Using customer intelligence to provide real-time & automated customer service
SAS is proud to be a key part of stc’s digital transformation and future
%99 mobile network coverage
in Middle East
stc Group achieved this using • SAS® Event Stream Processing • SAS® Marketing Automation • SAS Advanced Analytics
stc Advances with SAS Integrated Analytics
stc, one of the top 50 digital companies globally and leading telco in the Kingdom of Saudi Arabia has deepened its engagement with SAS, leaders in analytics, to transform the customer experience.
Analytics has already permeated and positively impacted all areas of the stc business, and the next priority area in automated customer interactions, in alignment with stc’s DARE strategy to spur growth in new business areas and digitizing services.
With its headquarter in Riyadh, stc group is the largest in the Middle East and North Africa based on market capital. It’s revenue for 2019 amounted to 54,376 million SAR (14,500 million US dollars) and the net profit amounted to 10,755 million SAR (2,868 million US dollars). stc group was among the first in MENA region to launch 5G networks and was considered one of the fastest globally in deploying 5G network.
In Saudi Arabia (the group’s main operation site) stc operates the largest modern mobile network in the Middle East as it covers more than 99% of the country’s populated areas in addition to providing 4G mobile broadband to about 90% of the population across the Kingdom of Saudi Arabia.
In addition to the above-mentioned, stc is a strong regional player in IoT, managed services, system integration, cloud computing, information security, big data Analytics fintech, and artificial intelligence.
As an early mover in employing analytical and digital technologies across the business, stc has distilled usable intelligence for other organisations considering and undertaking their own digital journeys. Focusing on the customer experience in a holistic way requires the use and analysis of big data for behavioral analytics, to capture the momentary need of the customer and successfully match it to an offering.
SAS has supported stc to digitally engage its customers in a fast-changing market. As an early mover in employing analytical and digital technologies across the business, stc has also distilled usable intelligence for other organisations considering and undertaking their own digital journeys.
stc is now able to provide its customers realtime services and hyper segmentation provide limitless options to better serve customers. Moreover, small things that leave a lasting impact on the customers like getting free data temporarily in case of slow bandwidth areas is also being processed through stc’s insights platforms. The company’s R&D model has established a joint system of innovation that combines the business and technology teams and implement learnings quickly. This aligned approach allows companies to keep up with pace of the constantly evolving customer behavior and helps in ensuring relevant solutions and timely communications. SAS’s Analytics has permeated and positively impacted all areas of the stc business, by shifting the organization’s priority area
Our customers have responded very well to contextual service offering, which are further enriched by hyper-segmentation to ensure accuracy of relevance. Our focus has been on enabling a superior customer experience, and we are now able to extend impactful and timely solutions in various scenarios. At stc, we believe in choosing partners for the long run, and SAS has proven to be a partner that can not only offer a solution for today, but also visualize and prepare for the challenges of tomorrow. Digital Enablement stc
Challenges: Full Automation & Capitalizing on Existing Strategies
Full automation: Though stc pledged to become an organization fully driven data & analytics for daily day business decisions back in 2009. The company’s integrated analytics solution and customer interactions were digital necessities that still needed to be included in its technology landscape along with its data warehouse & reporting capabilities.
Capitalizing on existing strategies: With stc’s DARE Strategy to encourage the growth of the organization in new business areas and digitizing services, the need to effectively engage with customers-based campaign management solution was pivotal. Stc has since enhanced its contextual marketing by acquiring self-service complex event processing capabilities in addition to expanding its own uses cases and data artifacts to cover big data systems.
stc Group – Facts & Figures
%99
of Middle East's mobile network coverage
1st
in MENA region to launch 5G networks
$14,500 million
Revenue
Collaborating with stc has been a matchless experience for SAS, and to be a part of the digital evolution of this world-renowned Saudi organization has brought immense innovation and application expertise to our team as well. The crystal-clear focus on the customer experience that stc brings to their operations is a corporate ethos to be appreciated, and all thinking around advanced technology is with this goal in mind. SAS is proud to be a key part of stc’s digital transformation and futureAlaa Youssef Managing Director, MEA SAS
Integration of Big Data
Using SAS integrated analytics solution platform, generating newfound knowledge has assisted in the increase in the contextual data-driven marketing conversions. Integration of big data into the marketing automation engine is empowering recommendations for new and add-on products and services. This is made relevant by deep insights into customer requirements and preferences and enables stc to earn and retain customer loyalty even in a fiercely competitive market.
Automated Competitor Advantage
The analytical and digital technologies solutions offered by SAS enable stc to processes more data per day for its analytical requirements than any of its regional competitors. The integrated solution continuously innovates for loyalty programs at the cross-section of customer experience, sales, marketing & technology. Resulting in increased loyalty within a country with very high mobile adoption rates, competition is fierce.
Fostering Future Innovations
By acquiring self-service complex event processing capabilities, a majority of stc’s newly launched products and services are a direct result of trials and responses within SAS implemented eco-system.
Real-Time Engagement
With the help of Event Stream Processing platform, real-time engagement rates have shot-up, improving year-on-year since the implementation, and opt-in rates to digital programs have increased consequently.