CASE STUDY

Customer Analytics in Telecom Helps Client Realize Superior Customer Retention 

Nov 22, 2022

Game-Changing Solutions for the Telecom Industry 

The Telecom industry has become one of the pillars of the 21st century and was one of the first industries to inculcate the habit of data visualization. Advanced data visualization accompanied by business intelligence solutions ensures data safety and real-time data access for a telecom company. A US-based telecom company collaborated with Quantzig to leverage its expertise in interactive data visualization to improve its user experience. 

Let’s understand the role of telecom hyper-personalization solutions first. In the current telecom landscape, organizations are often compelled to compete on price or perceived quality to sustain amid competition and retain market share. Since telecom users value the experience above the product offerings, generating a lower price point might not be an alternative in most cases. Therefore, customer retention is determined by user experience with the network provider. Telcos must cover the extra mile at every customer touchpoint and provide personalized offerings. This has led to more organizations improving their customer outreach by making it completely omnichannel, data-based, and hyper-personalized.   

A European telecom giant which offers a full range of telecom services wanted to boost ROI and drive sales across regions by improving its visibility among loyal customers. To do so, the telecom giant decided to target the most profitable customer segments through promotional campaigns. Having failed to achieve the desired results through promotional campaigns, they approached Quantzig to leverage its expertise in customer segmentation analytics to better understand and prioritize customers based on their value. 

To sustain a competitive edge in the global market, the telecom client wanted to gain an accurate read on consumer reviews, assess their consumers’ sentiments, and base their business strategies on reliable and relevant insights. They were also looking at leveraging customer analytics to better understand customer perceptions and improve engagement rates.  

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Quantzig has been partnering with telco companies on a reiterative basis, infusing extra data and personalizing plans to bring hyper-personalization to action. Quantzig has developed a sandbox testing platform for telco clients that empowers them to spontaneously generate and provide hyper-personalized deals to their customers by leveraging Big Data, AI, and ML models.    

The customer analytics tools from Quantzig provide telecommunication companies with data-supported insights on consumer purchase readiness, loyalty level, advantages requested, and frequency of brand engagement. The most crucial IT assistance for marketers is knowing consumer spending patterns, including time, money, and other resources. This enables better personalization and more effective campaigns, which helps to drive conversions and ensure growth in this highly competitive sector.   

In this competitive market space, leading organizations in the telecom industry are facing extreme pressures to increase ROI for every marketing dollar spent. Moreover, organizations are effectively planning to reduce their marketing budget to target the right audience and devise effective marketing campaigns. To maximize the revenues and understand the customer buying behavior, businesses are advocating the need for customer analytics solution. Implementing customer analytics helps companies in the telecom industry effectively predict the buying needs of the customers to enhance customer experience, drive innovation, and optimize operational efficiencies, thereby driving bottom-line results. 

Customer Experience Data Analytics Challenges Faced by the Client 

A leading telecom company in Europe wanted to implement a proactive customer retention analysis and predictive churn modeling program that could help them improve customer retention and reduce customer churn rate. 

The client had huge amounts of customer data and wanted a solution that could help them analyze it to identify customers with the highest chances of churn, and thereby enable the sales and customer relationship teams to take corrective action before the actual trigger happens. 

With rapid advancements in technology changing the telecom landscape, players in this sector are poised to witness increasingly tough times. In fact, the telecom industry is set to face major digital disruptions over the next few years, making it crucial for businesses to reimagine their business models, rebuild a market position, and offer innovative solutions to its customers. Though several opportunities can be unearthed using customer segmentation analytics businesses are not well equipped to identify and capitalize on such opportunities. 

Speak to our analytics experts and learn to segment your customers like a pro with our advanced customer segmentation analytics solutions. 

The rapidly growing customer base and the huge volumes of transaction data entering the system precluded any analysis that adopted traditional methods. To alleviate the problem, the client invested a significant sum in proprietary analysis software when they realized they lacked the right strategies and tools to assess the huge troves of customer data at their disposal. However, despite the investment, they were unable to derive accurate insights that were essential for monitoring and decision making. 

