Telenor (telco)
Telenor, the seventh largest mobile operator in the world, entered into an Uplift pilot using identified critical customer response segments.
Forrester Research report, “Optimizing Customer Retention Programs ” by Suresh Vittal, Principal Analyst included an analysis of the Telenor Uplift program:
- Telenor found that by only targeting persuadables, it was able to reduce overall churn by 1.8%.
- A more telling statistic: These improvements were driven by only targeting 60% of the potential churners.
- The benefits of targeting smaller groups is clear cost savings achieved from fewer contacts by telemarketing and lowering of customer fatigue through selective contacts.
- This 1.8% difference represented a 36% improvement upon the results which were previously achieved using traditional analytics.
- The combination of increased retention rates and lower cost means Telenor will realize an 11-fold increase in uplift campaign ROI when compared with existing programs.
