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Belgacom Standardizes on KXEN for Next-Generation Predictive Analytics
The company gains the agility and efficiency to deliver next best actions across all customer channels.
Posted Jan 11, 2011
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KXEN, a data mining automation company and provider of next-generation predictive analytics, announced that Belgacom, a leading fixed and mobile telecom provider in Europe, standardized on KXEN to drive stronger customer relationships and increase revenue in its business and consumer markets.

Prior to KXEN, Belgacom relied on traditional modeling tools that lacked flexibility and were hard to use. This left the company exposed to the risk of missing critical revenue opportunities or customer churn.

“Time to market is precious,” explains Jacky Huyghebaert of Belgacom’s Customer & Market Intelligence department. “We needed a predictive analytics solution that would allow us to react quickly and efficiently. With KXEN, we’ve cut modeling time from months to days.”

One key challenge for Belgacom was that its former data mining solutions did not easily integrate with the company’s data warehouse. “Before KXEN, we had to spend hours to translate models into a format our data warehouse could use. It wasn’t the best use of our time. Worst still, it was prone to human error,” explains Huyghebaert. “KXEN talks to Teradata out of the box. No translation. No errors. It’s a huge productivity gain.”

Belgacom has standardized on KXEN to build predictive models to manage its business and consumer customer relationships. Every interaction in the customer lifecycle—from acquisition to cross promotions and retention—is optimized with predictive models built on KXEN. Independent of channel, whether it is the call center, a retail store or the company’s website, customers are presented with a personalized next best action or offer.

“With KXEN, we can deliver the right offer, to the right customer at the right time. We’re getting the most out of our marketing euros and a higher return on our marketing investments, and on top of that KXEN reveals previously unknown customer insights,” Huyghebaert said in a statement.

One such example is that KXEN models were the very first within Belgacom to detect that more and more customers of older ages subscribed to the digital TV services. Making use of that customer knowledge, Belgacom’s marketing department was able, in an early stage, to modify the digital TV offer, for example by including a free full installation by a technician of Belgacom.

KXEN’s automated approach to data mining has allowed a handful of analysts to support the entire business with no additional headcount. All models are refreshed periodically, for example monthly or weekly, meaning that the business never has to be satisfied with old, out of date models.

“People often think predictive analytics is overly complex. You need months to build a model and then weeks to deploy the results,”  Huyghebaert said in a statement. “With KXEN it’s not like that. You win hands down in speed, efficiency and ease of use. And that feeds straight through to our customers and our business.”

“Belgacom is demonstrating how the telecom industry can gain a competitive edge by making predictive analytics accessible, usable and productive across the business,” John Ball, CEO of KXEN, said in a statement. “By deploying sophisticated models into each customer activity, Belgacom has been able to drive real business value from their investment in KXEN.”

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