The biggest worry for Telcos and CSPs today is the dwindling revenue and rising churn. Customer expectations are becoming complex, and competition is getting smarter with technology and tools, drawing more through retention and ARPU programs.
In our last blog, we told you about Chris, a prime subscriber of a leading CSP contemplating on leaving the network due to mediocre approach to his needs by the service provider. With millions of both active and inactive subscribers, Telecoms should create a unified view of each customer to design personalised CX initiatives.
Conventional data-driven practices are becoming redundant and Telco Marketers are finding new means to offer a more contextual approach to driving campaigns. Touted to be the “next big thing” in Martech, Customer Data Platform (CDP) bringing the much-needed unification of customer data sourced from multiple touchpoints.
In our last publication, we introduced CDP, its benefits and how it is the harbinger for Telecom Marketing. Let’s look at some of the most visible benefits CDP can bring to the table for Telcos.
To create a robust customer profile
Gone are the days of mass segmentation based marketing campaigns. Today, the onus is on Marketers to create a personalized approach to targeting each audience. This is made possible by creating a unique profile at customer-level which should consist of data sourced through both online and offline sources across multiple touchpoints.
In stitching together data from different sources
CDP is equipped to both gather primary data from different sources/formats and disseminate to different marketing ERP systems. Systems like CRM and DMP only gather from the source they’re programmed for. A CDP collects data from multiple customer touchpoints – personal and demographic data, transactional/order data, online behaviour, mobile and web data and others.
A distinct feature of CDP is to unify all sources of customer data and offer a single view.
For a deep dive into understanding the customer
CDP offers a holistic view of the customer. Insights such as lifestyle, usage habits, sentiments and behaviour help campaign managers design meaningful and result-oriented programs. Since CDPs collect data directly from customers, there’s little room for contamination, offering a clear and undiluted multi-dimensional view of the customer.
Analytics to run personalised and contextual campaigns
CDP is primarily built for Marketers and is analytics friendly. There is a dire need for Marketers is to gain deep insights into the customer to tailor specific campaigns. Revenue enhancement (ARPU), Churn Rate reduction and better CX need contextual feed for better marketing outcomes.
Available to all types of systems for collaboration
Campaign management systems consist of multiple nodes and require plugins and integration at various junctures. The most compelling feature of CDPs is its ability to easily ingest into multiple systems and ERPs for ease of access and retrieval by both corporate and business teams to track performance and ease of reporting.
Pelatro has been working closely with leading Telcos and CSPs around the globe to contextualise marketing campaigns, manage loyalty programs, create new revenue streams and unify communication management.
The Multi-Channel Marketing Hub suite of products from Pelatro offers cutting edge solutions for global telecom companies using AI-ML techniques.
To know more about Pelatro’s solutions can boost campaign management efforts in your organisation, visit https://www.pelatro.com/products/
To request a demo/discussion, please email hello@pelatro.com
