In today’s rapidly evolving landscape of telecommunications, where data explosion and continuous innovation intersect, understanding customer sentiment has become paramount for telecom majors to stay competitive. Harnessing the power of social media analytics has emerged as a game-changer in this pursuit, enabling companies to glean insights into audience sentiment, brand sentiment, and customer behaviors in real-time.
In this report, we delve into how a leading telecom major utilized sophisticated social media analysis techniques to decipher the nuanced sentiment of their customers. By leveraging big data and real-time analytics, the company embarked on a journey to uncover untapped opportunities within their customer base.
Through the implementation of advanced analytics tools and the development of a comprehensive social media sentiment report template, the company was able to conduct granular-level assessments of customer sentiment across various platforms. This included not only analyzing customer interactions but also delving into homogeneous social network analysis to understand the dynamics of relationships within their customer base.
Moreover, by incorporating multi-relational data such as call networks and customer service interactions, the company developed a robust churn propensity model, enabling proactive measures to retain customers. This approach not only enhanced marketing strategies but also bolstered customer service efforts, leading to a more personalized and effective customer experience.
In the following sections, we explore the methodologies employed by the telecom major in conducting social media sentiment analysis, the insights gained through this process, and the implications for driving continuous innovation in the telecommunications industry. Through a combination of advanced analytics and a deep understanding of customer sentiment, the company has positioned itself at the forefront of leveraging big data for strategic decision-making and fostering lasting relationships with its customer base.
Highlights of the Case Study
| Particulars | Description |
| Client | A global telecom service provider with a presence in multiple countries, partnered with Quantzig to use social media analysis to understand the sentiment of its customers. |
| Business Challenge | The client wanted to leverage Quantzig’s social media engagement team to find relevant topics, key influencers, and ways to boost customer interaction. It wanted to invest significantly in social media advertising. |
| Impact | Quantzig helped the client build customer analytics and sentiment analytics to automatically extract, recognize, and learn from subjective information and emotional states by leveraging natural language processing. |
Table of Contents
Game-Changing Solutions for the Telecom Industry
Social media is a fantastic source for discovering customers’ feelings regarding a company’s offerings. Globally, there will be 4.6 billion social media users by 2022, a rise of 10% from the previous year. This indicates that a sizable audience reads customer feedback on social media. This business needs to evaluate and respond appropriately to customer feedback on social media to stand out in the market. Companies must interact proactively with customers about their negative experiences and try to alleviate the issues and concerns. According to a recent study, customers can spend up to 40% more when businesses respond to their social media demands. It is essential for companies to analyze customer reviews and derive actionable insight from them.
Quantzig’s customer analytics tools give telecoms data-supported insights on current technology, services, products, shifting market trends, customer wants, and unmet needs that need to be addressed by the respective businesses. Additionally, our AI analytics tools help companies in the telecommunications sector innovate and create successful marketing plans and campaigns.
The Challenges of the Telecom Client
A global telecom service provider with a presence in multiple countries, partnered with Quantzig to use our social media analysis tools to understand consumer sentiment. The company was planning to invest in social media advertising and needed to understand the factors influencing clients.
The client could not leverage sentiment analysis to gauge areas of interest for its customers as they were using social media monitoring tools that could not be customized. They engaged Quantzig’s social listening engagement team to find relevant topics, key influencers, and ways to boost customer interaction. Moreover, customer data was scattered across many departments, making it difficult to gain insights and understand the impact of its marketing initiatives and broad industry trends. The client needed Quantzig’s customer analytics and competitive intelligence solutions to expand its market reach, provide value-added services to customers and take advantage of the untapped revenue generation potential. Some of the issues that our client was struggling with include:
- Inflated costs
- Poor customer service
- Complex operational processes
- Positioning quick and personalized customer service
With Quantzig’s social media analysis, our client wanted to gain competitive intelligence solutions to not only expand their market reach, rather implement a revenue operations function as well.
Quantzig’s Social Media Analysis and Sentiment Analytics Solutions
Quantzig, a leading analytics and advisory firm, collaborated with the client to develop robust customer analytics and sentiment analytics solutions, leveraging cutting-edge natural language processing (NLP) techniques. Through Quantzig’s sentiment analysis tool, which is adept at extracting and understanding personal information and emotional states, the client gained valuable insights into customer opinions and responses regarding their products.
This sentiment analysis tool proved instrumental in evaluating the effectiveness of viral marketing campaigns, assessing customer acquisition strategies, and identifying competitive weaknesses and threats. By analyzing social media interactions post-campaign launches, Quantzig’s solution enabled the client to gauge campaign performance, discern emerging trends, and inform subsequent connected actions for optimized outcomes.
Furthermore, Quantzig facilitated the aggregation of customer experience data from diverse social media sources, including customer profiles, call details, and other relevant data points. This comprehensive approach empowered the client to effectively manage and address customer complaints and concerns, thereby enhancing overall customer satisfaction.
Through programmable parameters and advanced analytics, Quantzig enabled detailed analysis of customer call history and identification of subscribers’ social groups within telecommunication social networks. By leveraging historical data and social network analytics, the client gained actionable insights to inform strategic decision-making, optimize marketing campaigns, and enhance customer targeting efforts.
Moreover, Quantzig’s expertise in business intelligence (BI) solutions and social network analytics facilitated the implementation of a robust social media monitoring plan. Leveraging tools such as Hootsuite streams and dashboards, the client could effectively monitor social accounts and service names, track mentions, emotions, and sentiments, and derive valuable metrics such as social sentiment scores, positive mentions, total mentions, and neutral mentions. This holistic approach to social media sentiment analysis empowered the client to make informed decisions, drive positive customer experiences, and stay ahead in the competitive telecommunications landscape. Our analytics system has been designed to analyze and enable the following attributes:
- Smart targeting of customers
- Analyzing customer sentiments
- Assessing customer preferences
- Creating subscriber profiles
- Calculating profitability for each customer group
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Impact Analysis of Customer Intelligence and Advanced Telecom Analytics Solutions
Quantzig’s customer intelligence and advanced telecom analytics solutions helped the client identify trends and patterns for new market opportunities faster than its competitors. Due to the growing significance of Internet-enabled services, the telecommunications sector is continually evolving. As a result, telecom companies need to understand how users respond to diverse services and content.
The solutions provided by Quantzig offer the client a better understanding of its customer base, which will help to consistently increase its market share, generate insights for NPD, retain customers, and acquire new ones. Big data was used to process this information and deliver real-time client support.
Key Outcomes of Social Media Analysis
The modern-day technology that creates each customer’s digital footprint is a treasure trove of information from which a lot of consumer-specific data can be mined. This information appears on social media networks in the form of comments, likes, searches, etc., which gives telecommunication companies many opportunities to cater to consumer needs. Our intervention helped the client gauge customer sentiment about its products and services and thus provided it with the opportunity to modify and improve services per the expectations of its target audience. This led to better marketing campaigns and optimum bundling of services with a resultant increase in satisfied customers and higher revenues.
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In the past, businesses employed conventional techniques, such as surveys and focused groups, to learn how customers felt about their goods. These days companies can leverage big data analytics to mine massive amounts of data, such as social media data, to gain a more accurate understanding of customer opinions. Sentiment analysis is currently a branch of NLP.
Quantzig can provide detailed customer analytics solutions to provide insights into consumers’ needs and wants, which can help businesses create and position products that cater to different customer profiles and demographics.
Key Takeaways – Social Media Analysis
Quantzig’s advanced analytics solutions helped the client unlock the following benefits:
- Attract new subscribers
- Improve social engagement
- Increase operators’ revenues
- Resolve customer issues in real-time
