Business Situation
- A leading global telecom operator faced significant challenges in optimizing customer acquisition & retention strategies.
- The existing systems were unable to provide real-time insights, so area managers spent excessive time on manual data analysis rather than focusing on customer engagement.
- Additionally, the company’s inability to effectively analyze recharge behavior hindered its ability to enhance customer continuity and loyalty.
SGA Approach
- Implemented static and dynamic thresholds to flag unusual changes in customer continuity patterns
- Monitored deviations from expected trends while accounting for periodic patterns to detect anomalies
- Used Bayesian networks to identify the root causes of anomalies in recharge behavior
- Developed AI models to prioritize issues based on their potential impact on customer retention and acquisition
- Leveraged Gen AI to compile detailed reports with actionable insights and strategic recommendations for retention and acquisition efforts
- Enabled operators to interact with the system through a conversational interface for customized insights and follow-up questions using Gen AI
Key Takeaways
- Created a comprehensive data integration strategy, combining first-party, third-party, and survey data
- Developed a sophisticated ML-based targeting model to predict purchase propensity across various insurance offerings
- Implemented explainable AI frameworks (SHAP and LIME) to provide transparency in decision-making
- 20% reduction in the manager’s time spent on decision-making
- CSat increased by 10%
- Enhanced competitive positioning through optimized engagement strategies
