GST: Company overview

In a highly competitive Main operations - Data and Requirements:

telecom industry voice transmission To proactively understand consumer’s
current and future demands
A single view of enterprise to optimally
manage firm’s resources
•Product SCM, ERM, Services SCM
 Telecom Industry overview

Shrinking margins Rising demand along with Other challenges

reduced prices
1) Explosion in wireless service 1) Rapid changes in technology
demand 2) Mergers and acquisitions
2) Deregulation 3) No customer loyalty
3) Elimination of European market
barriers
TeraData: About, its services
Provides high-performance Allows large corporations
data warehouse technology to analyze and act on
and solutions customer information

Other Major customers:

Had implemented EDW
Walmart, BOA, 3M, Delta
solutions for GST
Airlines etc.
 CRM and GST: Current overview

CRM: Operational vs Analytical

CRM Current implementation at
Organizational strategy to
GST:
understand and influence
1) Had no way to measure ROI
consumer behavior through
2) Not useful in the Marketing needs of
continuous communication identifying customers, cross-sell and
up-sell
 Determine the ROI and
payback of implementing
Analytical CRM at GST
Goal and
Strategies
CRM Final output:
Improve consumer
Recognize trends in
EDW had led to a targeting and Increase consumer
consumer behavior
single consolidated segmentation/ spends and reduce
and customize
view of the customer identify niche operational costs
communications
segments
Number Of Customers 13,000,000
ROI Calculation
Growth Rate

Current Take Rate

5%

3%
from exhibit 8
Lift In Take Rate

Current Revenue From Customer

5%

$42
and 9
Expected Increase In Monthly Revenue 20%

Expected Increase In Margin Percentage 40%

Tax Rate 38%

Growth In Net Revenues $4,143,484.80

 PV Calculations
Year Cost Revenue

0 $5,000,000.00 -

1 $830,000.00 $4,143,484.80
PV of additional
$37,668,043
2 $830,000.00 $4,350,659.04 revenues

3 $830,000.00 $4,568,191.99 $5,187,500 +

PV of additional Costs
$5,000,000
$5,187,500.00 $37,668,043.64
NPV $27,480,543
 Other benefits of analytical CRM

Network capacity Fraud detection Cross sell/ upsell Improved retention

evaluation program
improvements