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F100 Media Broadcaster – Hyper Personalized Customer Experience Score (CES)

F100 Media Broadcaster – Hyper Personalized Customer Experience Score (CES)

Business problem

Annual customer-initiated churn rate greater than 10% with discount-driven customer retention initiatives leading to a $1B+ financial overhead annually. The client wanted to hyper-personalize metrics for every customer to avoid being pressed into rolling out deep offers and for upstream decisioning through churn detection 2-4 months in the future.

Fractal solution

Principles:

Working closely with multiple client teams, Fractal developed a solution to:

  • Define value-based relationships and move away from offer-based retention

  • Provide an in-depth understanding of drivers to design customer-centric strategies

  • Design an easy way to implement the relationship score metric (0 - 100) to provide a holistic view of customer’s relationship

  • Fractal harmonized the customer view (Customer 360) from 25+ raw data sources and created an ensemble AI framework with end-to-end automation on the cloud

Development:

  • AI: Ensembled AI framework with superior performance and ability to leverage:

  • Static information like demographics, pricing, billing

  • Dynamic journeys, such as a sequence of past transactions/interactions

  • Engineering: Harmonized customer view (Customer 360) at weekly level, from 25+ raw data sources

  • Design: ‘Simple to measure’ metric, model explainability, and business actions

Testing & Operationalization:

  • Results validated on OOS & OOT samples and against existing baseline models

  • End-to-end automation on the cloud and incremental execution on a weekly basis

  • Integration with the marketing platform (through the on-premise database) to ensure regular automated feeds of customer responses, lists, and drivers


Insights

  • 40% of drivers discovered by the model were completely new/ unrelated to offers and provided incremental intelligence about:

  • DTV and broadband product holdingsBillings/Pricing, marketing outreach

  • Engineered 800+ granular features to identify early signals of poor experience and churn-risk behavior across 150+ customer segments

  • Established the hypothesis that experience is defined not only by the current state but by the overall journey the customer has been through with the organization

Business outcomes & impact delivered​

  • 40% of drivers discovered were new/unrelated to offers and provided incremental intelligence about - DTV and broadband product holdings and Billings/Pricing, marketing outreach

  • Engineered 800+ granular features to identify early signals of churn-risk behavior across 150+ customer segments. Established the hypothesis that experience is defined not only by the current state but by the overall journey

  • Call reduction: 7-10% reduction in the total annual volume of cancellation calls. Churn reduction: 5-6% reduction in the total annual volume of churn

  • Revenue-loss prevention: Arresting average drop in subscription revenue per customer/quarter, leading to $40M+ in value savings in the first year

  • Cost reduction: $20M+ savings due to the reduction in cancellation calls and churn prevention activities

Google Cloud services​

  1. Big Query

  2. Compute Engine

  3. Cloud Storage

  4. AI Platform Notebook

Value addition / accelerators​

  • Fractal developed self-learning models which enabled adjustment over time to account for change in customer behavior

  • Process automation, parallelized data processing and modeling, resulting in efficiencies at scale and delivered a time reduction of 20X compared to traditional frameworks

  • First AI-powered solutions on Cloud for the organization leading to improved scalability, efficiency, and accuracy in driving customer centricity at enterprise level


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Recognition and achievements

Named leader

Customer analytics service provider Q2 2023

Named leader

Customer analytics service provider Q2 2023

Named leader

Customer analytics service provider Q2 2023

Representative vendor

Customer analytics service provider Q1 2021

Representative vendor

Customer analytics service provider Q1 2021

Representative vendor

Customer analytics service provider Q1 2021

Great Place to Work, USA

8th year running. Certifications received for India, USA,Canada, Australia, and the UK.

Great Place to Work, USA

8th year running. Certifications received for India, USA,Canada, Australia, and the UK.

Great Place to Work, USA

8th year running. Certifications received for India, USA,Canada, Australia, and the UK.