European mobile telecom operators struggle with low customer satisfaction and loyalty in highly competitive markets resulting in high churn, lower Average Revenue Per User (ARPU) and high marketing spend to win new customers. Many operators use advanced churn prediction models; however, they have limited ways of effectively leveraging this knowledge at large scale when communicating with their customers. Now they are demanding tools to effectively engage on a personal level with the millions of customers that are predicted to churn, and thereby increase customer satisfaction and loyalty.
Wiraya’s managed cloud service cost-efficiently orchestrates and delivers personalized communication enabling dialogues with a large number of customers by blending voice and text in an innovative way to mimic human communication. Previously the communication is optimized manually based on our team’s experience. Now, thanks to the business innovation project Wiraya Activation Intelligence (“WAI”) we have taken our next generation product to the market, a product that is data-driven using AI technology, or specifically Machine Learning. Based on previous and real-time interactions, WAI learns and adapts what, when and how to communicate with each individual by matching profiles with specific communication micro journeys. The algorithms become better over time, resulting in ongoing automatic optimization. The platform is utilized in specific use cases such as; helping customers to change price plans, renew service or cross-sell, which in turn improves customer satisfaction and loyalty. This is in line with our overall goal to optimize customer lifetime value at a scale that is not possible through manual means.
When telecom operators start to communicate with their end- customers on their own terms, with a message containing relevant, individually tailored offers, the end-customer saves time and energy, and stress levels can be reduced which contributes to a higher quality of life. As a provider to mobile operators, Wiraya and WAI is a part of the move towards this human-centred economy and the improvement of the overall end-customer experience.
The specific objectives of the business innovation project are;
1. Validation of innovative technology - Taking the existing prototype to a fully scalable operational product, including automated provisioning of new clients, and validated performance & security. Optimized model selection, and chaining of models to enable fully automated communication program creation.
2. Customer trials of new cloud service - Infuse models with lots of real-life training data from trial clients and combine with content fragments to optimize the conversion numbers.
3. Verifying business strategy - The business plan and strategy that Wiraya has developed will be further refined and validated. It will contain the activities and expected costs needed to ensure that our new service reaches the market.
Through investment in WAI and benefiting from our cutting-edge AI technology and expertise, the EU is capitalizing on the digital opportunities in the age of the 4th industrial revolution. As a consequence, the EU’s status as a high-technology region will improve, which, in turn, will attract leading scientists and enterprises. The transferability of AI technology and expertise is securing the EU's innovation climate and global AI competitiveness, not only within the telecom industry but also within other industry verticals. Already today, we see the business potential for the development and marketing of a similar AI-based communication product as WAI within Banking & Finance, Insurance, Entertainment, and Utilities.
