Poland's leading telco retains more customers using SAS® and Teradata
Telekomunikacja Polska has evolved from a national monopoly to an agile player in a highly competitive free market. With company earnings under pressure due to falling prices and declining customer loyalty, there's a great need to understand customer behavior in order to diminish soaring churn rates. SAS and Teradata provide an analytical platform that has enabled Telekomunikacja Polska to slow down the negative trend - and to achieve significant savings.
For many years, Telekomunikacja Polska was Poland's only telecommunications company. But once the former Eastern Bloc nation joined the European Union - and the national monopoly was acquired by France Telecom Group - the winds of change blew through the company. Since then, the company has competed in a free and open market. Still Poland's largest telephone company by far, Telekomunikacja Polska now has almost 7.5 million fixed lines and approximately 22,500 employees. But competition and changing consumer behavior are putting the company under pressure - especially in the landline segment, which is Telekomunikacja Polska's primary source of income.
"SAS and Teradata allow us to merge two completely different analytical requirements and to provide powerful predictive insight for analysts, as well as employees in operational departments. Even though the analyses are extremely complex, they are flexible and fast for our sales people to use. They can bring up all relevant data on screen while talking to a customer," explains Kosiński. "SAS and Teradata are a perfect alliance."
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Jarosław Kosiński, Corporate Project Manager
Telekomunikacja Polska is under pressure on its primary source of profits - landline phone services. Increased competition, falling prices and customers who prefer to use mobile phones all increase the risk of churn.
SAS Enterprise Miner and Teradata extract information from a plethora of dimensions of customer data to provide powerful predictive insight on churn.
Telekomunikacja Polska receives an early warning when customer behavior changes, enabling fast reaction with new offers. Customer retention is improving and the results are going right to the bottom line.
SAS joined forces with Teradata to create an integrated analytical environment that gives Telekomunikacja Polska competitive edge in the diminishing landline market.
“SAS tools help us react with good offers to our core customers as soon as they show the very first signs of churn. The effects are measurable -- substantial cost savings that we can track right down to the bottom line.”
Corporate Project Manager