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extending the best fit offer based on
their persona and intent for that context. Telcos have humongous

It is one of the most binding tools for data now available on
marketers towards successfully executing customer digital footprint like

customer value management (CVM) interactions, transactions and
programs. With real-time context- events. For telco marketers,

aware marketing actions, marketers these are more than just data;
can tap any opportunity to upsell, they are potential opportunities

cross-sell, retain and enhance digital to offer customers relevant
experience across a customer lifecycle value propositions to delight

journey. The agile actions on part of them and maximize customer
value.
the marketer can potentially influence

the customer decision, leading to more
positive outcomes when it comes to new customer actions and map marketing

subscriptions, top-ups and so on. actions in advance to win those moments

However, customer interactions are often of truth. Today, it is mostly mapped using
context-driven and present only a small heuristic rules, but tomorrow this will

window of opportunity for marketers to see machine learned mapping that can

utilize them. Once the context changes, potentially do it more accurately and at
customer’s need and intent may also larger scale, even on a one-to-one basis.
change. Hence, marketer needs to The predicted ‘sphere’ of

anticipate different permutations and customer actions and triggers

combinations on probable decisions a The secret lies in apt visualization of
customer might arrive at. In order to customer actions and events and then
do this, they need to identify possible utilizing every possible window of

Classification of triggers

• First outgoing call of the day • Total revenue Vs MOU
• X days with no activity/outgoing • Voice revenue/Data revenue
• Data usage >80% of threshold • ONNET/OFFNET revenue
• X days without recharge Telecom service usage Revenue & usage • Roaming voice & Data revenue
• Bill payment default related drip wires aggregates • Incoming Vs Outgoing MOU, etc
• Calls to customer care number
• Checking for product info on portal,
etc
Fundamental
Trigger
Telecom service Behaviours Digital lifestyle events
subscription events • Browsing websites
• Using mobile wallet
• Voice & data pack • Likes, comments, etc on Social Media
activation/deactivation • Purchase behaviour
• VAS pack subscription • Social network, etc
• Top up with higher amount Network related
• Request for mobile number
portability
• Pre-paid to post -paid migration, • 3G/4G network
etc • Call drops increasing
• Cell site latch on
• Roaming latch on, etc.
Fig - 2-3-1 Source: Flytxt
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INSIGHTZ - VOLUME 03, 2018 35