Comms providers deploy analytics to call time on churn
Three communication service providers have introduced predictive analytics software in a bid to both enhance their marketing campaigns and boost customer retention levels in a highly competitive sector known for its high churn rates.
Predictive analytics (PA) software takes large volumes of both historical and real-time information from different internal and third party sources, puts it through a statistical model and predicts likely outcomes based on a range of causal factors.
As a result, the UK’s Tesco Mobile decided to deploy IBM’s SPSS PA applications in an attempt to understand its customers’ motivations, opinions and preferences more effectively, with the aim of increasing loyalty.
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