Customer Profiling with NBA/NBO Solution for Telco

Industry: Telecommunications

Client: Cellular Telecommunication company operates a 45M customer base

Overview

Leading telecom company in the EU looking to boost marketing efficiency with actual Next-Best Actions per customer to increase sales efficiency and growth LTV and retention rates.

Problem

Traditional approaches to offers are losing efficiency. Customers received irrelevant offers, causing churn and missed sell and upsell opportunities. Privacy regulations and the anonymity trend make it harder to profile customers and learn their needs. The company is leaving the company struggling to engage effectively.

Existing analytics approaches take weeks to build segments and give generic offers.

Solution

Insightarc implemented a comprehensive solution to transform the telecom’s customer engagement:

  1. Digital Channel Integration. Insightarc integrated the company’s primary digital channels, such as social media traffic and e-commerce platforms, into its system. Behavioral models were built to analyze user interactions and extract intent.

  2. Behavioral Data Layer. Customer intents were tied to unique IDs in the company’s database, creating a dynamic layer of actionable data.

  3. Seamless API Integration. This intent data was connected to the company’s Next-Best Actions (NBA) and Next-Best Offers (NBO) storage through a universal API connector.

  4. Omnichannel Access. The solution integrated this data across all customer touchpoints, including retail and digital channels, ensuring AI agents and AI chatbot could access real-time customer context.

  5. Enhanced Advertising Campaigns. Plans are underway to expand the use of this context to generate personalized social media ad campaigns.

Additionally, Insightarc utilized the company’s existing event-based database, eliminating the need for additional infrastructure costs. This allowed the telecom to leverage its current systems efficiently without incurring new operational expenses. Comprehensive Context: Gained a contextual data layer for millions of customers, enabling personalized support and sales interactions.

Results

Comprehensive Context - Gained a contextual data layer for millions of customers, enabling personalized support and sales interactions without compromising privacy.

Insightarc’s NBA/NBO solution transformed customer engagement. The company drives from a time-consuming and expensive data science approach with a huge array of data computing to real-time context per person that addresses customers' expectations. The telecom retained more customers, increased revenue, and improved satisfaction—all while staying privacy-compliant.