Quadruple play provider Virgin Media has chosen data-mining technology from KXEN to help it target, cross sell and up sell to its almost 10 million customers. The aim is for Virgin Media analysts to use KXEN's technology to improve the accuracy and relevance of ongoing CRM initiatives, writes Fergal Ringrose.
Bringing together ntl, Telewest, Virgin Mobile and Virgin.net - and their respective customers - into a single organisation left Virgin Media with a unique challenge: how best to package and offer new services to those customers, while at the same time complying with a mandate to reduce the breadth and number of direct mailings.
The sheer scale and complexity of the task called for a very special solution. For Virgin Media it came in the shape of the KXEN suite of analytics software. "It was quite complicated to deal with all the different products and the different opportunities for selling them, as well as reducing the volume of direct mail. What we needed to do was build some analytical models quickly, and using KXEN, this is something you can do very easily. Some analytics solutions take a long time to prepare the data and build the models but KXEN does it a lot faster," explains Virgin Media's Elsa Lebrun-Grandie.
KXEN will help the Virgin Media team by segmenting and targeting those customers most likely to buy new services or upgrade those services they already have. In this way the volume of mailings can be reduced while at the same time increasing response rates.
The UK market for TV, broadband and fixed and mobile telephony is very competitive with many potential subscribers already signed up with other providers. But, says Lebrun-Grandie, KXEN delivers yet another bonus. "With KXEN we need to spend less time preparing the data which means we can concentrate more on the important things like analysing the results and the performance of the models," she says. "It makes our lives much easier."
"Virgin Media is the latest in a series of high profile organisations to choose KXEN as a key enabling technology. Virgin is a market leading brand and one that takes customer relationships very seriously. By deploying KXEN's technology the Virgin Media team will have rapid access to the quality customer information they need to stay several steps ahead of the competition", said Roger Haddad, KXEN chief executive officer.