Apple Telecom Manual do Utilizador descarregar pdf (Página 22)

20 | Study

Solution: We performed a value calculation, based on customer lifetime,

ARPU generated and accumulated costs to find out what the true value of

a customer was to the operator. As dealers will acquire prepaid customers

with very different lifetime values, knowing which dealers generate high-

value customers is key. This makes it possible for the channel management

to steer commissions to the optimal channels and generate the highest total

value for the operator (see Figure 5).

2.3 Stage three: Interactive operations

Interactive operations represent the next stage of customer centricity. Here,

operators integrate interactivity into the work between their centralized and

functional teams. They work closely together, and the information flows

both ways. The focus shifts toward predicting future customer behavior

rather than analyzing historical behavior. Therefore, tests and campaigns are

used to evaluate customer behavior and optimize customer understanding.

To illustrate this point, we look into the processes for churn prediction and

retention campaigns:

Specialized churn prediction teams use models based on network analysis of

individual call data provided by the central data warehouse. Each customer

call is analyzed in near real time.

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