Usage Based Segmentation

Usage based customer segmentation and developing an understanding of the needs of your customers is at the heart of a successful telecoms business. However, customer segmentation alone is not sufficient and operators must also understand the value of these customers to the business if it is to drive future profitability.

The challenge for telecoms companies is to develop a customer segmentation methodology and customer segmentation scheme that can be implemented at an operational level and which drives new behaviours within the organisation. This is where Coleago can help your organisation. Coleago has developed a telecoms customer segmentation process which is based on analysing CDRs, the “marketing gold” that many operators fail to mine.  Coleago’s approach focuses on customer life-time value and provides great insight and value for the operator.  

• Call data is a unique resource, not even the supermarkets have that level of detailed behavioural information about all their customers.
• Telephone companies generally dislike traditional segmentation approaches that involve choices about which market segments to specialise in; a customer base approach does not require such business choices.
• The customer mapping activity is easier and more accurate with a segment model based on the usage to perform the mapping exercise.
• A customer base centric to the approach focuses on three levers; increasing revenues, reducing churn and taking out unnecessary costs. It is easily carried out on a continual basis and does not require large-scale market research.

In contrast to market segmentation, usage segmentation, is particularly appropriate to telecoms operators that have a market share of over 10-15%.

Main contacts:

Graham Friend
Managing Director
Tel: +41 79 855 1354
graham.friend@coleago.com

Scott McKenzie
Director
Tel: +44 7825 294 576
scott.mckenzie@coleago.com