Big Data Helps German Telecom See Future Customer Needs

Digital transformation enables telecom to provide customer touch points with an improved experience.

Digital-based technologies and approaches have already had a huge impact on the telecom industry and the services delivered to customers, with further, more rapid changes expected. “Customers are increasingly become tech savvy and expect faster, simpler services to be delivered through the digital medium” said the Director of IT from one of the largest telecom organizations in Germany.  On one hand, the use of digital technologies can help improve customer understanding and retention, but on the other, can increase the competitiveness within the market and contribute to rapidly changing customer needs.

The company attributes its position and success to placing customer needs at the heart of its business.  A range of digital-based approaches are used, not just to better understand customers’ current needs, but to help the company better anticipate their future demands. Examples of this include adopting an omni-channel approach to service delivery and investing in big data analytics to drive deep customer understanding.

We have deployed big data technology to get insight into our customers, improve the experience of our customers at different touch points, as well as ensure quick and simple rollouts of products and services.

— Director of IT

Developing deep customer insight and predictive models has required the adoption of new tools such as big data analytics, customer relationship management, online customer experience management, cloud expense management and managed mobility services. It has also required a change in mind-set to help envision the future so the right investments can be made. “We have deployed big data technology to get insight into our customers, improve the experience of our customers at different touch points, as well as ensure quick and simple rollouts of products and services”, he said.

Furthermore, digital-based strategies are increasingly being used to build relationships with end customers as well as provide platforms for marketing and sales activities. Examples of these include online customer care portals, an expanded social media presence and using various digital channels to execute sales and marketing objectives.

Digital transformation is also having an impact on internal processes. Partnerships with vendors of digital process management and customer relationship management systems have enabled the company to quickly create new products and services in the most cost effective manner. “Utilizing digital technology to better serve our customers has transformed the way our organization operates”, he explained.

In the next five years we will develop more partnerships so that we can utilize technologies that help us understand our customers better, resulting in major cost savings, and assist us in management of operations in multiple locations.

— Director of IT 

Increasing digitization brings with it increasing security risks, both for data protection and for uninterrupted service delivery. One example is the rapid growth in mobile payment services, requiring robust security regardless of the device used.  To counter this, the company has undertaken a comprehensive approach to implement security in accordance with global standards and conducts a battery of tests to continually improve.  Given the increased sensitivity, risk and potential damage of a cyber-attack, cyber security remains an investment priority for the company.

Digital transformation will continue to have a significant impact on the telecommunications industry. As new technologies and advancements enter the market, the company will face new complications and obstacles. To counter this, the company will continue to develop new counter mechanisms and solutions to respond to these obstacles and create disruption of their own.  Strategic partners are a vital aspect of digital transformation and future obstacles cannot be overcome without their assistance. “In the next five years we will develop more partnerships so that we can utilize technologies that help us understand our customers better, resulting in major cost savings, and assist us in management of operations in multiple locations”, he concluded. 
 

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About the Research

This case study is based on a September, 2016 interview with a leading German Telecommunication company’s Director of IT, conducted by Coleman Parkes research and sponsored by CA Technologies. For more information about this research, read Keeping Score: Why Digital Transformation Matters.

About CA Technologies

CA Technologies (NASDAQ: CA) creates software that fuels transformation for companies and enables them to seize the opportunities of the application economy. Software is at the heart of every business in every industry. From planning to development to management and security, CA is working with companies worldwide to change the way we live, transact, and communicate—across mobile, private, and public cloud, distributed and mainframe environments. Learn more at www.ca.com.

About Coleman Parkes Research

Coleman Parkes Research specializes in recruiting and interviewing senior-level respondents across multiple global markets, vertical sectors and functional areas for a wide range of clients. From thought leadership research for PR and marketing campaigns, to analyzing win/loss opportunities, testing product messages and conducting in-depth senior executive interviews, we do it all. Coleman Parkes Research works collaboratively with clients to formulate proven strategies that generate market insight based on individual requirements and key hypotheses.

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