For Telecommunication Providers
Telecoms struggle to improve the customer experience to ensure business performance and profits as they face unprecedented demand, competition and a saturated subscriber base. The customer experience encompasses all services, issues and interactions including use of mobile, fixed, data, TV, etc. Despite its complexity, insight into the customer experience is within the grasp of Telecoms business, because they collect enormous quantities of unique and varied customer data.
Rarely, however, has this data been integrated and fully leveraged. With advanced analytics can get the most out of client data to understand and improve the customer experience and business performance.
Grow Customer Revenue
With the rapid growth of mobile devices and applications, new rate plans and Internet and broadband ubiquity, today’s subscribers are being overloaded with offers. However, telecoms lack the customer insight to increase average revenue per user – given customers’ complex ecosystem of devices, applications, services and data, which is scattered among numerous systems. To grow revenue, telecoms must integrate the customer view, create more targeted customer segments, analyze behaviors and costs and optimize their offer strategy.
How to do that?
- Create more targeted and granular customer models for cross-sell and up-sell based on customer insights, predicted behavior and profitability.
- Implement campaigns that maximize ARPU by strategically managing multichannel, multioffer campaigns and optimizing the mix of offers, customers and channels given various constraints.
Prevent Profitable Customers’ Churn
The highly saturated communications market has left few customers to acquire. This makes retention critical, as it reduces costs, builds loyalty, and increases revenue. With new smart-device rollouts, complex rate plans and service combinations, customers have more choices. To retain profitable customers, communications service providers (CSPs) must understand their customers’ experience, identify who is profitable and of those who is likely to leave, and which factors drive them to leave. Then develop and implement targeted retention campaigns that factor in constraints such as policies and budgets.
How to do that?
- Prioritize, predict and pre-empt customer issues by analyzing network performance, CDR and trouble tickets to uncover issue trends, root causes and their impacts.
- Target social influencers; create more comprehensive yet granular churn models.
- Measure profitability of customers, products, and services.
- Implement retention campaigns that have the optimal mix of offer, customer and channel given various constraints.