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5 | What customers really want – A customer-centric strategy for telecom operators

Here are some examples of categories:

Research data: Based on surveys and field research, operators have massive

amounts of customer data, e.g. sociodemographic and regional characteris-

tics. This data is mainly used for segmentation purposes in strategic market-

ing. It is not usually available on an individual customer level. Operators

rarely have data on customer values and needs. If they do have such data,

it is usually neither quantitative nor comparable across different business

units. The reason is that the business units do their own brand, segment and

customer research. So the problem is not only defining who does what, and

determining where the data is stored, but also guaranteeing comparability.

Operational customer data: Telecom operators have order and contract data,

channel data, billing data and information on customer devices, tariffs and

option preferences. These are combined with basic data on names, address-

es, gender and age. Ideally, data about the sales channel is integrated with

a usage history and an average revenue per user (ARPU) classification. For

billing purposes, call data records (CDR) are mapped to tariffs. Typical infor-

mation concerns call times and call records (on-net, off-net), the number

of text and multimedia messages, e-mails and the volume of data traffic.

Network data: Besides basic volume data (voice, data), mobile networks

generate location-specific data and user handset data. In fixed line networks,

volumes and usage intensity are key parameters. All technical faults are

reported as network data.

Contextual data: A new class of data is generated in social networks by cus-

tomers themselves. On Facebook, Twitter and in other communities, users

can provide information to and about the operators. This means telecom

operators have to either mimic or cooperate with social communities to

access this contextual data. Starting their own communities is not a viable

option for telecoms, however.

Operational customer data is usually used for campaigns, loyalty programs

and analysis, and more and more network data is used for the same purpose.

In particular, failed call attempts and configuration problems are used to

evaluate customer satisfaction with the network quality, churn models, etc.

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Apple Telecom Manuale Utente Pagina 7