Prior Situation / Scenario
- Unable to cross-reference fixes with mobile subscribers.
- Manual and data-intensive process to identify prospects for acquisition and cross-selling campaigns.
- Limited understanding of triple-play consumer behavior.
Client Challenges
- Manual and outdated cross-selling processes and tools
- Lack of a Unified 360° Customer View (Fix / Mobile)
- Limited understanding of digital and social network activities and profiling opportunities
Strata Solution/ Key Enablers
- We created a Customer Data Platform for a unified 360° customer view for online and offline data aggregation
- Machine learning for behavioral and value micro-segmentation
- E-commerce and digital channel visitor identification and activity tracking
- Executing omnichannel strategies using social and digital platforms
Outcome
- Increased Fixed-to-Mobile Convergence Close Ratio
- Substantially increased QML (qualified marketing lead) funnel and quality, thereby reducing sales acquisition costs.
- Improved omnichannel acquisition and development performance
Results
Within the first nine months of the Digital Transformation Program, it exceeded customer FMC targets by 32% while cutting the costs of sales and marketing by 18%.
