This document discusses potential uses of analytics in telecommunications. It describes six areas where analytics could be applied: 1. Predicting customer lifetime value to identify high-value customers and adjust service levels. 2. Analyzing social media and digital conversations to gather customer insights. 3. Analyzing network quality in different areas to improve customer satisfaction and service quality. 4. Segmenting the market to target customers more effectively and differentiate products. 5. Analyzing social media to develop strategies, gather ideas on competitors, and identify influencers. 6. Measuring customer satisfaction to reduce churn, gain feedback, and improve referrals.

1. Potential Implications
of Analytics in
Telecommunications

2. What?
Prediction of the value a customer will have over there lifetime with
your company or brand
Why?
• Business can make 20% more profit simply by identifying and not
servicing those customers
• A critical role in Business Retention
• Identify and interact with your best (high-value) customers
• Adjust their service levels accordingly
Customer Life Cycle Value Tracking
CA: Abdul restricted 2 24 February 2017

3. What?
Gathering data from stakeholder conversations on digital media and processing into
structured insights leading to more information-driven business decisions and
increased customer centrality for brands and businesses
Why?
• Provide customer insights
• Develop social media strategies and insights
• Gather ideas about competitors
• Determine impact of online campaigns
• Identify social influencers
Social Media Analytics
CA: Abdul restricted 3 24 February 2017

4. What?
Check the quality of network in various areas of a region
Why?
• Good network infrastructure is the basic requisite of a telecom company. No
campaign would be successful without it
• To increase customer satisfaction
• Improve the service quality
• Reduce customer turnover
Network Quality Analysis
CA: Abdul restricted 4 24 February 2017

5. What?
Dividing the market into relatively homogeneous segments on the basis of geography,
demography, behavior, purchase value, etc
Why?
• Since customers are heterogeneous, it can help in product
differentiation and help to target the right customers the right way
• Personalization of products
• To identify the profitable segments
• Efficient targeting
• Improve marketing mix
• Extend product life cycle
Market segmentation and Product differentiation
CA: Abdul restricted 5 24 February 2017

6. What?
To measure of how products and services supplied by a company meet or surpass
customer expectation
Why?
• A/B tests to see what type of content resonates best with your customer Indicator of
consumer repurchase intentions and loyalty
• It reduces customer churn
• It reduces negative word of mouth
• It’s cheaper to retain customers than acquire new ones
• Customer insights like:
– What do customers want as service?
– Customer’s suggestions when it comes to improving the product
– Will the customer refer the product to other
– Factors affecting consumer behaviour
Customer Satisfaction Analytics
CA: Abdul restricted 6 24 February 2017