IBM Case Studies Idea Cellular Ltd. Campaign management solution segments and retains customers

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	Idea Cellular Ltd. Campaign management solution segments and retains customers IBM

Idea Cellular Ltd. Campaign management solution segments and retains customers

IBM

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Industries	Telecommunications
Applicable Functions	Sales & Marketing
Use Cases	Predictive Maintenance
Services	Data Science Services System Integration
Challenge	In India’s hyper-competitive telecommunications market, it is critical that service providers maximize revenue from their current subscribers. Idea Cellular Ltd. wanted to transform its existing manual methods into a fully automated business process. Idea sought a solution that would improve customer service by creating and executing dynamic marketing campaigns designed to generate cross-sell and up-sell opportunities and retain customers by increasing interest in the company’s products and offerings. Read More
About Customer	Idea Cellular Ltd., commonly referred to as Idea, is one of the largest mobile services operators in India, with more than 160 million subscribers. With a network of more than 97,000 2G and 3G cell sites across India, Idea operates across 22 service areas with 2G and 3G services throughout more than 3,000 towns and 10,000 villages. Part of the Aditya Birla Group Company, Idea was founded in 1995 and has more than 6,400 employees. The company is headquartered in Mumbai, India. Read More
Solution	Handling millions of mobile transactions daily, Idea employed an information management and analytics solution to simultaneously synthesize and analyze continuous streams of data at high speed, from call detail records and text messages to customer location data from GPS-enabled cell phones and Internet sites. By analyzing large volumes of customer activity in real time, the firm can quickly predict which customers might leave for a competitor and present them with relevant offers to retain them. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Predictive Maintenance

Services

Data Science Services

System Integration

Challenge

In India’s hyper-competitive telecommunications market, it is critical that service providers maximize revenue from their current subscribers. Idea Cellular Ltd. wanted to transform its existing manual methods into a fully automated business process. Idea sought a solution that would improve customer service by creating and executing dynamic marketing campaigns designed to generate cross-sell and up-sell opportunities and retain customers by increasing interest in the company’s products and offerings.

About Customer

Idea Cellular Ltd., commonly referred to as Idea, is one of the largest mobile services operators in India, with more than 160 million subscribers. With a network of more than 97,000 2G and 3G cell sites across India, Idea operates across 22 service areas with 2G and 3G services throughout more than 3,000 towns and 10,000 villages. Part of the Aditya Birla Group Company, Idea was founded in 1995 and has more than 6,400 employees. The company is headquartered in Mumbai, India.

Solution

Handling millions of mobile transactions daily, Idea employed an information management and analytics solution to simultaneously synthesize and analyze continuous streams of data at high speed, from call detail records and text messages to customer location data from GPS-enabled cell phones and Internet sites. By analyzing large volumes of customer activity in real time, the firm can quickly predict which customers might leave for a competitor and present them with relevant offers to retain them.

Impact #1	With the new campaign management solution, Idea has increased revenue by nearly 10 percent by using automated campaigns, as compared to the previous manual methods.
Impact #2	The company has also used the solution to help it improve the frequency with which it provides analysts with important customer segmentation information by more than seven times, from four days per month to daily, facilitating the availability of the latest data for campaign design and execution.
Impact #3	Additionally, Idea has reduced manual activities by 80 percent with the new automated process.

Impact #1

With the new campaign management solution, Idea has increased revenue by nearly 10 percent by using automated campaigns, as compared to the previous manual methods.

Impact #2

The company has also used the solution to help it improve the frequency with which it provides analysts with important customer segmentation information by more than seven times, from four days per month to daily, facilitating the availability of the latest data for campaign design and execution.

Impact #3

Additionally, Idea has reduced manual activities by 80 percent with the new automated process.

Benefit #1	Increased revenue by nearly 10 percent
Benefit #2	Improved the frequency of providing analysts with customer segmentation information by more than seven times
Benefit #3	Reduced manual activities by 80 percent

Benefit #1

Increased revenue by nearly 10 percent

Benefit #2

Improved the frequency of providing analysts with customer segmentation information by more than seven times

Benefit #3

Reduced manual activities by 80 percent

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Overview

Idea Cellular Ltd. Campaign management solution segments and retains customers

Operational Impact

Quantitative Benefit