Amdocs helps Smart gets personal and contextual with customers

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Amdocs has announced that Philippine mobile operator Smart Communications has deployed a solution based on Amdocs’ aia platform, enabling personalized and contextualized customer engagement for its prepaid and postpaid subscriber base.

According to Amdocs, the solution offers a rich set of telecom-specific, real-time intelligence capabilities that will enable Smart to create personalized customer journeys that deliver the most relevant products, messages or offers to Smart subscribers, at the most appropriate time and over the most appropriate channel.

“We wanted to introduce a new way to engage with customers, as opposed to the typical mass-market or segmentation-based marketing campaign,” said Ernesto R. Alberto, chief revenue officer at Smart.

The Amdocs solution was deployed to connect to key Smart data sources, including Smart’s enterprise data warehouse and CRM and charging systems, offering a real-time view of the subscriber across all the channels on which they are active. It then leverages real-time data analytics to determine the right time to engage with the customer and what to offer, continuing to optimize the customer journey in real-time.

Amdocs is also delivering dedicated consulting services to help Smart formulate marketing strategies based on deep market insights, for better business results. The deployment went into commercial use on schedule and on budget and will be supported in a managed services model, said Amdocs chief marketing officer Gary Miles.

“Smart will now be able to accumulate, manage and transform their data assets into real value for end customers,” Miles said. “As a consequence, Smart will be able to sell more effectively and execute the right retention strategies, driving revenue growth and improving customer loyalty and net promoter scores overall.”

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