Apple Telecom Instrukcja Użytkownika Pobierz pdf (Strona 8)

6 | Study

1.1.2 Isolated data gathering makes consolidation difficult

Data streams come from many different sources, and, to make matters

worse, they are gathered in isolated stages along the whole customer

lifecycle (see Figure 1).

Some typical touch points are:

> Starting with the initial contact, marketing generates segmentation

data (awareness stage).

> When buying a service (joining stage), installation process data and

customer details are generated by other parts of the organization.

> Traffic data is tracked for all installed customers (usage stage).

> Billing data is produced for all active customers (paying & using stage).

> For at-risk customers, additional evaluations are used to prevent the

customer from exiting.

> What's more, customer data is used for revenue management (revenue

analysis, reminders) and aggregated in financial management.

In theory, the customer lifecycle should provide many insights into individ-

ual customer behavior. In practice, operators are just beginning to exploit

this potential. Furthermore, the level of sophistication varies significantly

between operators. We will look at the reasons in the next section.

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Apple Telecom Instrukcja Użytkownika Strona 8