The telecommunications service provider Aircel was facing a multifarious problem. Its sales teams and channel partners found it difficult to engage with customers at the right time with the right offers. Aircel also lacked a single view of customers who utilized its multiple services via numerous touch points. The numerous and complex source systems in the company, like billing, CRM, SDP, made it a grueling task to extract and integrate data. The sheer size of data itself, in addition to the complexities and operational limitations of the source-systems, made it difficult to process it for insights, leading to a clear business case for BI.
Aircel felt that BI could help it put together attributes such as customer experience, service usage, and behavior for a 360-degree view to arrive at customer lifetime value (CLV). The company also wanted BI to bring all the KPIs to a single platform from isolated spread-marts.
Aircel deployed various modules of SAP Business Objects (Xcelsius, Webi, Crystal Report, BI on Mobile, and Recommendation Engine).
BI system at Aircel covers:
Benefits delivered by BI:
- BI has covered major ground in customer profiling. Business now has capability to micro-segment the customer-base and accordingly design retention programs.
- BI has helped Aircel to target the right customers at the right time and to ensure uniform experience across various customer touch points. This includes ability to recommend similar or the same products at these touch points by appropriately gauging the customer requirements.
- Device department is now able to classify the customers based on the device/ handset type. With the BI in place, the KPIs like device-wise revenue, average revenue per user (ARPU), rotational churn, and age on network, are available to the business.
- Having a standard BI platform has helped Aircel to standardize definitions of major KPIs and ensure consistent availability of data with agreed logic. This has saved the effort in revalidating the data and eliminated the need to have offline spread-marts to support local logics.