How We Did It: The Case of the Defecting Telco Customers


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This presentation shows the in-depth look at how BSI: Teradata investigators were able to solve their scenario so quickly. It also features some work done by Tableau.

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How We Did It: The Case of the Defecting Telco Customers

  1. 1. How We Did The Investigations Episode 1: “The Case of the Defecting Customers” Brought to you by and
  2. 2. We’re Getting A Lot of Questions … <ul><li>Hi Everybody, </li></ul><ul><ul><li>We’re the brains behind the scenes and wanted to answer your questions about “how we did it so fast.” </li></ul></ul><ul><ul><li>This little write-up will give you an idea of our client’s architecture and some details of the BI screens. </li></ul></ul><ul><ul><li>Take a look, and if you still have questions, shoot them to us. </li></ul></ul><ul><li> Yours truly, </li></ul><ul><li>Neuman Hitchcock and Pank Kapoor </li></ul>BSI : Tableau Level 3 PANKAJ KAPOOR
  3. 3. Telco Gave Us Access to their Active Data Warehouse <ul><li>This company has </li></ul><ul><li>40M subscribers, ARPU (Average Revenue Per User) of $412.40/yr, churn of 1.5%/month </li></ul><ul><li>Teradata </li></ul><ul><li>48TB Active Data Warehouse under our fingertips </li></ul><ul><ul><li>4-node dev/test system </li></ul></ul><ul><ul><li>8-node ADW system, with 2-node backup, 3 yrs of data </li></ul></ul><ul><ul><li>Teradata Communications Industry Logical Data Model - contains integrated enterprise data, including product (MDM), customer, billing, contact center, order, call records, etc. </li></ul></ul><ul><ul><li>Right-time active data feeds from order entry, contact center, and web systems (< 15 minute latencies) </li></ul></ul><ul><li>For more info about Teradata, go to </li></ul>
  4. 4. Business Scenario: Defecting Customers <ul><li>Equipment and services sales are down </li></ul><ul><li>Customer churn is increasing </li></ul><ul><li>Company isn’t sure why, so hired BSI to take a quick look </li></ul>
  5. 5. 3 BSI Investigators on This Case <ul><li>Frazier was the Lead Investigator </li></ul><ul><ul><li>Revenues stalling </li></ul></ul><ul><ul><li>Customers defecting </li></ul></ul><ul><li>Max analyzed </li></ul><ul><ul><li>Premature product rollout </li></ul></ul><ul><ul><li>Sources of cancellations </li></ul></ul><ul><li>Zoey analyzed </li></ul><ul><ul><li>Competitor pricing </li></ul></ul><ul><ul><li>Installation issues </li></ul></ul>
  6. 6. Client Architecture Contact Center Corp LAN GoldenGate Teradata Production 8 Nodes 5600H 2 Nodes 5600H Standby Dev – 2 Nodes 5550H Test – 2 Nodes 5550H Reporting Informatica 48TB Order Management
  7. 7. Telco’s Architecture Details <ul><li>Source Systems </li></ul><ul><ul><li>Order Entry – 4.8TB, 218 tables </li></ul></ul><ul><ul><li>Contact Centers – 2TB, 159 tables </li></ul></ul><ul><li>Mini-batch Extract/Transform/Load from </li></ul><ul><li>both SAP front-end and Siebel Contact Centers, </li></ul><ul><li>every 5 minutes </li></ul><ul><ul><li>Together, about 80-90M records/day </li></ul></ul><ul><li>Corporate edict/goal/SLA: </li></ul><ul><ul><li>no reports on any data more than 15 minutes old </li></ul></ul><ul><li>25 BI analysts run about 625 ad-hoc BI queries/day </li></ul><ul><ul><li>Generate 4,200 “standard reports” per day for 12 user groups </li></ul></ul><ul><ul><li>User population of 134 “power users”, 1,450 report recipients who are “active,” 3,288 overall </li></ul></ul><ul><ul><li>247 alerts/day about unusual situations, KPIs at risk </li></ul></ul>
  8. 8. BI Reporting Tool On Top <ul><li>Reporting daily sales performance trends to senior managers categorized by channel, market segment, and product mix </li></ul><ul><li>Analyzing price points by product for pricing strategies that would positively impact revenue and simplify current customer pricing plans </li></ul><ul><li>Visualizing hundreds of sources of marketing, customer, and financial data to drive strategic and operational decision making </li></ul>Recently standardized on Tableau as the corporate BI reporting/visualization tool
  9. 9. Frazier’s Investigations Customers Are Defecting
  10. 10. Frazier’s Investigations Revenues Are Stalled
  11. 11. Max’s Investigations Premature Product Rollout?
  12. 12. Zoey Investigated Competitor Pricing Problem? ZOEY PICTURE
  13. 13. Zoey Investigated Pricing – What Callers Said to Contact Centers
  14. 14. Zoey Investigated Installations – On Time, SLAs Met
  15. 15. Max Investigated Cancellations – Across Order Sources
  16. 16. Max Investigated Sources of Cancellations – Drill Into Contact Centers
  17. 17. Max Discovers Sales Drop-off Source – Three Contact Centers
  18. 18. Summary The Case of the Defecting Customers Jason’s company was experiencing dropping revenues and increasing customer defections <ul><li>BSI explored 3 hypotheses: </li></ul><ul><li>Premature product rollout </li></ul><ul><li>Aggressive competitor pricing </li></ul><ul><li>Installation issues </li></ul><ul><li>Based on data, we rejected all 3 </li></ul>Drilling into the details exposed the real problem: Defections are coming from 3 Contact Centers, perhaps because they laid off some employees CASE CLOSED
  19. 19. Learn More <ul><li>Can your company do something similar? </li></ul><ul><li>With Teradata analytic and data warehouse solutions, you can provide BI analysts with right-time access to integrated data and insights, an unparalleled foundation for Business Intelligence </li></ul><ul><ul><ul><li>Active Enterprise Data Warehouse </li></ul></ul></ul><ul><ul><ul><li>Communications Industry Logical Data Model </li></ul></ul></ul><ul><ul><ul><li>Industry Analytic Solutions </li></ul></ul></ul><ul><li>With Tableau Visualization and Reporting you easily build, see, and drill down into strategic and tactical reports, and dashboards </li></ul><ul><ul><ul><li>Tableau Products </li></ul></ul></ul><ul><ul><ul><li>Product Tour </li></ul></ul></ul><ul><ul><ul><li>Visual Examples </li></ul></ul></ul><ul><li>Contact us to get started: </li></ul><ul><ul><li>[email_address]   </li></ul></ul>