We live in times where Customer centricity has become a norm for companies of all shapes and sizes. In big industries such as Telecom, the need to stay relevant to each subscriber requires considerable investment in technologies such as Artificial Intelligence (AI) and Machine Learning (ML).
According to Forbes, “Crunching of the data by AI helps with customer segmentation, customer churn prevention, to predict the lifetime value of the customer, product development, improving margins, price optimization, and more”.
Telecom Marketing requires deep insights into customer behaviour to help campaign managers design and drive smart campaigns based on the specific context of each subscriber. The AI-ML duo has been empowering CLM teams to considerably improve KPIs – uptake rates, ARPU, customer retention etc.
Let’s look at how AI/ML is making Contextual Marketing in Telecom more dynamic, agile and customer-centric.
Understanding the Customer’s Intent
As a starting point, Campaign Managers need to access deep insights into the customer’s intent and preferences. Capturing micro-moments of the intent helps in building a robust behaviour profile which makes for easy segmentation. This promotes positioning of offers and rewards based on a specific “trigger” to the subscriber’s context. E.g.: location/migration request (churn indicator).
Multi-dimensional Customer Profiling
Telcos house rich customer data sourced from multiple touchpoints. It’s paramount for the telco to unify data to build a holistic view of each subscriber. Information gathered from call, data and SMS records, recharge records, demographic data can be harnessed to access a multi-dimensional view of each customer in a single profile.
Deep Dive into Customer Journey
Marketing campaigns require deep insights of the various stages of the customer’s journey to devise offers and plans suitable to a specific phase. Using AI/ML, various points of intervention along each step in the journey is identified through predefined rules. This helps CVM teams to connect with the subscriber at relevant points and enhance the journey. Strategic insights into the journey also help managers introduce offers, awards and services at crucial junctures.
Intelligent Insights/Customer Analytics
With real-time insights and Predictive Analytics, KPIs such as acceptance rate, revenue and profitability of hundreds of campaigns offers can be analysed using deep learning techniques. This data not only comes handy as ‘learnings’ for future campaigns but also in fine-tuning the existing ones to improve outcomes.
Ready to transform the Campaign Management practice at your Telco? Using AI-ML techniques, the Multi-Channel Marketing Hub suite of products from Pelatro offers cutting edge solutions for global telecom companies. To know more about how Pelatro’s solutions can boost campaign management efforts in your organisation, visit pelatro.com/products
To request a demo/discussion, email hello@pelatro.com
