexes B/OSS data to link the customer’s network experience and actions to improve it and drive greater revenue.  In this article, you’ll gain an understanding of how anayltics data needs to be managed across various customer life cycle stages and why it’s tailored for six specific user groups at the operator.
  • Profitable 3G: China’s Mobile Operators Monetize Networks with Retailers & Partners interview with Kevin Xu — Mobile operators are at the center of explosive growth in wireless services.  But to exploit this opportunity requires IT ingenuity and a broader view on how the mobile user can be served.  In this article you’ll learn the innovative techniques Chinese operators use to monetize 3G networks via analytics and partnerships with retailers, social networks, and advertisers.
  • Customer Analytics: Making the Strategic Leap From Hindsight to Foresight interview with Frank Bernhard — Are your company’s analytics programs scattered?  Is there a strategy in place for customer analytics?  This interview with a leading telecom analytics consultant explains why strategy and planning around the analytics function is crucial to getting your money’s worth.  Topics discussed include: hindsight vs. foresight; an advanced analytics program; and the interface sophistication required to support high end vs. low end analytics users.
  • Meeting the OTT Video Challenge: Real-Time, Fine-Grain Bandwidth Monitoring for Cable Operators interview with Mark Trudeau — Cable operators in North America are being overwhelmed by the surge in video and audio traffic.  In this article you’ll learn how Multi Service Operators (MSOs) are now monitoring their traffic to make critical decisions to protect QoS service and monetize bandwidth.  Also featured is expert perspective on trends in: network policy; bandwidth caps; and  customer care issues.
  • Analytics Meditations: The Power of Low-Cost Hardware and the Social Network Within interview with Ken King — Analytics didn‘t arrive yesterday.  Data warehousing and BI have been in the telecom vocabulary for twenty-five or more years.  In this interview, you’ll gain a perspective on why “big data” changes the game and why social network (or social circles) analysis promises the next level of insights.  Other interesting topics include: segmenting the analytics market, engaging with carrier clients, and upgrading from older- to newer-style methodologies.
  • LTE Analytics:  Learning New Rules in Real-Time Network Intelligence, Roaming and Customer Assurance interview with Martin Guilfoyle — LTE is telecom’s latest technology darling, and this article goes beyond the network jargon, to explain the momentous changes LTE brings.  The interview delves into the marriage of IMS, high QoS service delivery via IPX, real-time intelligence and roaming services, plus the new customer assurance hooks that LTE enables.
  • Shared Data Plans: The Challenge of Managing a Family of Pricing, Revenue Assurance, Fraud, and Network Policy Issues by Amit Daniel — Verizon Wireless‘ recent announcement of its move to shared data plans for families shook the mobile industry.  In this column, cVidya’s Amit Daniel shines a spotlight on the knowhow and analytics tools that operators now deperately need to offer the right  shared data price plans, ensure bandwidth throttling is handled correctly, and address new fraud concerns.
  • Analytics Guru: Are Telecoms Ready for the Biz Intelligence Explosion? interview with John Meyers — Business intelligence is evolving from the creation of dashboards and reports to taking action based on a deep knowledge of the environmental context.  The article explores the implications of “big data” in terms of IPTV, storage requirements, hardware, event collection, and deep packet inspection.
  • Social Networking for Telecoms: How To Enlist Friends and Family as Mobile Marketers interview with Simon Rees — Social Network Analysis (SNA) is about exploiting data on “friends and family” connections to combat churn and win new CSP business.  The article explores how an analysis of the ebb and flow of CDRs, phone calls, and messages, can identify key influencers and drive powerful marketing campaigns.
  • Making the Strategic Leap From Billing to Merchandising interview with Humera Malik — Today billing/charging technology has progressed to the point where the usage intelligence, the charges, the user behaviors, and the analytics can all come together in near real-time.  This article discusses the organizational and marketing strategies that enable a operator to create a true “merchandising” system that can revolutionize a CSP’s business.