CDP use cases guide: Telecom sector
The global telecom market is expected to grow up to nearly $3.5 trillion by 2022, growing at a CAGR of around 6%.[1] Since the telecom industry is a crowded space, it becomes essential for telecom marketers to create a differentiation in the eyes of their consumers. Creating customer delight by delivering personalized customer experiences via both online and offline channels is one way of achieving this goal.
To offer personalization, it is imperative that a business understands the needs and wants of each of its customers. By analysing the rich amounts of data gathered, telecom marketers can reveal customer buying propensities and digital journeys. Customer Data Platforms (CDPs) are robust data management tools that can help telecom marketers achieve this.
CDPs collect data from various disparate online and offline sources and curate them specific to companies’ requirement of a customer 360 view. This data is then available to a plethora of other systems for consumption. In a day and age where organizations are awash with data such as demographic, behavioral and transactional, CDPs help stitch the data together to make a coherent and unified customer profile that marketers can then effectively capitalize on. Marketers can use this data to craft personalized marketing campaigns which can be targeted on a customer’s preferred channel and device resulting in increased digital engagements and conversions.
Below are stated six CDP use cases that telecom marketers can implement for their respective telecom companies
1. Product Intent
Consider a scenario where an anonymous visitor lands on a telecom provider’s website, scrolls across various prepaid and postpaid plans and then drops off without any purchase action. The user’s website activity is recorded in the CDP which the telecom marketer can then use to target the user with personalized browser push notification nudging the user to revisit the site.
2. Complete Application Reminder
Often a user while filling up details during a sign up for a telecom plan will show indications of leaving website while the form is only half-filled. In such cases, a real-time personalized notification can be enabled that encourages the user to complete the notification. Based on the CDPs user segments, the telecom marketer can direct real-time personalized notification to each user who leaves the site with an incomplete application form.
3. Partner Combo Offers
A user who has visited a telecom provider’s website to checkout various plans is now browsing for mobile handsets on a partner’s mobile phone website. The user can then be shown personalized browser push notification with a combo offer to purchase the phone along with the telecom plan. The user is tracked across various websites using his cookie ID. The CDP tracks the user’s activity across all websites including the partner website. This allows the marketer to push personalized combo offer notifications to this user.
4. Ad Targeting
CDPs can be used to show customized Google and Facebook ads to both potential and existing customers based on their online activities. Users can be shown advertisements of attractive telecom plans based on their current plans and their usage. The ads can be backlinked to the appropriate pages on the telecom provider’s website.
5. Customer Upsell and Cross Sell
CDPs can be used to understand whether a particular user is in need of a plan upgrade or in need of complimentary services based on their usage patterns and website search patterns. This information can then be used to cross sell and upsell to said users. For example, a user who is booking flight tickets for an international trip via a partner website can be shown app or browser push notifications about attractive international voice and data roaming packages. CDP’s 360 view of a customer enables the telecom marketer to show the user tailored and personalized offers based on their interests and buying propensity. Additionally, CDPs can also be helpful in improving retention by creating loyalty programs for long term customers.
6. Plan Contract Expiry
When a customer’s plan is about to get expired, they can be sent personalized emails or app/website push notifications encouraging them to renew their telecom plans. CDP enables the telecom marketers to showcase the right offers at the right time to the right customer via their preferred channels.
[1] https://www.thebusinessresearchcompany.com/report/telecoms-market#:~:text=Telecoms%20Market%20Size,a%20CAGR%20of%20around%206%25%20.&text=One%20of%20the%20key%20drivers,steady%20growth%20during%202018%2D2022.
