Application Case 5.9 (Continued)
•Proactive (identify influencers for this adoption)—Identify subscribers who, should they adopt, would push a few friends to do the same.
•Manage viral campaigns—Understand what leads to high-scale spread of messages about products and services, and use this information to your benefit.
•Improve acquisition—Identify who are most likely to recommend a (off-Net) friend to become a new subscriber of the operator. The recommendation itself, as well as the subscription, is an incentive for both the subscriberand the recommending person.
•Identify households, communities, and closegroups to better manage your relationships with them.
•Identify customer life-stages—Identify social network changes and from there identify lifestage changes such as moving, changing a job, going to a university, starting a relationships, getting married, etc.
•Identify pre-churners—Detect potential churners during the process of leaving and motivate them to stay with you.
• Gain competitor insights—Track dynamic changes in social networks based on competitors’ marketing activities.
• Others inducing identifying rotational churners (switching between operators)—Facilitating re- to postmigration and tracking customer’s networks dynamics over his/her life cycle.
Actual cases indicate that proper implementation of SNA can significantly lower churn, improve cross-sell, boost new customer acquisition, optimize pricing, and, hence, maximize profit, and improve overall competitiveness.
1. How can social network analysis be used in the telecommunications industry?
2. What do you think are the key challenges, potential solution, and probable results in applying SNA in telecommunications firms?