Uses data and analytics to drive customer engagement and market leadership
Celcom is part of the Axiata Group, one of the largest Asian telecommunication companies with more than 215 million mobile subscribers serving 1.6 billion people across 9 countries.
Celcom has built an enterprise- wide analytics platform that has become the foundation for contextual marketing. By combining insight for real time data on customer service consumption, Celcom is able to deliver highly targeted promotions when customers are most ready to buy.
Using advanced statistical analysis, Celcom combines insights with real-time data on customer service consumption to deliver highly targeted promotions when customers are most ready to buy.
Instrumented: From real-time integration with Intelligent Network, Celcom’s campaign management system can sense when a customer’s account dips below a balance that indicates the need to “reload.”
Interconnected: By integrating operational insights on network cost into its strategic marketing decisions, Celcom can optimize service package pricing to each customer.
Intelligent: Triggered by billing usage changes, Celcom marketers can automatically deliver a targeted promotional offer when the customer is most receptive to it, thus increasing conversion likelihood.