Tech mahindra
Tech mahindra

Customer Acquaintance, Retention and ARPU Enhancement Solution

As the Communication Service Providers industry moves towards maturity, Communication Service Providers (CSPs) face a number of challenges due to a dynamic and increasingly competitive operating environment

Some of these challenges include:

  • Increasing costs of customer acquisition (COCA)
  • Commoditization of the voice business resulting in lower ARPU and inability of data products to offset the revenue loss from voice
  • Increasingly complex product portfolios resulting in complex pricing plans, which are difficult to communicate to customers
  • Increasingly demanding customers looking for instant gratification and demanding real time interactions including offers.
  • A regulatory environment that has reduced barriers for subscribers to change their service provider (due to mobile number portability)

In the acquisition-based business models of the past, the critical success factors were strength in conventional above-the-line marketing and mass market promotion, built upon a solid foundation of network coverage and routine customer service.

To stay competitive and be profitable in the present business scenario, CSPs business models that enable them to develop and retain customers ‘for life’ rather than acquire new customers. It has become imperative to differentiate and personalize customer interactions for optimizing the value of each customer.

To optimize the value of each customer, CSPs need to re-evaluate their IT systems or business processes and introduce additional systems and metrics that will enable to understand the preferences and behaviors of subscribers contextually, and adapt to the same in real time.

CSPs, face different challenges in optimizing customer value in developed and emerging markets.

Developed Markets Emerging Markets
Developing integrated value propositions for convergent products that cover both pre- and post-paid, for individual and corporate customers Responding to the budget constraints of pre-paid subscribers Stimulating basic usage as well as diverging usage patterns
Doing behavioral and predictive targeting to cross- and up-sell advanced offerings Improving the ability to cross- and up-sell simple products or product bundles
Improving subscriber retention and loyalty Reducing customer churn
Using advanced analytics based on timely access to relatively large, high-quality databases of customer information Reducing dual SIM usage
Handling data accuracy and availability limitations
Coping up with lower experience and capabilities in the areas of data mining and analytics

To help CSP overcome the challenges of understanding the needs of their customers in real time and responding to these needs in real time we have introduced CARE- an integrated platform for Customer Lifecycle Management (CLM) and Closed Loop Marketing. CARE enables Communications service Providers to succeed in the competitive environment by using CLM to drive top-line improvements, through targeted one-to-one, real time, below-the-line (BTL) campaigns, through highly contextual offers and personalized interaction with customers across multiple channels.

  • Usage and revenue maximization
    • Recharge triggered promotion
    • Usage Triggered promotion
  • Retention
    • Usage Triggered promotion
    • Recharge triggered promotion
    • Loyalty based promotion
  • Promo packs
    • Activation request from subscriber
    • De-activation request from subscriber
  • Demographics and BI-score-based promotions
  • Value Added Services (VAS) promotions
  • Campaign – Bulk request
  • CRM queries
  • Promotion-eligible subscriber list
  • Reporting
  • CARE Is highly scalable, adjunct and easy-to-integrate-and-deploy platform that ensures the least total cost of ownership (TCO), when compared to similar platforms
  • Consolidates data across the organization to build comprehensive unified subscriber profiles, which can be fully customised as per the need of the operator, and can have multiple criteria and parameters configured; promotions, campaigns, benefits and offers can be designed based on these subscriber profiles
  • Enables fully automated data collection and automated offer fulfilment on conditions being met by the subscriber; this allows CSPs to design and develop multi-step, multi-channel marketing campaigns for a targeted and segmented audience, which ensures proactive cross-sell, up-sell and retention opportunities leading to maximized revenue
  • Helps CSPs continuously learn, optimize and adapt to every customer interaction in real time, across inbound and outbound communication channels
  • Stimulates and captures the highest revenues possible from customers over the entire lifecycle
  • Segments customers at micro level and builds the value drivers to increase the Earnings Before Interest, Taxes, Depreciation and Amortization (EBITDA)
  • Makes optimal trade-offs while allocating resources between acquisition and retention programs, and customer treatment, through informed decision-making
  • Identifies profitable customers through various metrics, including revenue, churn propensity, cost-to-serve and other factors; also identifies the factors that destroy value the most  
  • Determines the Customer Lifetime Value at the individual customer level; this helps to tailor customer services to suit micro segments or even individual levels
  • Helps to differentiate customer treatment with the power to:
    • Implement campaigns and promotions based on smart testing and monitor the campaigns in a closed loop
    • Roll out campaigns to a control group
    • Use various scientific and statistical tests and techniques to fully understand the benefits and burdens of specific campaigns and promotions before they are launched. CSP can then use the insight gained from such research to launch the most relevant and profitable campaigns for not only reducing OPEX but also the opportunity cost of failed campaigns.

Brochures

Integrated Revenue Assurance & Fraud Management

Integrated Revenue Assurance & Fraud Management

Lite Speed telco –An end-to-end BSS/OSS solution

Lite Speed telco –An end-to-end BSS/OSS solution

Bring the Power and Simplicity of SaaS to BSS & launch Next-Gen Services in 6 weeks with Reduced Business Risk.

Success Stories

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For further information please write to connect@techmahindra.com

For further information please write to connect@techmahindra.com