A huge part of any digital transformation strategy is delivering exceptional customer service. This notion holds especially true in the telecom sector where operators are not only going through a digital metamorphosis themselves, but are also the catalysts for their customers’ digital lives. These operators can make use of the enormous data they have at their disposal to enhance their customers’ experiences beyond their expectations.
This forms the basis for Saudi Telecom Company’s (stc) recent investment in upgrading its customer experience. Collaborating with their associate, Huawei, stc successfully transformed its existing big data platform into a Customer-Centric Platform (CCP). This strategic move is aimed at improving their data analytics and insights capabilities.
The advantages of the CCP approach are twofold and efficiently balance efficiency and data value. Firstly, the CCP system brings together and democratizes data that was previously isolated and complicated to utilize. This paves the way for the second advantage – precise, valuable insights about customer experience that allow for finer marketing segmentation and customization.
What’s more, the CCP was constructed using existing systems, hardware, software and tools, optimizing capital expenses (CAPEX) and operating expenses (OPEX) now and in the future. This sustainable approach presents a series of short-term and long-term benefits for stc’s business and customer experience. These benefits include scalability, cutting-edge technology, real-time data and analytics, micro-segmentation and personas, and solution sustainability.
The refreshed platform has already reaped benefits for stc, proving a positive return on investment (ROI) within three months. Armed with a unified view of all customer data, stc is now launching a host of marketing campaigns and customer experience strategies. This successful strategy has allowed stc to identify high-value customers with a higher churning risk and to automatically trigger retention campaigns, effectively reducing churn by 40%.
Furthermore, the CCP has yielded results in event monitoring with stc predicting significant cost savings as a direct result of faster fraud prevention. A CLI refilling use case alone avoided considerable revenue leaks, and the new CCP has managed to halve Wangiri-related churn. This notable transformation in stc’s ability to manage customer experiences reaffirms the significance of digital technology and investment in improving upon existing systems.
