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4 Ways to Leverage Big Data Analytics to Improve Customer Experience in Telecoms

5 min read
Published on: 21 Mar 2023
Updated on: 5 January, 2024
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Using big data analytics for telecom customer experiences isn’t new. In today’s digital age, customers have come to expect a seamless and personalised experience when interacting with their telecom service provider (SP). By leveraging the power of data and analytics, SPs can gain a deeper understanding of their customer’s needs and behaviours. And ultimately provide a more tailored and satisfying experience.

In the highly competitive telecoms industry, understanding customer needs and behaviours is crucial to retaining customers and driving business growth. SPs that fail to prioritise customer experience (CX) risk losing customers to competitors who offer a more personalised experience. This is where big data analytics can make a significant difference in SP’s delivery of CX.


Collecting and Analysing Customer Data

This step is a crucial aspect of any successful business. It helps companies understand their customers better and make informed decisions that drive growth and increase revenue. By gathering various types of data such as demographic information, usage patterns, and customer feedback, businesses can gain valuable insights into their customers’ needs and preferences. According to a study conducted by McKinsey, companies that extensively use customer analytics are more likely to report outperforming their competitors on key performance metrics.


Source: McKinsey & Company


On one hand, demographic data can reveal the age, gender, income, and location of the target audience. While usage patterns can provide insight into how customers interact with the product or service. Customer feedback, on the other hand, can give businesses a better understanding of how they are perceived and identify areas for improvement.

By analysing this data, SPs can tailor their offerings to meet the specific needs and preferences of their customers. Creating a more personalised and enjoyable experience that leads to increased customer loyalty and retention. Ultimately, collecting and analysing customer data is essential for SPs to stay competitive and successful in today’s dynamic industry.


Personalisation Using Big Data Analytics in Telecom

Personalisation has become a critical aspect of the customer experience in the telecoms industry. Many companies have successfully implemented personalisation strategies using data and analytics. For example, Vodafone offers customised or unlimited data plans that cater to individual usage patterns. And alongside this, have their VeryMe Rewards programme that offers exclusive deals and discounts to their customers.


Source: Vodafone


To implement personalisation effectively, companies must first collect relevant data and segment their customers. Further tailoring their offerings to each segment’s specific needs and preferences. This can be achieved through targeted marketing campaigns, personalised product recommendations, and customised pricing plans. In the long run, the key to successful personalisation is understanding the customer and using data and analytics to deliver a personalised experience that adds value to their lives. The higher the value added, the greater the chance that it will create a lasting edge.


Improving Customer Service Using Big Data Analytics in Telecom

Data and analytics can be incredibly useful in improving customer service in the telecoms industry.

By analysing customer data, telecom companies can gain valuable insights into their customers’ needs, preferences, and dislikes, allowing them to tailor their services accordingly. For example, Virgin Media uses analytics to identify customers who are likely to churn and proactively offers them discounts or upgrades to retain their loyalty.

To improve customer service, SPs can use data to personalise interactions, anticipate customer needs, and optimise service delivery. Additionally, businesses can leverage analytics to identify common customer issues and address them proactively. According to a report by Microsoft, 96% of global consumers say customer service is an important factor in their choice of loyalty to a brand. Further supporting this is that 56% of consumers have stopped doing business with a brand because of a poor customer service experience. In focusing on improving customer service experiences, SPs can build stronger relationships with their customers and improve customer loyalty and satisfaction.


Source: Microsoft


Identifying Trends

In the big data era, SPs can harness the power of data and analytics to identify trends and patterns in customer behaviour. By analysing large datasets, companies can identify key trends and patterns that may be invisible to the naked eye. Such as seasonal variations in usage, changes in customer preferences, or emerging market trends. This information can then be used to improve products and services and enhance the customer experience. Which allows SPs to make more informed business decisions.


Source: FinancesOnline


An example of this is, an SP may use data to identify which products or services are most popular among certain demographics or regions and adjust their marketing strategy accordingly. Similarly, by monitoring customer feedback and usage data, companies can make informed decisions about which features or services to invest in and which ones to retire from. Ultimately, SPs can stay ahead of the competition and deliver their customers more relevant, effective, and valuable products and services.



In conclusion, the use of big data analytics for telecom CX is a crucial step for telcos. By collecting and analysing customer data, SPs can gain insights into their customers’ needs and preferences. Personalisation, improving customer service, and identifying trends. These are just a few ways that data and analytics can be used to improve the customer experience.

If you’re struggling with successfully leveraging big data to create tailored customer experiences, Mobilise’s HERO can help. To find out more about how HERO can help your business by contacting us or scheduling a demo here!

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