The telecommunications company enlisted Peppers & Rogers Group to help stem its loss of 50% market share in 4 years. Peppers & Rogers Group performed a comprehensive assessment of the company's data capabilities and developed a roadmap to leverage data better. They improved data quality, product hierarchy, data marts, dashboards and analytical models. This enabled daily data analysis and targeted campaigns. The new approaches created an incremental 3% increase in revenue.

1. Customer Strategy
Case Study:
Telecom Leverages
Data Capabilities to
Drive Retention and
Revenue
An analytics focus
increases revenue and
customer insight

2. 2
Challenge:
In the telecommunications industry, strategic joint
efforts by operators have created challenges and
opportunities on a global and regional scale.
Product bundling trends are impacting customer
acquisition, retention, and growth strategies. To
succeed in this new landscape,
telecommunications companies must focus on
understanding and responding to the different
needs and values of their customers segments.
A leading operator in the MENA region lost 50
percent of its market share within four years of
being awarded a new GSM license. Without a solid
foundation to support data driven decisions, the
company was unable to respond effectively to the
market. The company enlisted Peppers & Rogers
Group to perform a comprehensive assessment of
its capabilities and develop a detailed roadmap
and implementation plan to better leverage data
for its decision making needs.
The Challenge: Stem market share loss with data strategy

3. 3
Approach:
In order to better understand the current state of the operator’s data capabilities,
Peppers & Rogers Group performed a comprehensive assessment of the operator
capabilities across each of the four pillars of Peppers & Rogers Group’s info|SMART
methodology: data availability, data accessibility, data effectiveness, and data
operations.
Based on the assessment, the team developed a detailed roadmap and
implementation plan to change in how the operator leverages data. The
transformation included new framework designs for data quality, implementation of
organization, processes and monitoring tools, and planning of corrective actions for
major existing data quality problems. Peppers & Rogers Group also conducted a
detailed assessment of the current product hierarchy and designed and supported the
implementation of an improved cross-unit product hierarchy
To improve the business use of the data being recovered, the company implemented
an ideal data mart for each subject area of the business requirements (revenue, usage,
subscribers, sales, cancellations, customer information, and customer service) and
designed more relevant dashboards. Systems were also put into place to identify
enterprise-level moments of truth in order to catch the most significant and frequent
customer events. Peppers & Rogers Group also developed advanced analytical churn
models to assist with churn, social networking, behavior segmentation, and best next
product offers. Finally, targeted campaigns were designed and implemented.
The Approach: Leveraging data for decision making

4. 4
The Insights & Outcomes: Data capabilities raise revenue
Insights & Outcomes:
Given Peppers & Rogers Group’s
assessment, recommendations, and
assistance, the overall timeliness,
relevance, and quality of data marts and
reports have greatly improved. This has
enabled the various business units to
analyze data on a daily basis and
generate targeted campaign lists in
minutes as opposed to weeks. The new
dashboards that were designed and put
into production also include customized C-
level executive dashboards. The accuracy
rates of the analytical models and
hundreds of campaigns launched over the
course of 2012 created an incremental
revenue impact of 3 percent.

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