Noetic theory- Can it serve purposes of risk and revenue management in telecoms?

Let me be honest and say, I had not exactly heard this term ‘Noetic Theory’ until one of my seniors mentioned it to me. Hence, just to let everyone know what it is, you can read the same in this post in Wikipedia.


The question then is, can this be applied to risk management in telecoms. I would intend to say “yes”. Let me take a sentence from the description of the theory from Wikipedia “study of the effects of perceptions, beliefs, and intentions on human consciousness“. Let me also draw an analogy of the theory from the book ‘Blink’ by Malcolm Gladwell. The best part of the book is the fact that it says that decisions in life can be taken within the ‘blink’ of an eye, however, before you take the decision it is the ‘past experience that drives the subconscious mind for taking the decision‘. Essentially what you learn by experience guides your choices. I find the Noetic theory somewhat similar.
So how can we use the same, or rather, how do we derive benefits of this in revenue and risk management in telecoms? Actually ,in an unconscious way, everyone uses the same on a daily basis in their own work environments. That is the beauty of the theory — we apply it without knowing that we are applying.


let me take a few examples in real world for telecom operations:
1. Launch of a new product (calling card, tariff plan, service, etc.)
2. Festive days of a year
3. Installation of a new element in the network of operations (switch, mediation, and such)
4. Daily monitoring of the complete revenue chain 
5. Business expansion through acquisitions.


There could be numerous examples. Let me say why these fit.
Whenever there is a product launch, a group of people always are aware of the ‘things to do’ especially for checking that things are in the right place so as to avoid revenue losses. Whenever there is are festive days in a calender year, the teams are cautious of excessive usage and would try to ensure that all possible checks and revenue leakage points are guarded. If required thresholds at operational level KPI would be increased so as to avoid un-necessary rushes. In most operations, people intend to believe that ‘mediation’ is the main cause of problems, and in bunch of places they are right. Installation of IN systems in another head-ache. Teams in operators know there would be problems and they tend to brace themselves to face the challenges. These are beliefs and these form perceptions. If one wants to study the effects of the same, it is the results derived by saving millions of dollars as part of risk and revenue management. Essentially, that the efforts and intentions are not well channeled into achieving a ‘common goal’ across the organisation of the telecom operators and or service providers– the final outcome of loss detection, correction and prevention suffers. The common goal should ideally be making a sustainable and profitable business– this has to be driven by organizational directives.


A test of success is in the ability of the telecom operator to gauge what the ‘customer wants’ and not exactly what the ‘customer needs’. I say this because, imagine the following situation– a customer wants a service that allows his to send MMS and watch videos on the fly from the internet (say YouTube); and there could be a weird set of requirements of what the customer ‘wants’. If the operator tried to argue saying ‘what you really need is ……’– the only thing the customer would say is ‘Screw you.The other operator would give me what I want!’ and would simply walk away. Thus the use of the Noetic theory is profound in ‘Customer Experience Management’- where the operators would have to ‘study the effects’ of perception of the customers which in turn has the ability to impact business directly.


These seem way too related. The effect of study of mind and intuition, and its relationship with the divine intellect also affects how business is conducted. This is one of the core driving topics in the book ‘Marketing 3.0’ by Philip Kotler, which talks about ‘marketing to the human spirit’ as a method of reaching out instead of 3P based marketing.


These are my thoughts– let me know what you think on this! I would be eager to know your ideas.

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This entry was posted in Blink, Customer Experience Management, Malcolm Gladwell, Marketing 3.0, Noetic theory, Philip Kotler, Revenue Assurance, Revenue management, Risk Management, telecom. Bookmark the permalink.

One Response to Noetic theory- Can it serve purposes of risk and revenue management in telecoms?

  1. yajur says:

    Hi there, awesome site. I thought the topics you posted on were very interesting. I tried to add your RSS to my feed reader and it a few. take a look at it, hopefully I can add you and follow.Group revenue management

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