RS-06: Customer 360 for Telcos: From Churn Prediction to Next‑Best Actions

How this disrupts the business model (ICT lens)

·        Creates new revenue lines (platforms/APIs/managed services) or protects margin (FinOps, cost‑to‑serve visibility).

·        Shifts transformation from one‑off projects to productised, repeatable operating rhythms.

·        Strengthens trust as a differentiator (governance, resilience, compliance‑by‑design).

What changes in the operating model

·        Unified identity enables cross‑channel attribution and consistent cohorts

·        Retention loops connect analytics to campaigns and service interventions

·        Cost‑to‑serve visibility protects margins while improving experience

Expected value

·        Reduced churn and improved retention ROI

·        Higher LTV through better targeting and service prioritisation

·        Improved NPS/CSAT through consistent, data‑driven interventions

GCC localisation notes (fill in)

·        [INSERT: data residency / regulatory considerations]

·        [INSERT: Arabic/English support and content needs]

·        [INSERT: procurement and vendor onboarding requirements]

References (supporting frameworks/sources)

·        CDP Institute: https://www.cdpinstitute.org/

LINKS → Use Case: UC-08: Customer 360 + Segmentation for Growth | Services: SVC-01: Data & Analytics/ SVC-04: Digital Commerce