Precisely targeted activity to encourage users to either consume more of a service or adopt new services is probably the most critical role of any Data-Driven CVM Programme.
Currently, 4G/LTE adoption and usage is one of the most important KPIs and is every CVM team’s priority, along with maintaining Voice and SMS revenues and avoiding the risk of cross-service cannibalisation.
Depending on the level of market and Opco maturity, the scale of this challenge varies significantly. The ultimate goal is for customer behaviour and/or changes to location or device to automatically drive a triggered offer in real-time. The offer needs to have a contextual and personalised message, with a highly relevant incentive, and the reward delivered in real-time.
There are many trade-offs that have to be made on this journey towards precision and automation in the telecommunications environment. The speed and length of that journey is generally governed by market maturity, scalability to mine the vast quantities of data, and availability and configurability of the environment to achieve this level of automation.
Typically our customers see the following benefits by focussing on automating up-sell and cross-sell initiatives:
Supporting you on every step of your CVM journey
BLS is working with customers to drive the adoption and usage of 4G/LTE services whilst maintaining service revenues on traditional Voice and SMS services. For some CSPs we have extended this across the full commercial service portfolio including prepaid, post-paid and hybrid mobile, fixed line, broadband, TV and mobile financial services business lines, in order to understand the customer as an ‘Individual’. Advanced provisioning orchestration allows the InTelestageTM solutions to be able to offer a combination of different values from different services with different expiries as a reward type – provisioning over multiple APIs as part of a local workflow, thereby creating unique and personalised bundles.
For others we are pushing the boundaries with our latest real-time trigger generation and workflow decisioning capability. Wherever you are on this road to maturity – BLS has a solution to help you.
We have a range of solutions to help our customers automate up-sell and cross-sell campaigns that drive incremental value from increased consumption of existing or adoption of new services: