Zain Jordan Optimize Campaign offering through Automated Omni-Channel Platform
SAS has helped us save time and effort, drive profitability, and improve customer satisfaction Marwan Jaber CVM, VAS, & Prepaid Segment Manager - Consumer Business Zain Jordan
Zain Jordan achieved this using • SAS® Marketing Automation • SAS® Enterprise Miner • SAS® Intelligent Decisioning • SAS® Visual Analytics
Zain Jordan, a part of the Zain Group, was founded in 1995, and since then has grown to become the region’s leading mobile telecom operator. The telco has consistently innovated to bring an array of integrated solutions and services to over 3.8 million customers in Jordan alone. Zain’s customer-friendly policies and cutting-edge technology focus have enabled the provision of efficient services to customers, and also helped launch and support various Corporate Social Responsibility (CSR) and Corporate Entrepreneurship Responsibility (CER) initiatives to improve lives.
THE SITUATION
Given the intense global competition amongst Telecommunications service providers, Zain aims to stand out and be consumers’ top choice when deciding between various operators. Customers were looking for value for money and innovative service provider that would take into consideration their individual as well as business needs. Keeping this in mind, there are various marketing campaigns targeting different types of clients based on their needs. Initially, these campaigns were run manually over various channels and platforms. If a campaign needed to be amended or tweaked to keep up with changing customer preferences this would also have to be done manually. That is where SAS came in and helped change how things were done. By way of implementing a Campaign Management System (CMS), Zain utilized technology to alter the existing processes to ensure benefits for all stakeholders and end-users.
THE CHALLENGE
Zain needed a way to simplify and speed up transaction-related procedures, as well as automatically target and deliver various agile marketing campaigns. With multiple marketing campaigns for different types of users, it was becoming extremely time-consuming to address each of them individually through manual procedures. These campaigns constantly needed to be tweaked alongside changing consumer and market requirements and conditions. Apart from marketing campaigns, Zain Jordan needed to handle daily complex business procedures for a large volume of customers and transactions. It would often take up too much staff time to complete these arduous processes manually.
In a competitive telecom market, the average revenue per user (ARPU) drops are matched by a spike in customer expectations. Our customer targeting now needs to be scientific, and our marketing outreach needs to be relevant. The SAS campaign management platform enables us to launch quickly, expand the number of targeted campaigns, and integrate across channels. Ultimately, SAS has helped us save time and effort, drive profitability, and improve customer satisfaction Marwan Jaber CVM, VAS, & Prepaid Segment Manager - Consumer Business Zain Jordan
BENEFITS
- The CMS has allowed for marketing campaigns to be scheduled, altered automatically, and launched on a predefined schedule. If market fluctuations called for campaigns to be tweaked or customized, it can be done with minimal manual effort, and immediately applied across channels. Once live, data analytics comes into play, scrutinizing campaign effectiveness and customer impact.
- Implementing SAS CMS brought an exponential increase in Zain’s projected revenue, and also increased the number of parallel campaigns to achieve this. The approach led to an increase in customer sign-ups and profitability.
- Zain Customers are offered personalized offers with a relevant product offering according to customers’ preferences, to ensure a better customer experience.
SAS ADVANTAGE
SAS brought Zain the ability to automate marketing campaigns, simplify processes, reduce time-to-market, run multiple campaigns in parallel, and basically ensure responsiveness and changeability in response to changing environments and dynamic customer needs.
THE SOLUTION
The SAS Campaign Management System (CMS) enables Zain to create and schedule campaigns with minimal technical involvement and in a timely manner, enable dynamic changes on existing campaigns in response to changes. The CMS allows Zain to run single-channel campaigns as well as integrated multichannel campaigns to reach customers, perform analytics to evaluate the success of customer communications strategies, and produce insightful reports to assess marketing campaign effectiveness.
