Telecom to understand 1.3 million customers
Telecom powers up to understand 1.3 million individual customers
Telecom New Zealand has purchased a sophisticated Marketing Automation solution to enable them to know how, when and more importantly, when not to communicate with a specific customer.
By replacing decade old technology with SASR Marketing Automation, the country's largest telephone company is set to further refine and improve their targeted customer communications by coordinating all outbound communications through SAS' campaign management system enabling them to capture responses and measure the effectiveness of each campaign.
"The key concept here is relevance - relevance in what we say to an individual customer and relevance in the medium we take to say it," said Tim Simpson, Telecom's Marketing Information Manager.
"We undertake up to 400 below-the-line-campaigns each year to target each of our 1.3 million residential and 200,000 small to medium sized business customers - with the SAS solution we want to target individual customers with information they are interested in receiving and then monitor how our relationship with them is developing."
Two years ago Telecom implemented SAS' data mining technology, Enterprise Miner which now sifts through vast amounts of customer data to predict individual customer behaviour in relation to the products they are likely to purchase, their loyalty to Telecom and the anticipated life of that customer.
"With the upgrade to SAS Marketing Automation, we will exploit this customer intelligence further to help manage campaigns delivering relevant messages, - using a wider range of outbound channels.
Ultimately, Telecom wants to use the new
technology to manage customer communication effectively
(both for the Customer and Telecom), and to enhance the
customer relationship. For example, if a customer has a
preference for us to communicate with them via a particular
outbound channel (or combination) we'll know that in
advance," adds Simpson. "Many organisations send out
communications to customers but fail to measure their impact
on changing customer behaviour. A key capability that
Telecom will acquire through SAS Marketing Automation is
that following each campaign Telecom will be able to measure
the campaign's success - who responded, who didn't and then
analyse the responders and non-responders to improve the
targeting and relevance of the next iteration of campaigns,
continually improving their effectiveness," said Doug
Campbell, Head of Customer Intelligence for SAS Australia
and New Zealand. "As a full service provider, the sheer
number of products and services that Telecom has to offer
their diverse customer base, the need for a more intelligent
and automated approach to campaigning was required. With the
enhanced campaign management capabilities, Telecom will now
be able to increase the number of distinct campaigns with
the same marketing resources - creating marketing campaigns
faster, smarter and more profitably while decreasing the
average size of the campaign audience through improved
targeting." SAS New Zealand was selected as the
technology which will meet Telecoms needs both now and well
into the future.