#SAS #Georgia #customer engagement #Tbilisi #Silknet

Transforming Customer Engagement: Silknet and SAS Collaboration

In an increasingly competitive telecommunications market, Silknet, a major player in Georgia, has adopted innovative strategies to stimulate growth amidst limited geographical expansion opportunities. The company has turned to SAS Customer Intelligence 360, implementing advanced data-driven marketing techniques to foster impactful customer relationships and enhance service offerings.

Understanding Customer Behavior

Silknet's journey towards heightened customer engagement began with the implementation of SAS's cutting-edge analytics tools. By harnessing real-time data analysis, Silknet was able to gain deep insights into customer behavior. This foundational knowledge enabled the development of personalized marketing campaigns, which targeted customer preferences and usage patterns effectively.

David Mamulaishvili, the CEO of Silknet, emphasized the significance of this transformation, stating, “SAS has helped us establish deeper and more meaningful connections with our customers. Our efforts to create a data-driven strategy have significantly improved our customer experience and competitive edge.”

With a strong focus on operational efficiency and customer loyalty, Silknet refined its promotional strategies, leading to increased activation rates of data packages and bundles. The collaboration with SAS allowed the organization to draw actionable insights from transactional data, demographic details, and behavioral analytics, ultimately enhancing promotional effectiveness.

Innovative Segmentation and Targeted Offers

One of the standout features of Silknet's new approach is its use of innovative customer segmentation. By analyzing diverse customer data sets — including FIX customers with home internet and landline phone subscriptions — Silknet was able to identify particular customer segments that could benefit from larger data allowances. This intelligence enabled the creation of tailored offers sent directly to customers via targeted SMS communications, significantly boosting engagement.

Moreover, Silknet leveraged Call Detail Record (CDR) data to identify subscribers likely to travel abroad. Through this analysis, the telecom provider crafted personalized roaming offers that aligned with the customers' travel plans, increasing the likelihood of customer satisfaction and retention.

Overcoming Challenges with Personalized Messaging

Silknet’s campaign to encourage customers to upgrade their internet packages showcased the power of SAS Customer Intelligence 360 in overcoming challenges in communication. Each customer had different eligibility for multiple packages, complicating the messaging process. With SAS, Silknet developed over 600 personalized message segments, ensuring that every customer received precisely the right offer at the right time, all within a crucial two-hour delivery window. This meticulous approach not only minimized miscommunication but also maximized the effectiveness of each interaction, as measured by SMS response rates.

Engaging Customers Through Gamification

Adding another layer to its promotional strategy, Silknet has incorporated gamification elements into its marketing campaigns. The launch of the