Turkcell has revealed that it has gone live with its implementation of the Progress Apama Complex Event Processing platform, enabling it to offer real-time situation based promotion capabilities to customers.
The solution will enable the operator to respond instantly to its mobile customers’ situations, providing them with customised offers based on more than 150 criteria and usage patterns including location and personal preferences.
Turkcell has revealed that it has gone live with its implementation of the Progress Apama Complex Event Processing platform, enabling it to offer real-time situation based promotion capabilities to customers.
The solution will enable the operator to respond instantly to its mobile customers’ situations, providing them with customised offers based on more than 150 criteria and usage patterns including location and personal preferences.
As a result, Turkcell expects to cut the time required to execute a marketing campaign in minutes, so that by January, it can analyse more than a 1m subscriber preferences per hour to develop relevant marketing campaigns. The platform has already enabled the firm to act swiftly upon potential customer acquisition and retention opportunities, helping it to achieve a ten-fold improvement in response rates. Of course, the flipside of this its ability to swiftly respond to competitors’ campaigns with counter offers and promotions and gain competitive advantage.
As Burak Sevilengul, chief marketing officer, Turkcell explained, the ability to innovate only becomes possible when knowing a customer and being able to truly personalise their service.
“We need to satisfy all our customer’s needs, which means we need insight into their changing expectations and a way to communicate effectively to ensure broad awareness,” he said.
Sanjay Kumar, industry vice president for Communications and Media, Progress Software, added: “Having up-to-the minute information about a customer’s behaviour patterns can transform the way you connect with customers and can strengthen long-term relationships. Not only will Turkcell have a greater understanding of their customers, but in the future they can offer promotions based on their location.”
