TalkTalk uses SAS® to retain more customers and increase revenue
A leading player in the UK broadband market, TalkTalk has evolved its SAS® analytics and reporting platform to support multiple areas ranging from customer insight, for more targeted campaigns to manage churn and improve retention, to diverse activities in operations, customer service and finance.
With 4.8 million UK customers under its TalkTalk, AOL Broadband and TalkTalk Business brands, TalkTalk Telecom Group PLC is a leading provider of fixed-line broadband and voice telephony services. Through a combination of organic growth and acquisition - notably AOL, OneTel and Tiscali - the business has achieved notable success. Since 2003, that success has been supported by a SAS® platform that has been extended over time to cover multiple areas and help TalkTalk maintain its market position in an extremely competitive environment. "SAS has become ingrained in our business," says Nabeel Maqsood, SAS Consultant - Data Strategy, Customer Lifetime Management. In the past, he says, SAS helped TalkTalk move fast "in terms of speed to market, to meet competitor offers quickly. Today, the competitive landscape's changed and SAS supports our focus on customer retention.
"An important measure is ensuring the company's quarterly 'net add' position is favourable, and SAS supports a great deal of that; outbound lists for churn reduction, for example. Every customer we 'save' affects that net figure, so SAS is having a direct impact on the bottom line in terms of customer numbers. We can also create more successful cross- and up-sell campaigns, to sell broadband to voice-only customers, for instance – so we're also increasing margin and increasing revenue from our customer base."
SAS adds value at multiple points: to access, integrate and store data from multiple internal and external sources; to provide management information; in analytics and customer insight for Marketing and campaigns; and other areas including Finance and Collections. In essence, SAS helps TalkTalk view its business and make decisions from a customer rather than a systems perspective. And today, the emphasis is firmly on retention, with SAS helping TalkTalk contend with the fact there are "probably fewer than 50,000 new broadband customers coming into the market each year," Maqsood says. "There are some opportunities to get people who've come out of contract and are shopping around, 'switchers', but it's even more important to hold on to what you've already got. The whole retention / cross-sell / up-sell piece is critical these days, including exploring ways to increase revenue from your existing customer base. These issues are key to our thought processes and decision-making, and SAS plays a big part in all that. All cross-sell, up-sell, re-pricing and modelling work for direct marketing is done in SAS."
More targeted campaigns
Delivering the right customer experience
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Talk Talk (Customer Retention)
Improved customer retention in a saturated residential broadband market; better support for multiple operational, service, sales and marketing areas to further improve business efficiency and effectiveness.
SAS® data access, integration, analytics and reporting, including predictive modelling and forecasting: SAS® Enterprise BI Server (deployment supported by SAS® Professional Services), SAS® Information Delivery Portal, SAS® Enterprise Guide®, SAS® Integration Technologies (SAS® Stored Process Server), SAS® Add-in for Microsoft Office; and multiple training courses from SAS® Education.
Improved customer retention - SAS impacts the bottom line by supporting TalkTalk's quarterly 'net add' customer position; more targeted cross- and up-selling improves margin and increases revenue; handling huge data volumes; speed and efficiency improvements, measurable savings in man-hours.
“SAS helps us to create more successful cross- and up-sell campaigns, to increase margin and increase revenue from our customer base.”
Customer Lifetime Management, TalkTalk