Creation of a single customer view platform and data model for a leading Telco, providing them with a comprehensive 360° view of customer

Deployed a team of data analysts, designers and architects to develop a single customer view platform for one of the UK’s largest Telco providers. This platform provided the client with the ability to – for the first time – easily join detailed customer usage data with product, revenue, billing, interactions, service quality, complaints etc. providing new insights into how customer segments perform and what products and content they engage with.
This provided an ideal foundation for a comprehensive Customer DNA design to provide a purpose-built Advanced Analytics dataset to enhance churn, upsell and cross-sell modelling.
Undertaking a project of this scale was a great challenge, and its success can be attributed to several factors, not least the project approach and high levels of end user engagement throughout data investigation right through prototyping and eventual testing and sign-off. We drove a focus on drawing lines between previously siloed internal teams, building lasting links between source system SMEs and end user analysts to encourage an enhanced data culture.
Further successes can be attributed to the design of the on-going operating model, ensuring that when then project team moves on, the solution is in safe hands complete with support, change control and logic ownership.
We have continued to develop this project for the past 3 years, helping to identify and integrate new data feeds and subsequent models, and design and build a suite of dashboards for different teams to engage and act on the insights.
The single customer view platform has led to improvements in data visibility and exploitation across the organisation, leading to improved product pricing, bundling, and audience targeting.


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