SAS & Silknet Co-operation:
On the Road to Leadership in Georgia's Telecoms Market with Customer Loyalty and Marketing Effectiveness
Enhancing customer loyalty
Strengthening customer engagement strategies
Silknet achieved this using • SAS® CUSTOMER INTELLIGENCE 360
Silknet has partnered with SAS, the global leader in analytics, to gain a competitive edge in the Georgian telecommunications market. Silknet's collaborative work with SAS Professional Services consultants and international talent played an important role in the process of integrating SAS CI 360 Direct.
By leveraging this solution, the company has successfully implemented personalized marketing campaigns based on in-depth customer segmentation and dynamic promotional packages. Thanks to this collaboration, Silknet has strengthened its customer engagement strategies, increased operational efficiency, and enhanced customer loyalty. The successes achieved through the use of SAS CI 360 Direct have allowed Silknet to further consolidate its leading position in the market.
Despite the constraints of a limited market, Silknet’s commitment to adopting cutting-edge technologies has enabled it to manage vast amounts of data efficiently, improve promotional effectiveness, and boost the activation rates of its data packages and bundles.
Silknet also gained the ability to effectively manage customer information. This platform enabled Silknet to consolidate and analyse large volumes of customer data in real-time, providing key insights for targeted marketing strategies. Thus, Silknet was able to increase data packages and package activation rates by delivering personalised offers to the right customers at the right time.
SAS CI 360 Direct enabled us to establish deeper and more meaningful connections with our customers. Thanks to this platform, we improve the customer experience with data-driven strategies and strengthen our competitive advantage. As Silknet, thanks to the effective use of SAS solutions, we aim to maintain our leadership in the market and extend this to other subsidiaries within the Group. In this process, we work in close co-operation with the SAS team and are very pleased with the support and guidance they provide with technology-based solutions. Silknet's achievements show that it is a pioneer in innovation and customer orientation in the Georgian telecommunications market. The contributions of SAS Engage Direct in terms of growth, customer satisfaction and operational efficiency of our company continue to increase. David Mamulaishvili CEO Silknet
Innovative Campaigns and Segmentation Based Marketing
Silknet's campaigns with SAS incorporate several innovative strategies to improve the customer experience and increase the company's marketing effectiveness. For example, SAS Engage Direct enables Silknet to precisely define customer segments such as FIX customers (home internet, landline telephone) and upsell higher data allowances by collecting data from various sources such as customer behavior analytics, transaction data, and demographic information. This enables Silknet to tailor offers specific to customer needs and preferences and deliver these offers to the target audience via SMS.
Silknet's promotional system enriches the user experience with gamification elements by offering specially designed packages to customers. This system maximises the effectiveness of promotions by increasing customer interaction. Thanks to this innovative approach, Silknet increased customer loyalty and multiplied the success of its marketing campaigns.
Silknet – Facts & Figures
2 million +
Mobile network subscribers
350.000 +
Fixed broadband subscribers
260.000 +
Paid TV customers
Empowering Targeted Campaigns
Silknet has significantly contributed to numerous campaign initiatives through its collaboration with SAS.
Silknet sought to enhance customer engagement by upgrading user packages based on their internet consumption. However, the project posed several challenges, including determining which packages each customer qualified for, as some were eligible for multiple options simultaneously. Silknet needed to deliver a personalized SMS with all relevant packages in one message, without sending duplicate messages to the same users, and the entire process had to be completed within a 2-hour window.
Using CI360 Direct, Silknet was able to create over 600 personalized message segments to ensure customers received a clear and relevant offer tailored to their usage. The messages were sent efficiently, and an alert system was established to ensure timely delivery and seamless operations. This approach helped Silknet achieve high campaign precision, with the SMS response rate serving as a key metric for measuring success.
As the second use case, by meticulously analyzing Call Detail Record (CDR) data, Silknet accurately pinpointed subscriber locations, enabling us to identify a unique segment of individuals likely planning to leave the country. Leveraging this valuable insight, they strategically developed and delivered personalized roaming packages tailored specifically to this segment through targeted SMS communication. The implementation of this precise and efficient approach was made possible through the advanced capabilities of the SAS Engage Direct platform, ensuring effective engagement and optimal outcomes.
Also, in the “Wheel of Fortune” campaign, they enabled the creation of a sophisticated system where specific conditions were defined to generate a tailored list of potential packages for subscribers. Within this system, subscribers had the opportunity to win a designated package through a lottery mechanism. SAS played a crucial role in defining the precise criteria and rules that governed the selection and allocation of packages, ensuring an accurate and fair process for subscribers.
This collaboration with Silknet is a prime example of how customer-oriented strategies can deliver effective results in the real world. Silknet is part of the larger Silk Road Group, one of the leading private investment groups operating across various sectors of the Georgian economy, including transportation, technology, trading, media & IT, energy, real estate, retail, hospitality & entertainment, telecommunications, and banking in the Caucasus and Central Asian regions. The Group is currently evaluating the potential to expand the use of SAS solutions to its other affiliates. Additionally, Silknet is actively promoting the adoption of SAS among other customers in Georgia and is working closely with the SAS team to achieve this goal.
İlginizi Çekebilecek İçerikler
Bu makalede gösterilen sonuçlar, burada açıklanan belirli durumlara, iş modellerine, veri girdilerine ve hesaplama ortamlarına özeldir. Ticari ve teknik değişkenlere bağlı olarak, her bir SAS müşterisinin deneyimi kendine özgüdür ve hiçbir açıklama tipik olarak düşünülmemelidir. Gerçekleşen tasarruflar, sonuçlar ve performans özellikleri, bireysel müşteri konfigürasyonlarına ve koşullara göre değişiklik gösterecektir. SAS, her müşterinin benzer sonuçlara ulaşacağını garanti etmemekte veya bu konuda bir taahhütte bulunmamaktadır. SAS ürün ve hizmetlerine yönelik tek garanti, söz konusu ürün ve hizmetlere dair yazılı anlaşmada belirtilen açık garanti beyanlarında ifade edilen garantilerdir. Bu belgedeki hiçbir ifade, ek bir garanti teşkil ettiği yönünde yorumlanmayacaktır. Müşteriler, üzerinde anlaşılmış bir sözleşmeden doğan bir alış verişin bir parçası olarak ya da SAS yazılımının başarılı bir şekilde uygulanmasının ardından sunulan proje başarı özetinde, başarılarını SAS ile paylaşmışlardır. Marka ve ürün adları, söz konusu şirketlerin ticari markalarıdır.