2Challenge:In the telecommunications industry, strategic jointefforts by operators have created challenges andopportunities on a global and regional scale.Product bundling trends are impacting customeracquisition, retention, and growth strategies. Tosucceed in this new landscape,telecommunications companies must focus onunderstanding and responding to the differentneeds and values of their customers segments.A leading operator in the MENA region lost 50percent of its market share within four years ofbeing awarded a new GSM license. Without a solidfoundation to support data driven decisions, thecompany was unable to respond effectively to themarket. The company enlisted Peppers & RogersGroup to perform a comprehensive assessment ofits capabilities and develop a detailed roadmapand implementation plan to better leverage datafor its decision making needs.The Challenge: Stem market share loss with data strategy
3Approach:In order to better understand the current state of the operator’s data capabilities,Peppers & Rogers Group performed a comprehensive assessment of the operatorcapabilities across each of the four pillars of Peppers & Rogers Group’s info|SMARTmethodology: data availability, data accessibility, data effectiveness, and dataoperations.Based on the assessment, the team developed a detailed roadmap andimplementation plan to change in how the operator leverages data. Thetransformation included new framework designs for data quality, implementation oforganization, processes and monitoring tools, and planning of corrective actions formajor existing data quality problems. Peppers & Rogers Group also conducted adetailed assessment of the current product hierarchy and designed and supported theimplementation of an improved cross-unit product hierarchyTo improve the business use of the data being recovered, the company implementedan ideal data mart for each subject area of the business requirements (revenue, usage,subscribers, sales, cancellations, customer information, and customer service) anddesigned more relevant dashboards. Systems were also put into place to identifyenterprise-level moments of truth in order to catch the most significant and frequentcustomer events. Peppers & Rogers Group also developed advanced analytical churnmodels to assist with churn, social networking, behavior segmentation, and best nextproduct offers. Finally, targeted campaigns were designed and implemented.The Approach: Leveraging data for decision making
4The Insights & Outcomes: Data capabilities raise revenueInsights & Outcomes:Given Peppers & Rogers Group’sassessment, recommendations, andassistance, the overall timeliness,relevance, and quality of data marts andreports have greatly improved. This hasenabled the various business units toanalyze data on a daily basis andgenerate targeted campaign lists inminutes as opposed to weeks. The newdashboards that were designed and putinto production also include customized C-level executive dashboards. The accuracyrates of the analytical models andhundreds of campaigns launched over thecourse of 2012 created an incrementalrevenue impact of 3 percent.