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While more sophisticated systems are capturing more and more information about our
customers, the challenge remains in understanding how to sift through the myriad of
complex data, align it youre your business objectives and ensure this insight remains
focused on the bottom line. Ahead of the Customer Insight and Analytics in Telecoms
Summit, Telecoms IQ surveyed senior customer analytics and insight professionals
from leading telecoms operators to find out more about their barriers to making
customer insight actionable, market views on the most effective methods for gathering
customer insights and key areas of focus for the next 12 months.

ABOUT THE RESPONDENTS

Primary Job Function

Customer
Insight

Customer
Analytics

14%

Customer
Experience

28%

Marketing

Customer Retention/
Customer Loyalty

29%

22%

22%

MARKET INSIGHTS
What are the main drivers behind your current customer insight and analytics initiatives?

50%

Reducing costs and driving efficiency

86%

Leveraging opportunities to increase ARPU

36%

Personalising your customer propositions

93%

Identifying and preventing customer churn

57%

Improving relationships with customers

Drive overall profitability by ensuring analytics is
targeted directly to the bottom line

64%
35%

Delivering value added services to the customer

43%

Increasing competitivenes

What do you find is the greatest barrier to making your customer insight actionable?

36%

7%

8%

28%

Latency of customer
insight gathering
processes

Effectively segmenting
your customer insight
data to target your
communications and
offers

The cost of investment

in analytic processes

Complexities in
analysing customers
across multiple
channels

24%
Obtaining investment
and buy-in for a
customer insights
programme

What do you find is the greatest barrier to obtaining a 360 degree view of your customers?

43%
Integrating
insight data
from multiple
sources

22%

21%

Engaging
with your
customers at
multiple tough
points

14%

Maintaining
internal
relationships
and knowledge
sharing

Mining and
prioritising Big
Data to source
customer
insight

Which of the following do you think will be the most effective method of gathering customer insights?

Online customer surveys

Contact centre feedback

Net Promoter Score

Social media analytics

21%
14%
13%
9%
43%

Using behavioural analytic

FUTURE FOCUS
With regards to customer segmentation and insight, what will be the key area of focus in your organisation over the next
12 months?

21%

Obtaining customer satisfaction insight to exceed

customer expectations

7%

Integrating customer insight data from differing

technical environments

7%

Analysing customer insight data in real time

35%

Mining Big Data to source actionable insights

16%

Determining the real value of customers

14%

Creating trigger-based marketing campaigns

DO YOU KNOW HOW TO SUCCESSFULLY CAPTURE AND ANALYSE YOUR

CUSTOMER DATA?

Taking place in London from 2nd 4th December 2014, Customer

Insight and Analytics in Telecoms offers a uniquely open forum for
debate on the what is arguably the hottest topic in telecoms right now.

Source: Customer Insight & Analytics in Telecoms Market Survey conducted by Telecoms IQ Sept 2014

Go to: www.customerinsightintelecoms.com
Email: telecoms@iqpc.co.uk
Phone: + 44 (0) 20 7368 9737