At the annual Teradata Partners 2015 conference (happening this week at the Anaheim Convention Center) a big point of conversation among data scientists, business analysts and executives alike is customer analytics.
The sessions on this topic are many. For mobile phone operators, for example, the success of the business is entirely dependent on customer satisfaction. As an increasingly competitive industry, if customers aren’t completely - and continuously - happy with the coverage, speed and capabilities of their mobile network provider, they’re likely to pursue other options. So, how do mobile operators continue to stay ahead of the curve while ensuring that each customer in their network is continuously pleased with their service? Simple: advanced analytics.
This is specifically the case for TURKCELL, a leading mobile phone operator of Turkey, and among the top five most valuable companies throughout the country. With thousands of daily users, TURKCELL saw the opportunity to glean important customer experience insights from their network data. It was critical for TURKCELL to begin thinking about each individual user within the network - while he or she may not have any complaint tickets in the system, could TURKCELL confidently say that this customer is completely satisfied? Not necessarily. What was needed was a deeper understanding of this customer’s experience; TURKCELL needed analytics.
Problems and Discoveries
A major issue faced by mobile network providers is adapting to the fast evolving mobile environment. With the onset of mobile devices and applications, the environment has seen enormous shifts in the last five years alone. Network analytics have given TURKCELL a leg up on the competition, by providing insight into customer feedback and satisfaction during said changes, allowing the company to discover new opportunities while maintaining optimized customer experience.
Through advanced analytics, TURKCELL was also able to nail down and rectify a slew of analytics problems that could lead to customer pain points and problems, including:
- Volume and speed of data
- Changing data characteristics
- Technical difficulties
- Resource limitation
- Budgets
- And more
Customer Experience Factors
Network analysis was also a key driver in helping TURKCELL identify factors that contribute most heavily to a customer’s overall experience with their mobile operating network. Network, device and application were determined to be the top three concerns of network customers.
By looking at data surrounding these factors, TURKCELL was able to improve customer experience and figure out exactly what makes customers happy, and arguably more important, what makes them unhappy, so that any issues surrounding these pertinent factors can be improved upon immediately. Were customers happier after an update? Did their level of satisfaction increase alongside the improvement of coverage reliability? Using network analysis helped TURKCELL answer these questions and more.
Enabling for Future Growth
Through network analysis with Teradata of over 35 billion rows of XDR files, processed by the system daily, TURKCELL seized the opportunity to enable several different factors that are attributed to the company’s future growth and continued customer satisfaction.
- Data Mining. Through data mining, the churn prediction success ratio increased remarkably. Additionally, mobile traffic was better forecasted for optimized network planning, while major costs in network investment were cut.
- Call Center Integration. Since TURKCELL’s platform is completely customer-centric, customer quality index (CQI) sets are established and evaluated for each individual user. These evaluation results are then fed to the Call Center System and agents are immediately evaluated upon receiving a complaint. As a result, these problems occur less and less over time as call center agents become better equipped to handle them.
- Campaign Management. Campaign target selection is empowered with exact network experience figures, helping to improve targeted campaigns to precisely augmented audience segments.
Network analysis has already provided TURKCELL with the insights needed to make a real and lasting impact on customer engagement, experience and satisfaction. As the company continues to monitor and analyze the data provided by their network, it hopes to further enrich CQI sets, empower the platform with 4.5G data and integrate with other network operation and monitoring systems.
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