dtac has created a new team called “Customer Value Management” (CVM) whose main function is to “know customers better than they know themselves” to allow the company to offer products and services that best match customers’ needs, resulting in the highest customer satisfaction.
Miss Chatsuda Santanont, Senior Vice President, Head of Customer Value Management, Total Access Communication PLC or dtac, said, “The traditional marketing mix, built around the 4Ps – product, price, place, and promotion, is a marketing strategy that uses the four elements to achieve the organization’s marketing objectives.
Today, in the digital era, the rapidly changing customer behavior and the advancement of technology enable the marketing team to analyze the pattern of customer behavior in order to offer our customers the right product at the right moment through the right channel.
CVM is responsible for designing and offering products and services that best match customers’ needs. The CVM team provides behind the scene support to help facilitate customer’s buying decision across both digital and in-store channels, contributing to the organization’s success.
Data Science is a tool used to support precision marketing and help us ‘know customers better than they know themselves.’ Data Science has a potential to create much more than business opportunities.”
The CVM main function is trying to understand customer behavior and needs, allowing dtac to offer the best matched products and services. dtac has over 3 billion sets of data generated each day.
Therefore, it is definitely not easy to process those data sets into useful information for creating campaigns and marketing initiatives.
That is when “Data Analysts” and “Data Scientists” come in and play a key role in helping us better understand customer behavior and needs and provide them with the best matched products and services. Their process comprises the following 4 steps.
The process starts with the “pre-analysis” to understand customer behavior and see the trends of customers’ requirements, resulting in more precise data based on the actual usage, which facilitates the design of marketing campaigns and allows other business units to leverage the structured data for other purposes.
After securing structured data, it will be brought into a predictive model or “prediction.” This contains the process of creating, testing and validating a model to best predict the probability of outcome, before applying in the real project.
For example, to predict whether customers with particular behavior patterns will pay bills on time.
Once the best predictive model is created, the team will design a “personalized campaign.” For example, CVM will notify good credit score customers who have run out of data that they can smoothly continue using dtac’s services and pay later, instead of sending them a refill message.
Finally, the “contextual system operations” monitors and maintains support systems around the clock, which automatically start the campaign, when a customer’s usage pattern meets the predictive model’s benchmark.
For example, the system will instantly send out an SMS to remind and encourage customers to refill their balance. In addition, it is able to track the record, enabling dtac to do more effective campaigns and improve product offers.
Using big data database delivers far more efficient data than traditional surveying methods, and the use of Data Science enables more precise marketing.
“Instead of looking at our customers as a group, we are now trying to understand customer behavior individually so that we can selectively send the right offer to the right target at the right moment, leading to positive business results.
Our data analysis is so precise that the CVM team can say, “We know customers better than they know themselves,” said Chatsuda.
Data Science provides much greater benefits beyond marketing. For example, data from telecom operators like dtac helps the authorities better predict future malaria outbreaks, benefiting the society as a whole.