We are now building our big data platform with the newest SAS® Viya tools on top.
means to be relevant for the customer
Telenor is using advanced SAS® Analytics to enhance business decisions
For Telenor the customer is at the centre of everything they do. Being relevant to clients and being able to adapt the products according to customer expectations is more important than ever. Personalization is key. And analytics the natural solution.
“For Telenor, personalization means to be relevant for the customer. It is about meeting the customer with the right message, at the right time, in the preferred channel. To reach this level of personalization everything we do and don’t do need to be based on insight”, says Liv Elise Saue Tøftum, Director of Analytics and Customer Lifecycle Management at Telenor.
In 2010, Telenor sent their first personalized SMSs to customers. Today, they have experienced a 40-50% growth of personalized upsales over the past two consecutive years. 40% of all sales are personalized and 95% of customer interactions are digitised.
In 2017, 50 million personalized next best offers were sent to Telenor’s customers. This is generated by Telenor’s guidance tool Automated Sales Tips (AST) that was built together with SAS.
The right use of data can lead to a new sales winner
However as easy it may seem, being relevant for the customer is difficult. “Personalized actives can both trigger sales, but also trigger churn. A SMS to a customer that does not want to be contacted can in the worst case be the trigger for that customer to discontinue his or hers subscription,” says Liv Elise Saue Tøftum.
Liv Elise Saue Tøftum believes there are three key steps organizations needs to do to stay relevant:
- Collect and analyse the right data
- Actionable insights from the data
- Execute, follow up and iterate
Telenor Yng, Telenor’s new subscription for young adults is a great example on how data has informed a major rebranding in the youth segment. By using internal and external data, advanced analytics from SAS®, combined with a process connecting the business and science side, Telenor Yng has been a great success. After four months Telenor Yng had 80% customer awareness, whilst Djuice, the former youth subscription, had 78% after 17 years in the market. The churn in the youth segment was reduced with 8 percentage points.
Up until now, we have developed advanced analytics and predicative models. We have built a solid reporting structure based on self-service with SAS® Viya across the organization and have systemized and automated our activities based on contextual triggers Liv Elise Saue Tøftum Director of Analytics and Customer Lifecycle Management Telenor
Investing in analytical platforms pays off
Telenor is continuously adapting to the customer’s needs. To do that they work systematically to nurture and harvest their data and are investing in strong analytical platforms.
“Up until now, we have developed advanced analytics and predicative models. We have built a solid reporting structure based on self-service with SAS® Viya across the organization and have systemized and automated our activities based on contextual triggers,” says Liv Elise Saue Tøftum.
“We are now building our big data platform with the newest SAS® Viya tools on top and have great expectations to what we are going to achieve in business value,” says Liv Elise Saue Tøftum.
Going forward, Telenor will continue to work with an efficient and seamless customer journey across all touch points with next best offers implemented across the channels.
Integrating the business side with data science
According to Liv Elise Saue Tøftum, the biggest challenge with the new technology is to integrate the technology into the organization.
“The hardest part is to integrate the technology into the organization. It is when you have understood how you can interpret the data and the business side work with data science that you get real business value,” she comments.
Telenor – Facts & Figures
of all sales are personalized
of customer interactions are digitized
Employees & with headquarter in Norway
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.