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Analytics for Telecom

Solution Overview
The telecom industry is experiencing a huge shift in its structure and operations. Competition has increased manifolds due to different service providers adopting various new technologies. Globalization and deregulation has also resulted in increasing competition from multiple players. With increasing price wars customer services have consistently detiorated, which in turn has resulted in increasing attrition rates.

To remain competitive it has become imperative for telecom service providers to make better use of customer information while planning their portfolio of products and services. However with customers becoming increasingly difficult to speak to and increasing choice of channels telecom marketing managers are facing a tough time. Traditional CRM applications are also not of much help as they do not provide much needed complete view of the customer nor do they have capabilities to discover a meaningful correlation and hidden pattern in the large pool of data.

Hansa Cequity's enterprise wide analytics framework for telecom helps clients in drawing business relevant customer attributes and insights from huge amounts of customer data, that can help them develop better customer acquisition, relationship, retention & loyalty programs. Business insights derived out of Hansa Cequity's telecom analytics framework helps clients in differentiating their offerings and services from competition.

The framework is designed in a way that it can help clients in planning, designing and implementing all CRM business initiatives across entire customer life cycle. The framework helps in:

  • Customer segmentation analytics
  • Profitability analytics
  • Campaign analytics
  • Cross sell / Up sell analytics
  • Product analytics
  • Channel analytics
  • Loyalty analytics
  • Life time value analytics
  • Fraud analytics

Benefits of Hansa Cequity's Analytic framework for Telecom
Helps in revealing customer characteristics present in multiple sources and customer databases of OSS/BSS systems.

Create customer segments based on various attributes like demographics, behaviour, payments, preferences, etc.

Customer profiles when used with network usage data can help service providers determine

  • Customer patterns and trends in network coverage
  • Where demands are being fulfilled or not being met
  • Reduce churn

Helps in designing relevant marketing and communication programs for different customer segments

Solution Framework
Hansa Cequity's analytic framework for telecom integrates data from CRM, Billing, Service Assurance, Service Provisioning, external market research data and third party operational data to perform different types of analysis at every stage of customer lifecycle. With the value and profitability of the customer known over the life cycle business managers can get a complete view of customers.

The framework is designed bottom up to enable holistic and highly granular customer data. This allows managers to perform drilldown or pivot at any level and approach the data from multiple angles.

The framework aims to serve three kinds of objectives correlated to customer lifecycle:

  • Attraction objectives
  • Usage objectives
  • Retention/Expansion/Churn objectives

Attraction objectives

  • Use customer transaction data to create customer segments so that business managers can design and target offerings to segments that concur with the business objective set for that particular segment.
  • Understand customer buying patterns to help design pertinent marketing campaigns.
  • Understand customer preferences, buying patterns and behavior to be able to make better use of multiple channels.

Usage objectives

  • Segmenting customers on the basis of various factors (including socio economic factors) so that managers can be more effective in channeling finite resources to the dynamically fragmenting customer marketplace.
  • Identify risky as well as profitable customers based on their transaction history.
  • Profiling customer based on the above factors can help the business mangers to design risk mitigating or profitability enhancing products/services catering to the segments identified by above.
  • Correlating sales performance across customer profiles help the top management to analyze customer growth across different segments thus assisting them to make objective decisions to continue with investing more in certain business objectives or scale down investments.

Retention/ Expansion/Churn objectives

  • Identify customer affinity for products across different product segments to get leads for better up sell and cross sell marketing.
  • To develop highly customized communication strategies. Such targeted communication helps organizations approach customers as individual, resulting in higher customer satisfaction.
  • Analyze customer complaints and their resolution to determine profiles of potential churn prospects. Since potential churners represent a loss of revenue business managers can design churn mitigating programs to reduce churn or do the opposite that is induce churn.