With vast amounts of digital information streaming over their networks every second, Communications Service Providers (CSPs) are in a unique position to dominate the digital economy. Who better to exploit the potential of big data than the organizations that can capture and analyze it as a byproduct of what they already do? Creative combinations of data and analysis can improve customer engagement, streamline operations or open the door to whole new revenue streams. But that won’t happen without effort. To grasp all the potential, CSPs must aggregate, organize and analyze data in real-time, while developing analytics strategies that unlock new opportunities for themselves and their customers.
High-performing organizations are already using real-time insights from big data to improve customer engagement. CSPs can start by understanding customers’ omni-channel behavior to create personalized offerings and experiences across the best channels for each individual. They’ll combine customer demographics, purchasing behavior and clickstreams with attributes such as location to anticipate the "customer journey".
Add real-time analytics to this journey, and CSPs can quickly target interested prospects and turn them into customers. Or win back customers with waning loyalty by offering them tailored promotions exactly when they need them. Big data used well will never feel like spam; it’s anticipating and satisfying customers’ needs as they have them. The result: happier customers, more opportunities converted into sales.