The document discusses using customer insight to drive performance for a large wireless communication company. It describes implementing a phased approach including developing tactical targeting tools, identifying growth opportunities, and establishing an infrastructure to capture value. Case studies demonstrate segmenting the customer base to understand needs, prioritize initiatives, and maximize revenue and retention through targeted campaigns.

1. Driving High Performance for a Large Wireless Communication Company Through Advanced Customer Insight Accenture Consulting – CRM Customer Insight Presenters: Ramin Mikaili and Lynette Lilly

2. Why Customer Insight? In saturated competitive markets, the economics of acquisition and retention becomes painfully obvious and requires a shift in the marketing mix from using the 4 Ps to the 4 Rs. 1 1. James G. Barnes book "Secrets of Customer Relationship Management" McGraw Hill copyright 2000, page 22-23 4 Ps Price Product Promotion Place 4 Rs Relationships : effective communication, trust, commitment, understanding customer needs Retention : targeted incentives, rewards, loyalty programs for specific segments Referrals : value selling, Communication Recovery : strong win-back programs, product and service development Acquisition determines how fast a company can grow. Retention determines whether a company will survive over time.

6. Case I: Growth Segmentation Analysis Framework Rate Plan - Price Point 1 -10% +10% Unstable Trend Separates customers to limit “noise” in trend analysis H M L 1 2 3 Undefined/Error H1 H2 H3 M1 M2 M3 L1 L2 L3 6 month subscriber average of key charges. Forecast change in revenue over 6 months based on a regression of monthly subscriber charges to smooth month to month variations Cut-offs chosen to show significant trends in the movement of revenue and to split the base roughly into three parts Cut-offs chosen to split the base into roughly three parts 1 2 3 4 5 The Revenue Change matrix is the tool we use to analyze the base Rate Plan - Price Point 2 Identify & Profile segments Average Subscriber Charge Subscriber Charge Trend 6 Month

10. Case Study II: Strategic Segmentation This analysis yielded five strategic segments and the decision was made to further analyze the cells below these for insights in many key decisions areas. Sources: Customer Data Top Level Strategic Segments Population Multiple Seg C Segment D Seg B Seg A Seg E Value Factors Behavior Factors (Average)

12. Case Study II: Market Research Market Share Leader in Segment Note 1: Includes carriers such as Nextel, Rural Cellular, US Cellular and respondents who did not indicate a carrier. Note 2: Adding values may not total exactly 100% due to rounding. Segment Company 1 Company 2 19% 22% 22% 21% Company 3 Company 4 Company 5 11% 12% 18% 17% 20% 14% 13% 16% 18% 16% 11% 14% 7% 10% 3% 3% 23% 17% 14% 7% 4% Others 1 Total 2 19% 23% 26% 21% 29% 100% 100% 100% 100% 100% A B C D E Company 6 6% 4% 7% 8% 7% Market Share By Segment Source: 2001 Convergence Audit. Data is from response to question about, “who is your wireless carrier?”. Market versus Client comparison is made using Claritas data and should be used for relative comparison only. Data does not exactly reflect Client’s base. In highly competitive industry with high churn rates, it was critical to identify the addressable market in each area, and to find out where those customers were if they were not in our base.

13. What is Customer Insight? Customer Insight is a capability that requires the integration of business processes to drive actionable strategies and tactics. From our perspective, Customer Insight provides a holistic platform for the management, analysis, and application of information to drive business decisions across a corporation. Integrated View of the Customer Adaptive Campaign Management and Execution Intelligent, Insight Driven Interactions Gather & Manage Data Apply Insight Analyze Data/Draw Insight Profiling and Propensity Modeling Segmentation and Value Analysis Close the loop so customer responses are quickly incorporated into future analytics Customer Insight Customer Insight Framework Data Enrichment and Refinement