Data analysis drives business development at 3
The telecom company 3 has gone from using data analytics in the traditional way to using Big Data analytics for more proactive customer relations. After basing business-critical processes on data analytics, the company has become more efficient and customers are more satisfied.
3 started to work with SAS Institute in 2007. At the time, 3 managed its offers to customers manually. This meant that 3’s customer service and salespeople too often based what was offered to customers on guesswork, which led to an uneven conversion rate.
Today, 3 bases its Next Best Offers (NBOs) to customers, on data about the customer that is analysed with the aid of tools from SAS Institute. This means, offers and information can be packaged according to each individual customer’s needs, and preferred communication channel in a totally automated process.
-“We use SAS data analytics tools every day, to visualize and understand how our customers act. How our customers want to contact us, what support they need and what we as a company can do better in order to meet our customers’ needs. This gives us a good picture of our internal development possibilities,” says Elis Rosén, head of analysis at 3.
Combined solutions create customer benefits
3 takes care of everything from data management to campaign management with the aid of analytics tools from SAS Institute. Together, these create a totally integrated solution that enables the seamless movement of data between the various working tools. This enables 3 to create real time solutions for the customer that hit the target more often.
-“Thanks to our data analytics, we can now act proactively on problems before they arise. Previously, we only became aware of a problem when a customer rang our customer service. Predictive analytics gives us the opportunity to pre-plan proactively, which reduces the load on our customer service and keeps our customers happier,” says Elis Rosén.
Target group analyses that hit the mark
Large target group analyses can quickly become very complicated when there are many parameters to take into consideration. Thanks to 3’s integrated analysis platform, the telecom operator can easily handle the complexity.
-“With the right segmentation and analytics, we can always be on our toes and act proactively. For example, analysis showed that the repair process for mobile telephones took both time and focus away from our customer service. We improved our customer communication on repairs and thus made the process more efficient,” says Elis Rosén.
Today, it is self evident to 3 that data analysis can make an organisation more efficient. The company is on the leading edge and bases more and more decisions and processes on automated analysis. 3 is currently in the middle of a development programme within the organisation, the focus of which is to ensure that all data analytics creates business value.