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IBM > Case Studies > Idea Cellular Ltd. Campaign management solution segments and retains customers

Idea Cellular Ltd. Campaign management solution segments and retains customers

Technology Category

Analytics & Modeling - Predictive Analytics
Analytics & Modeling - Real Time Analytics

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Predictive Maintenance

Services

Data Science Services
System Integration

The Challenge

In India’s hyper-competitive telecommunications market, it is critical that service providers maximize revenue from their current subscribers. Idea Cellular Ltd. wanted to transform its existing manual methods into a fully automated business process. Idea sought a solution that would improve customer service by creating and executing dynamic marketing campaigns designed to generate cross-sell and up-sell opportunities and retain customers by increasing interest in the company’s products and offerings.

About The Customer

Idea Cellular Ltd., commonly referred to as Idea, is one of the largest mobile services operators in India, with more than 160 million subscribers. With a network of more than 97,000 2G and 3G cell sites across India, Idea operates across 22 service areas with 2G and 3G services throughout more than 3,000 towns and 10,000 villages. Part of the Aditya Birla Group Company, Idea was founded in 1995 and has more than 6,400 employees. The company is headquartered in Mumbai, India.

The Solution

Handling millions of mobile transactions daily, Idea employed an information management and analytics solution to simultaneously synthesize and analyze continuous streams of data at high speed, from call detail records and text messages to customer location data from GPS-enabled cell phones and Internet sites. By analyzing large volumes of customer activity in real time, the firm can quickly predict which customers might leave for a competitor and present them with relevant offers to retain them.

Operational Impact

With the new campaign management solution, Idea has increased revenue by nearly 10 percent by using automated campaigns, as compared to the previous manual methods.
The company has also used the solution to help it improve the frequency with which it provides analysts with important customer segmentation information by more than seven times, from four days per month to daily, facilitating the availability of the latest data for campaign design and execution.
Additionally, Idea has reduced manual activities by 80 percent with the new automated process.

Quantitative Benefit

Increased revenue by nearly 10 percent
Improved the frequency of providing analysts with customer segmentation information by more than seven times
Reduced manual activities by 80 percent