Telecom Companies Tap Analytics for Growth

"In this extremely competitive market,
the customer preference is very dynamic;
their needs keep changing and service
providers cannot afford to ignore this," says
Vegi. Hill adds: "Telecom firms need to be
innovative with the services and solutions
they provide … analytics can play a big role
in understanding customer behavior and
therefore customer needs."

Take the example of a high-value customer
(based on past payments) who makes an
overseas call to a particular number every
Sunday at a fixed time, says Vegi. Based on
his usage pattern, the service provider could
tempt this customer in real-time with a new
package offering more minutes for overseas
calls at a lower price. Or, if a high-value
customer experiences a dropped call more
than once in 30 minutes, then customer
support could explain the reasons for the
call drop and offer some free services as a
consolation.

"This is called real-time, event-based
marketing and it can enhance the customer
experience and increase revenues." Event-
based marketing addresses different
services — call disruption, device changes,
downloads and so on. With the effective
use of analytics, real-time marketing can
now respond within one to five minutes
of an event, says Vegi. "Earlier, operators
were reacting 24 hours to 48 hours after the
event."

Full Story: http://d1c25a6gwz7q5e.cloudfront.net/reports/2014-08-26-Telecom-Companies-Tap-Analytics-for-Growth.pdf