The client had a vast network of data pipelines for gathering data from various sources into a data pool, which analysts used to generate insights on customer behavior. But with the addition of each new data source, the client’s model became increasingly complex and unstable, compromising the quality of the data insights and the decisions thus derived.   

Another challenge the client faced was providing suitable offers according to the user segments. The client wanted to leverage our machine learning model that can match customized offers to the customer group with maximum accuracy. The client approached Quantzig to develop and optimize its services and thus maximize customer engagement and increase profits.   

Subsequently, the client approached Quantzig with specific issues related to their customers, which was to be unraveled based on their customer data. The key issues included: 

  • What metrics need to be tracked and monitored to measure customer engagement rates? 
  • Which of my customers are likely to churn? 
  • What are the specific indicators for customer churn? 
  • Which customer segment should my sales team target to build a healthy customer base? 
  • How to provide better value to my customers to boost engagement rates? 

Revolutionary Solutions for the Telecom Giant 

To help the client address their challenges Quantzig developed a comprehensive customer segmentation analytics framework to help them improvise their customer segmentation strategies and target new users through personalized marketing campaigns. We also leveraged propensity modeling techniques and robust statistical tools to glean comprehensive insights into various customer segments. As a result, there was a major improvement in the response for the personalized campaigns and the client achieved a 60% increase in customer loyalty when compared to the previous year. 

Quantzig’s experts deployed advanced analytics-driven data visualization practices to gain real-time insights from business operations. Our experts helped the client design and utilize a data visualization dashboard powered by advanced analytics in the first phase of this collaboration. This dashboard provided them real-time access to data, enabling them to improve their services in critical geographical locations. 

Our advanced analytics experts focused on squeezing actionable insights to help the client detect hidden patterns in the second phase of this collaboration. The dashboard developed by Quantzig helped them keep track of sales performance, team performances, business operations conditions, and marketing trends. By customizing the dashboard, the client was able to identify hidden data patterns, enabling them to eliminate costly inefficiencies and improve business efficiency. 

Quantzig experts helped the client develop a churn intervention approach and a profitability optimization plan. The critical component of the decision framework for retaining customers and optimizing profitability includes predicting customer turnover. Quantzig’s solution collected online behavior data from social media, the Internet, email sign-ups, and other online activities. When this information was analyzed, it led to revelations that helped define strategies to engage existing customers further and acquire new ones to maximize revenues.  

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Quantzig’s analytics system has been designed to use several data lake repositories that support voice, video, and HSI, allowing each consumer’s behavior patterns to be mapped. It comprised a recommendation system that would dynamically distribute information to hundreds of millions of users based on their behavior patterns. The solution included an event correlation and decision-making system for real-time dynamic content distribution. Therefore, it positively influenced many functions of the company and client-facing apps.  

Quantzig experts helped the client develop a churn intervention approach and a profitability optimization plan. The critical component of the decision framework for retaining customers and optimizing profitability includes predicting customer turnover. Quantzig’s solution collected online behavior data from social media, the Internet, email sign-ups, and other online activities. When this information was analyzed, it led to revelations that helped define strategies to engage existing customers further and acquire new ones to maximize revenues.  

Quantzig’s analytics system has been designed to use several data lake repositories that support voice, video, and HSI, allowing each consumer’s behavior patterns to be mapped. It comprised a recommendation system that would dynamically distribute information to hundreds of millions of users based on their behavior patterns. The solution included an event correlation and decision-making system for real-time dynamic content distribution. Therefore, it positively influenced many functions of the company and client-facing apps.  

Impact Delivered For the Telecom Client 

Quantzig’s intervention helped the client utilize its data bank to understand customer needs and leverage it to create hyper-personalized services. The hyper-personalized services are necessary for telcos to remain relevant and competitive in the industry. The client was thus able to make offers and bundles that catered to the customers’ needs. This increased revenue per customer and ensured long-term association with existing customers and brought new customers to the fold.  

The key business outcomes of the interactive data visualization engagement were – 

  • Reduced turnaround time by 33% over a period of just one month 
  • Improved user experience 
  • Reduced customer attrition rate by 12% 
  • Reduced business operations decision-making time with real-time updates 

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