Reversed Top-Line Decline by Re-Aligning Offers to What Customers Actually Value – Telecom Operator

Background

Operator suffered a sustained top-line decline
Root cause: a sharp contraction of the high revenue customer base —97% of revenue but only 59% of users
Declines were concentrated geographically and in some SKUs
Uncompetitive offers (not in price but in value)

Approach

Deep customer base analysis - turning rich but disorganized data into clear, actionable decisions.
Churn and down-migration analysis
Full mapping of voice, SMS and data revenue streams performance and elasticity
Conjoint analysis to identify attributes which drive preference

Results

Opening the network dramatically improves performance: share of preference increases from 16% → 54%
Value perception responded strongly to simplicity
Packs be made more attractive even at higher prices