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Customer Value Maximization for an Indian Telecom
giant
A Xerago Case study
Assignment Background

The telecom industry in India was dominated by the pre-paid segment with 97%
of youth and a greater...
The Goal

Minimize customer churn
The Scenario
Outcomes

Tactical Operations

TVC/Print/OOH

Search

Display media

R
E
S
U
L
T
I
N
G

Poor usage

High chur...
Customer Value Maximization Approach
In order to achieve client’s goal, Xerago deployed its proprietary Customer Value Max...
The Measure phase
Parameters X-rayed

Evaluation Results

• Poor offer mechanism
Technology and process

• Low talker, Low...
The Manage phase – Activities & Areas Impacted

Process Overhauls:
This involved tweaking of offer mapping process and dat...
The Manage Phase – Teams Impacted

Usage and retention

IT and analytics reporting

T
E
A
M
S
I
M
P
A
C
T
E
D

Product
The Maximize phase
Xerago setup a concurrent framework to measure the effectiveness of the interventions made to
ensure de...
Thanks

More About the Client:

The client is India's first truly multinational corporation. They are a pan-India
integrat...
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Minimizing churn in telecom with customer value maximization

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With competition in the Indian telecom industry being very intense, brands need to constantly ensure that their existing customers are retained and not lost to competitors. Xerago's client wanted a solution to minimize churn. With Customer Value Maximization, they enjoyed a significant reduction in attrition. Here's how.

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Minimizing churn in telecom with customer value maximization

  1. 1. Customer Value Maximization for an Indian Telecom giant A Xerago Case study
  2. 2. Assignment Background The telecom industry in India was dominated by the pre-paid segment with 97% of youth and a greater than 90% of new users in the pre-paid segment. The industry was highly competitive with a few players holding lion's share and there was a fierce competition from new entrants. Hence it was very critical for the companies to preserve the hard earned subscribers. The client was facing a huge customer churn in its Gujarat Circle.
  3. 3. The Goal Minimize customer churn
  4. 4. The Scenario Outcomes Tactical Operations TVC/Print/OOH Search Display media R E S U L T I N G Poor usage High churn I N Poor response SMS
  5. 5. Customer Value Maximization Approach In order to achieve client’s goal, Xerago deployed its proprietary Customer Value Maximization framework, which involved the following 3 stages: 1 MEASURE 2 MANAGE 3 MAXIMIZE Through objective measures, a Based on the current state and This was the high value growth snapshot of client’s marketing desired end state, the road-map phase where all possible marketing effectiveness on many levels and which involved a re-architecture of variable combinations are tweaked dimensions was constructed and strategy and re-alignment of on a concurrent basis to produce this helped us objectively resources was developed and the optimal spend to impact demonstrate the effectiveness of the interventions were made to outcomes. Learning was constantly client’s current marketing programs. catalyze the marketing growth updated for ongoing maximization. engine. By making interventions on, Process Technology
  6. 6. The Measure phase Parameters X-rayed Evaluation Results • Poor offer mechanism Technology and process • Low talker, Low SMS segment was churning • Inappropriate usage of collected data Marketing programs Segments
  7. 7. The Manage phase – Activities & Areas Impacted Process Overhauls: This involved tweaking of offer mapping process and data capture process Teams Impacted Technology Interventions Propensity, churn models & response learning system
  8. 8. The Manage Phase – Teams Impacted Usage and retention IT and analytics reporting T E A M S I M P A C T E D Product
  9. 9. The Maximize phase Xerago setup a concurrent framework to measure the effectiveness of the interventions made to ensure desired results are delivered. This was achieved by establishing benchmarks for various interventions and real-time optimization of the efforts. Below are the outcomes. 22% increase in response rate 30% decrease in churn 15% increase in usage Ongoing churn prediction is happening and appropriate marketing actions are taken to ensure loyalty.
  10. 10. Thanks More About the Client: The client is India's first truly multinational corporation. They are a pan-India integrated GSM operator offering 2G and 3G services, and have their own NLD and ILD operations, and ISP license. With revenue in excess of $4 billion; revenue market share of nearly 15%; and subscriber base of over 121 million in FY 2013, the client is India’s 3rd largest mobile operator. They rank among the Top 10 country operators in the world with a traffic of over 1.5 billion minutes a day. Want to maximize customer value from your customers? GET IN TOUCH Marketing@xerago.com The client's robust pan-India coverage is built on a network of over 100,000 2G and 3G cell sites, spread across over 55,000 towns in India. Xerago is a Customer Value Maximization company headquartered in Chennai, India. Ever since inception, Xerago has evolved marketing solutions for clients, using a combination of Robust Process, Creative Excellence, Cutting edge Technology and Discrete Measurement. Over time Xerago has created IP both tangible and in-tangible that enables the entity to retain its unique advantage of being among the few entities globally that has stellar depth of consulting with a combination of large scale marketing outsourcer.
  • MuhammadAli673

    Jul. 2, 2021
  • anandvijay

    Jan. 10, 2018
  • evaristoc

    Jun. 20, 2014

With competition in the Indian telecom industry being very intense, brands need to constantly ensure that their existing customers are retained and not lost to competitors. Xerago's client wanted a solution to minimize churn. With Customer Value Maximization, they enjoyed a significant reduction in attrition. Here's how.

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