SECTOR SOLUTIONS Celebrus for Telecommunications: Deepening customer intelligence with individual-level digital data p1
Introduction Today s Telecommunications sector is highly dynamic. Firstly the very term Telco belies the increasing complexity of the marketplace, with players extending their brands into television, music, live entertainment, financial services, healthcare and even becoming media channels in their own right, let alone the huge retail side of their businesses. Add to this the increasing competitiveness and commoditisation of traditional Telco offerings and it s easy to understand why building true brand loyalty is no easy task. Even with the vast amount of data Telco companies have about their customers, a vital piece often missing is the understanding of online behaviour by individuals across the brand s digital channels including websites, mobile apps and social media. Without this detailed insight into an individual s online behaviour, increasingly important with the ever-growing dominance of digital channels, Telcos are missing key intelligence that could considerably enhance their customer insight and help them turn often capricious customers into long-term brand advocates. Deepening knowledge about each individual customer, including their interests, behaviours and preferences across channels, enables Telcos to develop a highly detailed understanding of each customer and prospect. By combining all sources of customer data in a data warehouse, where it can be used to create a true single customer view, Telcos can dramatically improve their advanced analytics and enhance their models to generate even more valuable business results. They can also use that extremely rich data and insight to drive activities such as marketing attribution, multi-channel communications and real-time personalisation. p2
Data inputs & uses Once this data is combined in a warehouse it can be used to address key business challenges such as: Churn management Upgrade opportunity identification Customer communications and channel optimisation Customer experience enhancement Marketing attribution Read on to find out how. p3
Churn Management Churn continues to be a critical business challenge for Telcos with consumers increasingly demanding of, and decreasingly loyal to, their providers. Understanding online indicators of potential defection enables Telcos to take proactive measures as early as possible, thereby boosting their chance of retaining that customer and even possibly turning a potential lost customer into an up-sell opportunity. For example, exhibiting the following online behaviours within their contract period could be indicators of a customer s desire to switch provider: Searching for their PUK code Looking at contract details, especially end dates Searching on-site for the term network coverage Looking for a new handset Including this data in their churn and survival models strengthens the insight a Telco has about each customer, enabling them to make better decisions regarding the best actions to take. For example, looking for a new handset could be an upsell or churn indicator, so combining that information with pay monthly contract end date, the individual s value score and their social network data, enables the Telco to prioritise the speed, type and channel of their response. Based on this insight they may decide to have a call centre agent phone them, personalise website content with appropriate messages the next time they visit or simply include special offers in the next email that individual receives. Business results include:- Reduced churn rates Improved margins p4
Upgrade Opportunity Identification The first place many customers will go to learn which new phones and tariffs are available is their current provider s website. By understanding who is looking at what on their site, a Telco can choose the best channels by which to encourage the upgrade, for example, pushing people who are unsure of options towards a face-to-face conversation in-store, having the call centre ring them with more information or sending relevant messages via SMS, email or real-time web content personalisation. Useful individual online behaviours to understand include On-site searches for upgrade options The actual phones that someone is browsing as potential upgrades A pay as you go customer looking at monthly price plans Similar to including individual data in survival models, adding it to predictive upgrade models will make them more robust and give a view further into the future to lengthen the planning horizon and therefore increase the chance of success. Business results include:- Increased revenues Reduced marketing costs Multi-channel communications and channel optimisation By the very nature of their business Telcos have an in-built communication channel direct to their customer base. That doesn t mean, however, that this is the preferred channel for each customer. Combining individual-level online behavioural data with in-store and multichannel communications data can give a clear picture of the channels each specific customer is most likely to interact with, enabling the optimisation of message content, design and delivery channels. p5
For example, the following online behaviours could help shape both messages and channels: Which phones or tariffs were browsed and how frequently Which devices were used so which to optimise communication design for Any alignment of visit timing with receipt of offline messages such as direct mail and TV Relevant communications received at the right time and through the right channels can have a very positive impact on building brand preference. By using online data to understand each the preferences of each customer a Telco will not only reap the rewards of increased brand loyalty, but also increased marketing effectiveness and reduced costs. Business results include:- Increased customer lifetime value Improved conversion rates & campaign ROI Customer experience enhancement With today s consumers having high expectations of brands and plenty of choice to move if they are not happy, efforts to satisfy, if not delight, customers are critical to long-term success. As well as using individual-level digital data to optimise marketing communications messages and channels, it can also help improve customer service and enhance the overall customer experience. The type of data that could be useful in enhancing customer service includes: Knowing which support and trouble-shooting pages someone clicked on Seeing if someone who has just been upgraded is looking at how to set up their phone Understanding if these behaviours have been repeated by the same customer Whilst online self-service is the cheapest issue resolution channel, for the highest value customers, or those showing repeated support-seeking behaviour, it s worth putting extra effort into making them feel valued. So a Telco could send the information through to the call centre and have a representative proactively call the customer to help resolve the issue over the phone or by directing them to their p6
