CRM For Telecommunications

The challenges of the Telecommunications industry are complex, with fierce competition, changing regulations, converging service and business boundaries, and rapidly advancing technologies.

Of these, convergence is the most compelling case supporting business intelligence capabilities. Customer relationship become multi-dimensional, churn becomes layered and revenue streams become either merged or fractured.

A traditional CRM solution no longer adequately meets this environment. A CRM solution with integrated BI capability does. In fact, no telecommunications company can manage the complex analytical and modelling requirements to drive customer acquisition, segment customers for laser focused cross sell / up sell offers or support retention strategies without this capability. To attempt to do so using older traditional means, is not only inadequate, but can result in incorrect insights being used as the basis for decisions that inevitability result in poor marketing campaign ROI’s.

You can begin to answer those questions with a Customer Management (CM) solution from Teradata. We'll help you make sure you're accurately targeting customers with the right offers at the right time-and through the right channel. And, before you ever implement a solution, Teradata can help you determine its true value and forecast the quantifiable returns you can expect on your Customer Relationship Management technology investment. How? With a Business Impact Model (BIM).
And it isn’t over yet.

With broadcasting and telecommunications merging, not only do revenue streams take on a new dimension, but regulatory and compliance issues, which have yet to be defined can lead to a confused operational landscape.

Telcos today need a new level of customer and channel understanding, and they need it up to date, and available at near real time. With such small margins on largely commoditised services, a poorly configured campaign or poorly analysed service proposition can reduce profitabilty to zero, or less. This not only has a corporate profitab ility impact, but can also trip anti-competitive regulatory requirements.

Decision makers across your organization need fast, accurate access to integrated information about your customers, intellectual property and partners.

To help identify the value of CRM in a Telco, most vendors have business impact models that act like 'value analyzers', to help identify key opportunities to:

• Improve profitability
• Reduce churn
• Increase offer conversion
• Ensure new services and offers meet profitability targets

For instance, a typical four stage process may include:

1. Business Intelligence Opportunity Assessments [BIO’s]– helps to recognize and exploit opportunities such as distributing new digital content to new customers through new channels and devices, creating bundled services and products that meet customer needs, and monetizing customer relationships for revenue assurance and maximum impact on your bottom line. More on BIO Mapping
2. Business Impact Models [BIM’s] - to define the value of the BI solution investment in resolving issues or capitalising on opportunities identified in the BIO mapping. These predictive mathematical models treat the acquisition of technology as an investment portfolio, analysing value, growth, risk and timing. Using estimated costs of acquiring the technology as well as the expected annual benefits, a more reliable measure of ROI is attained. BIM's can be applied to both CRM and datawarehouse solutions.
3. Roadmap Modelling - aligns the BI Opportunties identified of enterprise strategic goals and objectives, then based on the impact of the value each iteration delivers, helps to define a logical order of implementation. Where Impact Models assign financial benefit to the BI opportunity, the Roadmap assigns a strategic imact, thereby providing a more holistic basis upon which to make BI investment decisions.
4. Benchmark Reports - provides insight into trends in the use and growth of Enterprise Data Warehousing in the Communications Industry. This helps to ratify the potential value the BI solutions have provided to other like businesses.

Logical Data Model [LDM’s] - helps meet the challenge of converging technologies with an industry-specific guide to leveraging key business information. This information can:

• Utilise valuable customer data to connect with subscribers on a personal level
• Offer new products and services in a timely manner.
• Reduce your development costs
• Harness the power of your enterprise data to reach the right subscribers with the right message at the right moment.

Typical BI Customer Solutions

There are many distinct business intelligence modules focused on managing customer relationships and customer profitability. This includes:

• Actionable Analytics – comprehensive data mining and analytics tools.
• Consolidated [Single] Customer View – across all customer activity in the whole enterprise.
• Customer Management - managing customer value throughout the lifecycle
• Marketing and Resource Management – planning, automation, reporting and management of assets and resources across the marketing process
• Communication optimisation – prioritise and optimise all customer communications across multiple channels
• Campaign management – supports both simple and complex campaigns with inbuilt controls around mult-stage analysis and profitability, over multiple media channels
• Offer management – incorporating behaviour driven, offer management.
• Interaction management – also referred to as event management, where BI supports rela time decision making and offer structureing at all points of customer interaction

Next: Extracting Intelligence From Customer Events

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