Facing increased competition, a Nordic telecom giant turned to Accenture for help after customer churn peaked and telemarketing campaigns delivered weak results.
The telecommunications company is one of the largest in its market with nearly two million households connected to multiple services. The mix of products and services includes digital television (including high definition), broadband and telephony. After years of steady growth, the client’s business began to stagnate. Customer satisfaction was low, churn rates were up, and telemarketing campaigns had lost effectiveness.
The company had been collecting customer data but had little success in using it strategically. Segmentation projects and attempts to establish sophisticated analytics capabilities had failed.
The company needed deeper insights into customer priorities and behaviors to reduce attrition and improve competitiveness as new companies entered the market. Specifically, the client wanted to identify customers with high risk of defection and implement ways to retain them. Proven results helping companies reduce churn was a key factor in the client’s choice of Accenture.