If you ever logged on to Google Analytics, you’ll know what I mean when I say data can be memorizing, even addictive. While you can stumble over the occasional “data junkie”, most Telco big data folks have figured out that simply collecting every piece of data about your customer is the “easy part”. What you do with all that data is what counts.
Telstra leverages contextual customer data to focus on customer engagement. Building a clear action plan around customer analytics, along with cross-function collaboration, have been vital in making Telstra’s customer engagement efforts a success, according to its director of research, insights and analytics, Liz Moore, Director of Research, Insights and Analytics at Telstra.
Telstra have put together a model to leverage the NPS (Net Promoter Score) or each individual customers. The NPS enables Telstra to turn quickly turn data into action.
“Just like statistical modelling for cross-sell or customer churn, we now have NPS attribution. We can bring that into our ecosystem of targeting, so we know which customers – with about 80 per cent accuracy – are promoters, passives, detractors, and gradients of those,” she said. “We then work with marketers to help adjust messaging in the market to align with those customer sentiments, as well as look at how to use that sort of information to craft experiences for our customers.”
Optus on the other hand is .. increasingly combining data on customer behaviour, location, usage and interactions with traditional and digital information to give its product roadmap and marketing programs a shake-up, according to Paul Rybick, Head of Consumer Insights at Optus.
Optus utilize contextual customer data to build an intimate understand of the individual customer. Over time this information is used to better engage with the customer regardless of the touch point – online, call center, in-store, etc… The relationship progresses over time and becomes more intimate. Rybick points out that “Underlying all of that is customer trust and privacy. That is critical for us in every decision we make and with every new data piece we consider. Making sure we do the right thing by them is vital in this succeeding.”
The warning label on contextual customer data should read: Be Careful and Considerate. Usage must be permission-based and transparent. This is a relationship after all, so make sure you put the customer first.