local store. Alternatively arming the call centre with that information for an inbound call would be valuable in terms of both customer service and call centre efficiency. Business results include:- Increased Net Promoter Score & Customer Satisfaction Index Reduced channel costs Marketing attribution Combine an ever-increasing pressure to prove return on marketing investment with a burgeoning number of customer touch points to understand and it s easy to see why marketing attribution is such a hot topic. So far most attribution modelling has mainly relied on last click which only ascribes value to the last interaction that customer had with a brand. This ignores all previous interactions and can lead to flawed decisions, for example reducing online display advertising as that is typically a touch point closer to the start than end of the sales cycle, or over-paying affiliates. Data that is essential for building accurate full customer lifecycle attribution models includes: The relative length and complexity of the sales cycle for specific keywords The true value of each affiliate and how to fairly split payments The depth and quality of the interaction with the brand on each occasion With the full history of each individual s online behaviour, for example exactly which web pages were interacted with on each visit, it s now possible to see everything that has impacted a final sale. A value can then be applied to each specific touch point, right down to details such as specific paid and natural search terms or affiliate activities. This considerable insight empowers marketers to make fact-based decisions which will shape affiliate programmes and payments, optimise media spend and improve overall return on marketing investment. Business results include:- Increased marketing effectiveness Reduced costs p7
Bringing the data to life To help bring the value of this data to life let s look at just a fraction of the individual-level online data available, the insight that data brings and potential actions that could be driven as a result. Individual online data Insight from the data Potential actions to take Acquisition Stage 1st Visit: Arrives on web site from referring Google search term cheap pay as you go smart phone. Checks network coverage in two areas, then leaves. 2nd Visit: Three days later returns via a Facebook ad and looks at specific brand of phones. Browses tariffs, especially data heavy ones, for specific model, puts into basket then abandons. 3rd Visit: One day later returns to site as direct traffic and signs up for pay as you go tariff with phone previously browsed. Accepts email marketing. Welcome Stage Browses support pages for phone purchased, leaves site and browses same pages again. Clicks on an affiliate ad for accessories and browses on-site for case and in-car charger. Nursery Stage Searching for foreign tariff information. Arrived on website after clicking through from an email promoting insurance. Search indicates price sensitivity cheap and preference for pay-as-yougo tariffs and smart phone. Network coverage search indicates potential locations to direct to nearest stores. Into social media and investment in Facebook advertising having an impact. Indicates phone brand and tariff preference. Increasing Telco brand awareness. Phone and tariff chosen and delivery address. Now have direct channel to them via email. Possible issues setting up phone and struggling to find the answer on the web site. Role and value of specific affiliate and that advert. Interested in specific accessories for their new phone - cross-sell opportunity. Looking to use phone abroad - potential up-sell opportunity. Phone is important to them - potential up-sell opportunity. Value of email marketing efforts. Personalise web content in real-time with messages around coverage quality and tariff value for money. Include incentives on site to sign up for email or SMS marketing programmes. Encourage to interact with brand s product pages on Facebook and send messages through that channel. If signed up for email or SMS send abandoned basket message with personalised content about specific handset and tariffs abandoned. Pop-up live online chat box whilst visitor browses. Personalise web content in real-time with messages or offers around that phone and tariff. Roll into welcome programme. Send proactive support messages via email including information on local stores for help. Inform call centre and have them proactively call them or prepare to help if customer calls in. Include relevant messages and offers in email communications. If looking at high value accessories have the call centre proactively contact them. Hand information to call centre to proactively contact or talk through this if customer calls. Personalise next email with relevant tariff information. Personalise next email with relevant messages or flip web content in real-time. p8
In-Life Stage Uses an ipad to view online bill. Into mobile communications, potential high value customer. Optimise emails or SMS for specific device format, offer reduced rate multi-device tariffs. Tops up increasingly frequently online (instead of other methods) and spends more. Renewal Stage Increasing phone usage and interaction with the brand online. Up-sell opportunity. Send email messages around the benefits of pay monthly and/or more suitable pay as you go tariff. Looking for PUK code. Potential defection. Proactively contact to offer upgrade or different tariff - chose channel and urgency based on customer value segment. Looking at pay monthly offers. Interested in switching to monthly tariff. Send messages around the added benefits of paying monthly and give offers as appropriate. Deeper intelligence to drive stronger results The better the data foundation the stronger the models created and the greater the business results that can be achieved. By feeding the type of highly granular, individual online behavioural data mentioned into their warehouse, along with other customer data, Telcos put in place an extremely robust groundwork on which to build those business critical models. They are then in the best possible position to apply their considerable industry experience and analytical expertise to turn that data into the actionable insight that can transform fickle customers into loyal brand advocates and drive long-term business success. p9
Individual-level online data from Celebrus Technologies is: Customer Focussed Data is organised by session and individual customer, not page or IP address Detailed Data is at individual session, visitor and customer level, not aggregated or summarised reports Easy A single insert captures all data and implements real-time - no up-front tagging or tag maintenance required Fast Operates in sub-second real-time to enable real-time personalisation or can be fed five-minutely, hourly or daily Complete All data is captured to enable current and future analysis and insight Flexible Can be fed as structured or semi-structured data into a wide variety of big data platforms Owned by you So you have access to the data as and when you need it without the security issues of another provider holding it Scalable Designed to support the largest of web sites and applications Visit or call us on +44 (0)1635 230 630 to find out how we can help. Corporate Headquarters: Venture West, Greenham Business Park, Newbury, Berkshire, RG19 6HX, UK 2012 Celebrus Technologies Ltd. CT:SS:0712:CelebrusforTelecommunications p10