Delivering The Intelligent Enterprise

Delivering the Intelligent Enterprise

Case Studies

Creating an Intelligent Enterprise to drive growth in European converged media

The analytical and data capabilities developed for a major European media operator were critical in helping deliver all its core growth initiatives over many years including: targeted acquisition, cross-sell & churn management; launching Broadband, OTT services and Mobile as well as digital channel migration. Leading the exploitation of analytical capability powered a significant growth in the customer base. Insight, analytics and segmentation to reduce churn and retention costs and analytics and modelling to expand headroom, improve conversion and cps reduction were critical to the successful realisation of ambitious business objectives.

Transforming customer management in Mobile

Developed a targeted, portfolio management approach, creating innovative customer strategies, groundbreaking processes and world-class new capabilities to deliver large scale, integrated cross-selling and retention programmes worth over £50m pa in incremental revenues. Previously no targeted cross sales or retention activity was carried out. Within three years the new capability built enabled over 100m ‘best next offer’ presentations integrated across inbound service calls, award-winning interactive SMS, bill communications, outbound calls, email, web and direct mail. Independent benchmarking rated this customer development capability ‘best in Europe’.

Delivering historically low churn rates using data and analytics in UK Pay TV

New data-based and analytical strategies conceived to reduce churn, creating clarity on true churn drivers and remedies by integrating several methodologies and delivering significantly enhanced diagnostics. Delivered an improved ability to predict, forecast and optimize business resource allocation to manage retention, enabling the adoption of analytics in core planning processes. The Churn Decision capability deployed the right thing, to the right customer, through the right channel at the right time to optimize customer interactions, reduce churn pressure and lower overall offer costs. The design of a more integrated operating model and shared metrics drove the transformation to a more differentiated approach to managing retention with historically low churn results.

Improved cross-selling using a single customer view in a multi-brand UK utility

Built the single customer view and analytical capability after de-merger following privatisation and the successful launch of a loyalty credit card. Conceived, designed and implemented the Group Customer Management function. Following acquisition of a major services organisation, consolidated the two large customer databases into a new single customer view capability. Increased marketing effectiveness by 14x, reducing cost per response by 93% with historic conversion rates. The capability development was awarded the Chief Executive prize for Business Excellence.

Transforming analytical productivity & efficiency

Using analytics & BI, created significant productivity and efficiency improvements for a media corporate, including the establishment of a unique insight self-serve and distribution ecosystem used by over 13,000 staff. This comprised of a range of self-service tools allowing users access to latest data and insight at their fingertips, seamless integration of methodologies (such as analytics, research, econometrics, data science), business narratives available for all key strategic questions and updated constantly and an insight process that turned ad hoc requests into production.