Client Successes

Leveraging Data Warehousing to Examine Your Customers More Closely

Mobile Wireless Provider

Challenge

Do you know your customers? Each of them? For a wireless phone provider this is the key to gaining valuable, new customers and to reducing churn. Products can be reliably tailored towards a sustainable and profitable customer type. Issues that lead existing customers to churn out can be identified and eliminated. Daily operational data and other intelligence about 9 million current and former customers existed - it had to be made available to everybody in the company who needs data for making decisions. Analysts needed this data in order to define interesting new products and services, contact center and point of sales staff should use this data to make the right offer to existing customers and prospects. The customer care group asked CVP to review the relevance of different sources of information about their customers. Once the data was assessed a data warehouse should be built that provides relevant data to analysts and furthermore suits as basis for decision support for sales staff.

Approach and Results

CVP analyzed the different factors that have an impact on customer satisfaction and cost. Based on this initial analysis all relevant data sources have been located and their integration into the customer care data warehouse has been planned and implemented. In parallel business user interviews have been conducted to define required reports and other analytical products needed by various user groups.

Different statistical models have been developed and integrated into the data warehouse. These models allow for 'what-if' analyses that use historical data to group customers and predict their behavior in the future based on different scenarios. Changes can be simulated in order to forecast their impact on the customer base. All the analytical and statistical tools are being introduced not only to business analysts: A data hub was developed in order to supply relevant customer data to all channels. Contact center agents and point of sales staff is directed during the sales or retention process by offering facts based suggestions. Even automated decisions in 'Interactive Voice Response' systems or the Internet are implemented.