The telecom industry is currently undergoing major changes. In order to meet customer expectations, find new sources of revenue and maintain their competitiveness, telecom companies need to be more customized in both offers and communications. A prerequisite to succeed is for companies to be able to keep up with fast-paced changes in customer behavior and understand what customers are looking for.
That in turn requires the ability to analyze large amounts of data, partly from an existing customer database, but also from online data, which consists of customers’ online behavior, as well as from offline data such as contact information and population records. The combination of these sources of information is key to being able to meet customers on their terms.
When data sets both increase in complexity and are said to be the solution, the challenge may seem difficult to handle. But with the right tools and correct information, this situation opens up for new possibilities. Through access to data, sharp analyzes and relevant insights, there is great potential in a data-driven and changing market to raise competitiveness, produce targeted offers and streamline sales and marketing activities. Smart data makes this possible.