Andreas West, Senior Vice President, Customer Management, Celcom Axiata presented at the Premier Business Leadership Series 2010, http://www.sas.com/theserieshk. West will pull from his experience utilising business analytics to create business value at Vodafone, Accenture, Citibank, and currently, Celcom Axiata, for his discussion. He will discuss how business analytics is a key enabler to build market share, profitability and turn a business around while following the concept of customer lifecycle management. He will also explore how to: Acquire high value and high loyalty customers. Get higher cross/upsell results from your customer. Minimise the number of unprofitable customers. Predict the future value of a customer.

1. Business Analytics Insights Session
Using Business Analytics to Improve Customer Lifecycle Management
Andreas West
Senior Vice President Customer Management
Celcom Axiata

2. TITLE
Using Business Analytics to improve
Customer Lifecycle Management
Andreas West
SVP Customer Management
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3. Celcom has a history of 16 quarters of consecutive
revenue growth
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REVENUE (RM Mil) SUBSCRIBER (‘000) #
an axiata company
10,380
1,699 1,703 10,145
10,142
1,606
9,698
1,544 9,176
1,476 8,761
1,471
1,416 8,254
1,374 7,894
1,348 1,363 7,600
7,571
1,307 7,218 7,394
1,271
1 271 7,202
7,202
1,222 1,231 6,728
1,176 6,404
6,241
1,110
1,051 6,079 Prepaid Registration
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Q106
Q206
Q306
Q406
Q107
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Q308
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EBITDA (RM Mil) ^ PATAMI (RM Mil) ^
773 441
759
412
716
404
682 357 367
664 664
336
641 321 327
610 614
622 300 310
585
585
563 256 262
542 233
218
519 206 212
500
180
474 477
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Q306
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Q107
Q207
Q307
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Q108
Q208
Q308
Q408
Q109
Q209
Q309
Q409
Q110
Q106
Q206
Q306
Q406
Q107
Q207
Q307
Q407
Q108
Q208
Q308
Q408
Q109
Q209
Q309
Q409
Q110
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4. Customer Lifecycle Management (CLM) improves
marketing effectiveness by increasing customer
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relevance
Modes of Interaction with Customers
From … Increasing Customer Relevance … To
Customer Lifecycle
Mass Marketing Targeted Marketing One‐to‐One Marketing
Management
Mass One‐to‐One
Target‐group specific
g g p p Contextual, dynamic
, y
Communication communication
i ti
communication with and personalized
emphasizing
with customers being more information on communication with
personalized
over contacted or directly suitable treatments offered at
interactions and
uncontactedd products or services
d t i the right time
th i ht ti
product offers
Response Rate*: ~
p
Response Rate*: ~ 1‐5%
R R t * 1 5%
5‐10%
Yesterday Moving forward
* Based on results across different industries. Response Rate varies according to the offers generated
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5. Customer Lifecycle drives profitability early and retains
customer longer
Customer Lifecycle Join Use Request Support Reconsider
Make Resolve Terminate /
Discover Sign‐Up Activate Use Service Bill & Pay Revaluate
Contact Issue Extend
CLM Actions to Drive Greater Lifetime Value 5. Extend Revenue
5. Extend Revenue
through Proactive
Retention Treatments
3. Intervene to Up‐
Sell / Cross‐Sell and
Drive Revenue 4. Intervene to With
Minimize number of
Mi i i b f CLM
Unprofitable
2. Intervene to reduce Customers
Costs‐to‐Serve and Downward
Drive Margin Migration
Range of
R f
Profitability
1. Make customers Customer
profitable faster through Profitability
Targeted Acquisition and Scenarios ‐
Full Service Take‐Up
p Without CLM
P
6. Life‐stage and profile based treatments to match customers needs and increase loyalty
Customer Lifetime
C Lif i
5

6. How to get higher x-/upsell results from your customer?
an axiata company

7. How to minimize the number of unprofitable customers?
an axiata company

8. How to predict future value?
an axiata company

9. How to acquire high value/high loyal customer?
an axiata company

11. Things can still go wrong

12. Don’t forget: Business Analytics is relying on other things!
BUSINESS ANALYTICS
PEOPLE
PROCESSES
TOOLS
DATA DATA DATA DATA DATA

13. Andreas West
SVP Customer Management
Celcom Axiata Berhad
Email: andreas.west@celcom.com.my
Twitter: A4XRBJ1
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