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.

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.