— Case Study
×Revenue Stimulation Program
With one of the largest mobile subscriber bases in Europe, our client had a wide range of services and had been accumulating a vast amount of data on each customer in data warehousing platforms over a long period of time. Taking this as a competitive advantage, they wanted to find ways to stimulate sustainable revenues.
Our Approach
In a multi-dimensional and complex environment, extraction of actionable insights requires the right blend of external market understanding, ability to undertake a sophisticated data mining exercise and best practice capabilities in offer design and matching. The company understood that maximizing revenues in a sustainable manner requires customer-level revenue potential understanding and proactive, near-instant and individualized campaign delivery capabilities.
Our solution approach was two-fold: First, micro-segmentation of customers was performed on the basis of their most distinctive and revenue impacting behaviors, including but not limited to recharge, spending and balance movements across all services. Then, actionable campaign optimization insights were developed with respect to types of offers to be pushed and timing of communication of offers to each micro-segment.
Business Impact
Differentiated micro-segments were established and marketing initiatives assigned to each micro-segment with respect to the segment’s characteristic behavior. The company is now able to monitor the entire customer base with respect to behavioral dimensions and react accordingly to increase revenue per usage. Moreover, a customer tracking system has been designed that can monitor customer’s anticipated behaviors, and identifies unexpected events. Quickwin initiatives were also defined through an extensive exploratory analysis, four of which were implemented after the project.
Read our approach to the issue
Customer needs and expectations, competition, benchmarks and operational drivers are key market drivers. Poor marketing can be equally destructive for the current and future value of the organization.
Marketing Strategy
We develop innovative marketing strategies to acquire, retain and grow market value. Client marketing programs are structured in such a way that attractive customer segments are well defined, targeted treatment strategies are developed for each segment around their specific profiles, which in turn drive up both revenue and profits. Our marketing strategy services range from developing product and service ideas to campaign design and execution management.
Customer Insight & Analytics
We effectively analyze vast amount of data using advanced analytics and data mining techniques, extract hidden business insights and develop cutting-edge business strategies from those insights. We offer a comprehensive and complementary suite of customer insight and analytics services across customer segmentation, attrition/churn prediction, cross/up-sell modeling, campaign optimization, demand forecasting and customer lifetime value modeling. Key to our analytics approach is to combine quantitative techniques applied by our statistics and operations research experts — most have a Ph.D. in their fields — with real customer interaction and our client’s unique operational strengths.
Customer Retention & Loyalty
In today’s competitive markets, many companies suffer from lack of customer loyalty. Huge marketing budgets are spent on customer-acquisition driven advertising and promotion programs, but it is hard to keep acquired customers loyal to the company. Our approach to customer retention and loyalty start with identifying root causes of customer churn/attrition. We then design loyalty and retention strategy and programs to address those causes.
Customer Experience Management
Every interaction with the customer counts towards either a positive or negative experience with the company. Therefore, we look into all interactions through each touchpoint and generate a heat map to visualize customer experience in comparison to client’s brand promise and offerings. We then help our client refine their marketing and sales approaches and fix service levels to better serve their customers, maximize sales and minimize costs.