role of analytics in customer relationship management

HOW BIG DATA IS HELPING

TELECOMSGATHER BETTER BUSINESS INSIGHTS

MAJOR ANALYTICS CONSULTING FIRMS

Are making use of advanced analytics to draw information and base actions on the

same, gathered from external data sources like social and weather analytics

along with internal enterprise data.

They are increasingly teaming up with the major B2B companies and consumer brands where they make

use of both structured and unstructured datasets. And are

driving genuine financial results.

HOW? Let us understand that by

considering the story of Jim:

Jim is a telecom customer of a company called XYZ. He talks to his girlfriend Anne on

phone every day. But has been experiencing frequent call drops recently which has

highly angered him against XYZ. He is even considering switching to a competitor’s

service and has lodged several complaints against XYZ through their internet channels.

Jim has only moved to his new apartment in a different part of the city since the past

6 months. And with the frequent call drops becoming a common occurrence couples with a few

intermittent problems with his internet connectivity, Jim is now tired of calling the customer service centre of XYZ and waiting

for 20 minutes to talk to an agent.

Frustrated with the bad service, Jim opens his twitter app and leaves an angry tweet

complaining about the bad service and constant call drops.

XYZ on the other end has been experiencing fewer new customer contracts. Their leadership teams have been trying to

understand why. They have joined hands with data analytics

consulting firms to assess their social analytics data.

This firm were able to capture the complaint lodged by Jim. They made use

of advanced real-time monitoring technique. They also realized in the course

of time that Jim has used XYZ’s several social media channels to engage with them. By using such commissions XYZ

decides to respond more appropriately to Jim. They were able to achieve so, through an understanding of his public social data

and the internally held CRM data.

The analytics firm soon identifies Jim as a high value customer. They find out he has lodged 6 complaints in the past 3 months and his

contract will expire in 2 months. XYZ makes use of its auto response and churn

management system to contact Jim immediately through his tweet.

They use this system to send Jim an invitation for live chat. To which

Jim agrees.

Jim’s neighbor Greg has also faced similar call dropping issues and has

also submitted a complaint about the same. But XYZ’s analytics system did

not identify him has a high-value customer, so he did not receive an invitation to chat. But instead XYZ sends him a reply that he should check their service status page.

Meanwhile the manager at analytics firm which does XYZ’s analytics has been working on assessing their network feedback map. This will allow him to

perceive network performance in aggregate around the entire city area on

a local level. Then they will be able to analyze the data over a time period of

several weeks and thereby make better network decisions, which will be based

on aggregated customer feedback.

On doing so, the manager discovers that there is a serious network problem in Jim and Greg's area.

So, he sends out a field engineer to find and resolve the problem.

THANKS TO THE WORK OF THE ANALYTICS FIRM

The network is repaired and Jim and Greg do not turn to a competitor’s

service.

When Jim plans for a foreign holiday, he simply tweets XYZ to

change his tariff plans. Since, XYZ already has a

complete profile on Jim and all the needed permissions, they no longer have to ask for any customer info.

So they soon process his request and his tariff is changed within 10

minutes.

THUS, IT IS UNDERSTANDABLE THAT TELECOMS CAN USE ANALYTICS

INSIGHTS TO…Reduce churn, provide better service and beat the competition, all while keeping new existing customers

happy!

SO, GET ON WITH SOME BIG DATA TRAINING NOW!

To save your telecom employer or company some important

customers!

FOR MORE DETAILS ON DATA SCIENCE CERTIFICATION, CONTACT US AT:

DexLab Solutions Corp.

M. G. Road, Gurgaon 122 002, Delhi NCR.+91 852 787 2444+91 124 450 2444

DexLab Solutions Corp.Gokhale Road,

Model Colony, Pune – 411016.

+91 880 681 2444+91 206 541 2444

DexLab Analytics:

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