Leading telecom operators understand that economic value is no longer driven by the acquisition of new customers but lies within their existing customer base. Realizing this potential can be a challenge, especially under challenging market conditions.

For one top-notch integrated telecom operator, customer value management (CVM) moved to the top of their agenda almost overnight. The telco had been aware for some time that there would be convergence in fixed mobile. However, the regional consolidation of two major operators, combined with a sudden change in the regulatory situation, created an immediate and unexpected shift in competitor dynamics.

The regional asymmetry in the telco’s infrastructure left it exposed in this new environment. It quickly became clear that it required greater agility in CVM — and it needed this capability urgently.

Orchestra and the Next Best Action engine

Oliver Wyman calls the telco’s tailored technological and organizational solution Orchestra. The solution hosts customer level data marts and machine learning models combined with a Next Best Action (NBA) engine.

The NBA engine leverages advanced analytics to drive targeted upsell and cross-sell through all channels and across its entire customer base. The engine is based on cutting-edge, machine-learning predictive models that include churn and contactability for the entire postpaid base. The analytics are based on machine-learning algorithms and operate at a per-customer level to provide agents with the best possible offers.