Cutting losses raises ARPU
Totogi has promised to help telcos keep their customers with its new Churn Prediction Service (CPS). Since replacing a lost customer is fifty times more expensive than keeping them, Totogi says its cloud-based service can have an instant impact on the average revenue per unit (ARPU) for any mobile operator, simply by cutting its support costs. The cloud service can be delivered through an application programming interface call, any business support service or call centre system. It needs no new hardware or software installations and is maintenance free for the user. Once installed any telco can then use it invoke and personalise retention campaigns that instantly and effectively prevent subscriber loss, says Totogi.
This service was created and runs using AWS SageMaker machine learning models. Computers are trained on telecom data and can spot the characteristic conditions that lead up to a desertion. However, the service, as yet, does not tell the telco what they have been doing wrong or what action they need to take. In a release, Totogi claimed that its new CPS is ‘democratising’ access to innovation in telecoms, presumably because it recognises that telcos only listen to customers after they have voted with their feet, which is too late, according to Danielle Royston, acting CEO of Totogi.
“Retaining a subscriber can cost fifty times less than acquiring a new one for telcos. By predicting and reversing subscriber churn, telcos can retain,” said Royston, “Totogi’s Churn Prediction Service is empowering telcos to boost their monetisation while building enduring relationships and value for their customers,” said subscribers and increase ARPU. We are excited to show the telco industry the significant benefits of this innovative service.”
Totogi’s Charging-as-a-Service customers will have exclusive early access to Totogi’s Churn Prediction Service as well as other data science in 2023.