Mark Chaimbault Head Of Customer Analytics Three Mobile UK · SMS Storage free cricinfo...

© 2017 TM Forum | 1

Building Loyalty with Data:

Moving from Price Led to Brand Led

Mark ChaimbaultHead Of Customer Analytics

Three Mobile UK

© 2017 TM Forum | 2

Three Mobile UK

9.2m Active

customers.4,400 Employees in

the UK340 Retail stores in

the UK

© 2017 TM Forum | 3

Three Mobile UK

5 million Three

customers are

enjoying 4G at no

extra cost

Three customers

use 5.4GB on

average every

month

50% Half of data

traffic on Three is

streaming media

35% Of the UK's

mobile data traffic.

© 2017 TM Forum | 4

Price Driven Market

© 2017 TM Forum | 5

Retention Process

© 2017 TM Forum | 6

Retention Targeting

© 2017 TM Forum | 7

The Deal

© 2017 TM Forum | 8

Making It Relevant

Inputs Outputs

Advanced Analytics

Segmentation

Business Rules

Business Objectives

Relevant Offers

Targeted Journeys

Issue Resolution

Timely Communication

© 2017 TM Forum | 9

Data Driven Decisions

Inputs

Value

Needs

Behaviour

Risk

Attitudinal

Potential

NPS

Relevancy

© 2017 TM Forum | 10

Value Through Usage

Basic

Communication

Creating

Content

Social

Networking

Information

Media

Consumption

Data

Users

© 2017 TM Forum | 11

Value Through Network

© 2017 TM Forum | 12

Value Through Satisfaction

NPS

Network

Value

Support

Billing

Device

© 2017 TM Forum | 13

Price to Brand