Case Study

UK-based Tier-1 telecom company reduces TCO by $1M by unifying siloed data

30%
reduction in Total Cost of Ownership
8 month
Time to Value

The Industry

ABOUT THE INDUSTRY

Today’s telecom customers require personalisation and omnichannel experiences, and telecom companies have what it takes to deliver. The telecom company in this initiative has a wealth of data across multiple legacy systems and across all of its products – from cable/TV to mobile and DSL – that can offer them a complete view of their customers.


The Challenge

DATA SILOS BETWEEN LEGACY SYSTEMS AND HIGH COST OF OWNERSHIP

While the company has no shortage of customer data, the data is stored across its 20 legacy systems with nothing to bridge it all together for one unified view. The company needed a comprehensive way to unify and analyse that data to engage and retain its existing customers and acquire new ones based on similar affinities. This would help the company streamline its Total Cost of Ownership (TOC) by housing all of its data under one roof, while lowering churn rate and driving higher acquisition.


The Solution

UNIFICATION AND ACTIVATION OF DATA STORED ACROSS 20 LEGACY SYSTEMS

Zeotap’s Customer Intelligence Platform helped the telecom company make sense of its data to increase performance with ease. The first step in this initiative was to unify siloed customer data and consent across 20 legacy systems, ensuring that all of its data pointed to one place and consumer consent was reflected in each customer profile. This was done across its entire product offering (cable/TV, mobile, fixed/DSL).

Zeotap then enabled the company to enrich existing customer profiles with additional third-party data to learn more about its customers. This data is sourced from 130+ premium data sources, 60% of which are exclusive to Zeotap. Zeotap’s platform then suggested lookalike target audiences based on existing customer data to reach new ones who were the most relevant to target.

Finally, churn and acquisition propensity models were run on enriched customer profiles to predict the next best action or offer for each customer, enabling  more targeted omnichannel experiences.


THE RESULTS

MORE THAN $1M IN SAVINGS IN TOTAL COST OF OWNERSHIP

By unifying its siloed data across its 20 legacy systems into one single customer view, the telecom company was able to transform customer reach on an omnichannel scale, achieving a 30% reduction in Total Cost of Ownership ($1M+ in savings compared to adopting a point solution).

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