A new customer relationship tool is giving Norwegian
telecommunications company Telenor Mobil the information it requires to target
customer needs more effectively.
Telenor has extensive and fast-growing business operations
throughout Europe and Southeast Asia, offering mobile, landline, Internet and
satellite services. However, changes in the marketplace are prompting increased
levels, and quality of customer interaction.
Using information gathered from customer usage and from an
extensive customer survey, an Accenture team in Oslo, Norway, has in
cooperation with Telenor Mobil AS developed a customer segmentation model.
Breaking down the market The model categorizes Telenor Mobil's customer base into
different profiles based upon the relationship between user profile and usage
pattern. This will help the carrier build a comprehensive profile of what
customers want regarding telecom products, mobile content and third-party
related products and services. As a result, it will enable the company—and
eventually its alliance partners—to market products more effectively.
Now, when customers log on to Telenor Mobil's website,
information from the segmentation model offers personalized advice and sales
leads to individual customers while they are online.
"The model dramatically advances customer relationship
management in the telecommunications sector, and provides Telenor Mobil with a
clear differentiating factor," explained John Creed, manager-communications
& high tech, who managed the development of the model for Accenture in
Oslo.
Building a customer database In the past, only call frequency patterns were used to
segment customers—the new model delivers detailed information and builds a
customer data framework to keep track of market changes.
The segmentation model—which went live in May 2001—has
proven extremely successful. Statistics show the model has a +60 percent
probability of targeting customers according to their predicted telecom usage
and social profile.
Telenor Mobil appreciated Accenture's ability to deliver
innovative solutions from strategy through actual implementation and
operations," Creed added.
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