Cyprus Telecommunications Authority

Sophisticated Statistical analysis capabilities used to gain a deeper understanding of customers

Published on 16-Apr-2013

"We now know what our customers want, which customers will buy our products, which customers will churn and why. This allows us design the customer-centric marketing campaigns and focus on the real issues of our customers." - Andreas Onisiforou, data warehouse manager, Cyprus Telecommunications Authority

Customer:
Cyprus Telecommunications Authority

Industry:
Telecommunications

Deployment country:
Cyprus

Solution:
BA - Business Analytics, BA - Predictive Analytics, Big Data & Analytics, Big Data & Analytics: Customers, Business Continuity, Customer Relationship Management, Data Warehouse, Information Management Foundation, Learning and Training, Smarter Planet

IBM Business Partner:
Business Objects

Overview

Cyprus Telecommunications Authority (CYTA) is the dominant telecommunications provider in Cyprus, offering a wide range of voice and data services for businesses and consumers alike. Established by the Cyprus government in 1955 and based in Nicosia, CYTA is a semi-governmental organization with approximately 2,700 employees, offering fixed and mobile telephony, high-speed networks, television and Internet services and devices, and more.

Business need:
To adapt to this monumental shift in the marketplace, Cyprus Telecommunications Authority required a deeper understanding of its customers: who they were, which services they used, which services they needed, how much profit they generated — any information that could help increase customer retention, wallet share, profitability and growth.

Solution:
Cyprus Telecommunications Authority, made a successful transition by shifting from a product-centric to a customer-centric stance by using a powerful statistical analysis and modeling solution.

Benefits:
The IBM solution helped increase response rates of outbound marketing campaigns, increase revenues and reduce marketing costs.

Case Study

Cyprus Telecommunications Authority (CYTA) is the dominant telecommunications provider in Cyprus, offering a wide range of voice and data services for businesses and consumers alike. Established by the Cyprus government in 1955 and based in Nicosia, CYTA is a semi-governmental organization with approximately 2,700 employees, offering fixed and mobile telephony, high-speed networks, television and Internet services and devices, and more.

The Opportunity
When Cyprus decided to join the European Union, its state-owned communications provider was confronted with not just intense competition but also an unprecedented opportunity to grow. To adapt to this monumental shift in the marketplace, Cyprus Telecommunications Authority required a deeper understanding of its customers: who they were, which services they used, which services they needed, how much profit they generated — any information that could help increase customer retention, wallet share, profitability and growth.

What Makes It Smarter
Competition can be a boon to a closed communications marketplace, giving customers more options and moving the industry forward. But what happens to the incumbent provider? Cyprus Telecommunications Authority, made a successful transition by shifting from a product-centric to a customer-centric stance by using a powerful statistical analysis and modeling solution. Applying statistical analysis to customer data, the organization can segment its customers and prospects based on factors such as age, income, geography, service plans, spending habits, usage metrics and more. This enables the organization to predict the long-term revenue potential of each person and develop targeted sales, marketing and service programs that keep customers satisfied while boosting profitability and growth. For example, the organization can predict which mobile phone users are likely to need in the next six months and approach those customers with a personalized campaign to capture more wallet share. It can also identify the most profitable individuals and assign them to high-priority lists in the call center, minimizing their wait times.

Real Business Results
• Increased response rates of outbound marketing campaigns from 1 or 2 percent to 30 percent
• Increased revenues by providing the right product packages to the right segments of the market
• Reduced marketing costs by eliminating unnecessary and ineffective campaigns, focusing on customer segments and individual customers most likely to buy

For more information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/cognos.

To learn more about Cyprus Telecommunications Authority, visit www.cyta.com.cy.

Products and services used

IBM products and services that were used in this case study.

Hardware:
System p

Software:
AIX, DB2 OLAP Server, SPSS Statistics, SPSS Modeler

Service:
GTS Integrated Technology Services

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America April 2013 IBM, the IBM logo, DB2, InfoSphere, SPSS, System p, AIX and TotalStorage are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data discussed herein is presented as derived under specific operating conditions. Actual results may vary. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.