Site Map | Contact Us

White Paper

The Use and Value of Call Event Data for the Telecommunications Provider

Introduction
Since de-regulation began in world telecommunications markets, incumbent carriers have consistently underestimated the impact competition would have on their market share. Just a few short years following de-regulation in the UK, BT lost 50% of the outbound toll calls made by businesses from London. In New Zealand, one of the first markets to de-regulate, TCNZ underestimated market share loss by a factor of ten.

Wireless carriers and IP telephony providers threaten to accelerate the erosion of the incumbents' customer base. More than ever, customers have more communications choices, are increasingly technology savvy and less loyal to established carriers.

Telco holds a privileged position in its markets today. It still retains the vast majority of business and private customers in its local markets. Undoubtedly, Telco expects to lose market share as more carriers offering more services compete in its markets. However, Telco has a significant competitive weapon with which it can minimize market share and profit erosion. Data.

Information about its customers, both business and private, and how they use its networks, products and services. Telco collects 300 million switched call records every day. Call records are the primary record of how and when customers interact with Telco. Of course, Telco collects other data about its customers interactions - service orders, network trouble reports, call center inquiries and responses to marketing campaigns. All of these records are key to understanding customer needs. But none of these data types are more important than call records. Call records not only tell the telecommunications company when its service was consumed. They also indicate how the service was consumed. Leading telecoms are beginning to put this information to work.

It is more critical than ever for telecoms carriers to use call records as a basis for understanding customer behavior. Much has been written about the one-to-one marketing imperative. One-to-one marketing is not just another consulting theory to begin planning for. It is upon us today.

Around the world, across many industries, successful companies are using one-to-one marketing to retain their best customers and acquire new ones. And they often acquire new customers from slower moving competitors. Not a single current or potential competitor in Telco's home markets has the opportunity to "know the customer" as well as Telco.

Why? Because Telco collects call event records for virtually every user of fixed live telephony and the majority of wireless and internet customers. These data assets are a historical record that can tell Telco what customers want, how they want to buy services, who is unhappy, and who is profitable (and most likely to be!). Information hidden in call event records is a more valuable competitive asset than even Telco' s network infrastructure and quality service. Any company with the financial wherewithal and technical expertise can build a network targeted at selected Telco customers. But no company should ever know more about those targeted customers than Telco.

Continue
Top of page

More Information
- White Papers
- Press Center
- StorHouse

Copyright © FileTek, Inc. 2002-2007
All rights reserved.

Webmaster@filetek.com
Legal notices and trademark attributions