Customer Analytics

Client’s Introduction:

One of the leading Telecom company in Europe - Mobile communications

Value Proposition:

  • Through their implementation, client has been able to dynamically reduce churn rates within its subscriber base by 2.4% as well as enhance the accuracy of targeted marketing campaigns.
  • The Smart move to a preferred customer analytics supplier has also helped the Client reduce its overall customer analytic software costs, significantly improve the turnaround for analytic requests and has lessened its dependency on external consultants.

Business Objective:

  • The company leverages analytics to support marketing and sales in their customer retaining efforts.
  • In particular it is used to help accurately forecast which subscribers are likely to defect and to use these customer insights to enhance marketing communications to help prevent high value customers from defecting.
  • In 2007, client started a project to downsize the number of customer analytics software suppliers it was using for its customer retention initiatives. The project was predominantly driven by the need to reduce reliance on professional services for predictive model development, decrease software costs and improve service levels to the business for analytic requests.

Solution Provided:

  • After a detailed evaluation project , Sensiple’s Customer Analytics Solutions was chosen as the preferred solution for customer analytics.
  • The predictive analytic software is used by a small team of Customer Insight (CI) marketing analysts who leverage it to build, test and deploy customer churn models.
  • To improve the correctness and performance of these models client is also leveraging uplift modelling techniques that help the company predict the difference that an action (such as a mailing) can make to the behaviour of a customer.
  • This understanding is used to rationalize their customer retention efforts by helping to predict which subscribers will react positively to specific retention efforts as opposed to those that will not.

Non Referenceable Clients

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