How Telecoms Are Enriching Analytical CRM
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How Telecoms are enriching Analytical CRM with Data
Introduction
Identification of individual customer is the building block of CRM and most of the CRM
implementation strategies fail just because of lack of capability to identify individual customers.
In telecom industry identification of individual customers is the easiest thing as MSISDN is the
globally accepted identity of customer. Secondly telecom is the techno-commercial industry
where marketers are striving to find sell telecom services to individual based on technology.
This mixture of MSISDN based identification; sophisticated technologies and commercial aspect
helps telecom industry to gather a lot of information about customer and there is huge amount
of data being gathered across every millisecond for each customer in every telecom operator
across globe. This data gathering exercise is so enriched that you can track back your customer
that last year a particular MSISDN sent a SMS text on 11 September at 1 PM from a location and
before sending a SMS he recharged his account with PKR 100 and during call his balance was
around 65 rupees. So this information gathering across 360 usage of customer helps the
telecom to mark them as best application of Analytical CRM.
There is a famous quote related to data “On GOD we trust and for rest we need data”.
Know Your Customers
In proposed research we will study, how different telecom operators utilized huge
amount of data gathered in analytical CRM layer for each customer to build a 360 profile of
their customers and further utilized the outputs in different campaigns.
Usually to build holistic picture of a customer telecom operator utilized the gathered
data in following aspects.
Customer Segmentation:
- Behavioral Segmentation - Usage Segmentation - Demographic Segmentation
Predictive Modeling
- Who is the customer likely to churn next week? - Who is the customer likely to become dormant for next week? - Customer who will not recharge their account next week.
Social Network Analysis
- What is potential in each social circle of a customer - If a customer will churn how many customer will follow this particular customer.
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Affinities
- How purchase of a weekly data bundle increase the possibility of monthly bundle purchase
- How purchase of a data bundle increase possibility of voice bundle purchase.