Customer insights are so much more than a few interesting statistics on a static report. Used correctly, they become an effective tool for maximising operator profits. Enter Nokia Siemens Networks Customer Experience Consulting Practice
Recently, a European mobile broadband (MBB) challenger engaged Nokia Siemens Networks Consulting to partner with its marketing team to ensure a safe path to profitable MBB growth. A first step in the project was data collection. This threw up surprising insights, many of which the operator had not realised or uncovered before.
In one case, a customer on a post-pay contract was using 170 GB of data per month, although only accruing ?50 in charges. This was found to be the result of fraud and a breach of fair use policies. In another instance, a smartphone user, again on a post-pay contract, was charged less than 20 cents, for over ?1,000 of data.
Deep analysis of busy hour usage revealed some equally interesting facts. Less than 0.5 per cent of the operator?s customers appeared to be driving as much as 40 per cent of the busy hour traffic. So a relatively small number of users were seemingly responsible for a huge proportion of CAPEX investment.
By segmenting customers to identify sensitivity to prices and quality, a better understanding of the customer base was achieved, leading to propositions attractive to specific segments of like-minded customers. This understanding led to rapid results, with a targeted offering to one segment seeing data revenues increase by 15 per cent. Now the focus is on sustaining these policies through solutions that reach the whole customer base.
And the big lesson from all this? Using real customer insights shortens the time-to-benefit and assures a good return on investment.
