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CRM Consulting
Promoting services and developing new solutions is crucial for higher telco’s competitiveness. Marketing specialists analyze available information on clients, market situation, products promotion by the company and its rivals, etc. Results depend much, however, on individuality of specialists, their evaluation accuracy and ability to “guess” the right solution.
According to the modern industrial approach, marketing solutions should be competi-tive and independent of subjectivity. CBOSS provides CRM Consulting enabling an objective approach by using formal mathematic tools. The services are based on analytical CRM and up-to-date intelligent data processing tools. CBOSS recommendations help our clients to attract customers, promote sales, lower subscriber churn, etc. This service implies assistance in implementation and marketing to fully leverage telco’s potential. The CRM consulting results may be immediately employed in marketing arrangements. For example, the client gets the profile of high value pre-churners - a decision rule for the multitude of customers’ formal characteristics (age, balance dynamics, etc.). Our customer retention guidelines facilitate operators’ churn reduction pro-grams.Description
CBOSS Corporation specialists provide the whole range of CRM consulting services including:
- Detailed and comprehensive analysis of current operator activity;
- Customized guidelines;
- Situation-based economic effect forecasts;
- Recommendations on information system tuning.
We are utilizing business intelligence systems, employing a wide range of Data Mining methods including:
- Neural networks;
- Decision trees;
- Genetic algorithms;
- Cluster analysis;
- Regression/correlation analysis;
- Factor analysis;
- Probabilistic analysis, etc.
These methods are designed to automatically identify subscriber “knowledge” (strong regularities) enabling strong mutually beneficial relations between the telco and its client and differing our guidelines from competitors.
Practical tasks comprise informational and analytical researches and recommenda-tions for specific business tasks.Informational and Analytical Researches
Research focuses on complex analysis of the current market situation, i.e. market capacity evaluation; consumers segmentation; consumer demand and preference analysis; rival actions impact analysis, etc. Analysis also helps to evaluate the efficiency of recommended marketing actions.
Analytical research helps to improve telco’s market position, namely, creating/enforcing the company’s attractive image, enhancing subscriber loyalty and boosting revenue. The list of typical research tasks is given below:Segmentation
The research focuses on social and demographic characteristics (gender, age, education, etc.), customer behavior, etc. In the course of research we form a list of market segmentation criteria and single out some unique customer groups.
Potential and demand evaluation
Service consumption, demand tendency, segment value, possible demand fluctuations (for example, seasonal), competitiveness intensity, etc. are used to evaluate the market prospects and create market development scenarios.
Consumer satisfaction and preference analysis
We help to understand differences in consumer preferences, work out cross-selling recommendations, form consumer basket, and estimate service popularity.
Competitor impact analysis
Our research analyzes how rival marketing efforts affect subscriber behavior. Analysis of service use dynamics and competitor marketing campaigns allows describing prospects and menaces to telco’s operation.
Subscriber Base Value Boosting
Upon telco’s request, we provide practical recommendations on a wide range of business tasks.
Churn reduction
We handle this high priority task using a state-of-the-art technology based on mathematic prediction of individual subscriber behavior. Personified results provide an individual approach to customer care.
Existing tariffs optimization and new rating schemes
Our specialists develop recommendations on optimal price policy for every market segment. They model the new/modified tariffs impact on the subscriber base, i.e.:
- Change in subscriber number including tariff migration
- Change in the amount of consumed services and revenue.
CBOSS specialists determine what tariffs are stably profitable and attractive to cus-tomers.
Services promotion
We develop consumer basket-based recommendations to enhance the service consumption by the target group. We also create a service promotion plan to achieve telco’s advertising and marketing goals.
Sales promotion (discounts)
We calculate optimal discounts to enhance service use.
Bonus system
Our guidelines define bonus granting criteria to encourage certain subscriber behavior. Bonus system is a powerful tool of motivation and subscriber retention.
Results
Our services are based on modern techniques and analytical tools, allowing to cut costs on timely project implementation and boost QoS.
Our recommendations enable a telco to personify services for definite behavior- and value-based subscriber groups.
CRM consulting services provide the following results:- Revenue growth due to customer acquisition and service launchings
- Increased customer satisfaction
- Reduced loss due to suspension and churn
- Higher subscriber age
- Lower service promotion expenses.
