Enterprise data warehouse provides platform for 1 million euro revenue assurance savings
Teradata, a division of NCR, has announced that Vodafone Ireland has chosen Teradata as its platform for enterprise data warehousing. The new 1.5 terabyte data warehouse went live in September 2003 and has already returned significant benefits to Vodafone Ireland in the areas of revenue assurance, revenue stimulation and customer retention. Significantly, by aiming to consolidate its customer data marts onto a single enterprise data warehouse, Vodafone Ireland will also avoid future implementation costs associated with multiple database implementations.
"With the Teradata data warehouse we have not only been able to reduce costs but also harness our information assets to better drive business advantage. The ability to better analyse business processes has already led to revenue assurance savings of 1 million euros while the availability of a single, consistent view of the customer has enabled us to better serve and advise our customers," explained Paul Tully, head of management information systems at Vodafone Ireland. "Enterprise analytics are critical to Vodafone Ireland going forward, and we developed an exhaustive benchmark to evaluate potential platforms. Teradata was the leader in every category."
Key to Vodafone Ireland's strategy is delivering a superior customer experience. By consolidating all customer data relating to billing, data services, marketing, sales and call centre support onto one database, it has not only reduced costs but also improved the consistency and availability of customer information. For example, call centre staff can now access customer call data on a single screen fed directly from the data warehouse. Previously this information was presented on five separate screens.
Vodafone Ireland now has access to more detailed data on customer behaviour, which can be used by marketing and call centre staff for cross-sell, up-sell and customer service activities. For example, having ported its tariff optimisation package onto the data warehouse, Vodafone Ireland is now able to offer customers up-to-the-minute advice on the most suitable package for their usage profile.
With data now ready for analysis within four hours, rather than the previous significantly longer durations, Vodafone Ireland's analytical capabilities have improved dramatically. It has also been able to move data analysis in-house and reduced the reporting cycle from two weeks to a maximum of one day. For instance, a recent initiative relating to premium short message services (SMS) delivered by third-party content allowed Vodafone Ireland to improve support to third-party content providers by accelerating reporting of activity levels.
"As demonstrated by Vodafone Ireland, analytical breakthroughs and data-mart consolidation offers organisations a very desirable combination of cost savings and operational improvements," commented Hermann Wimmer, Teradata vice president for Europe, the Middle East and Africa.