Case Study: XL Axiata achieves lower churn and a unified customer view with Cloudera

XL Axiata reducing churn with an enterprise customer view

PT XL Axiata, one of Indonesia’s leading mobile operators with about 54.5 million subscribers, faced a nearly 20% churn rate as many users treated SIMs like disposable data cards. The company also struggled with fractured, unit-level data silos and rapidly growing network and unstructured data volumes that legacy platforms couldn’t scale or afford, creating a need for a single enterprise view of customer data to make customer-centric decisions.

XL partnered with Cloudera to build a modern data platform that consolidates network, device, subscriber, and retailer data at big‑data scale, enables fast dataset onboarding, self‑service analytics, and machine learning for churn prediction. The platform helped XL deliver targeted retention offers, boost retail-driven sales, prioritize network fixes for high‑value customers, and improve operational efficiency across marketing and service teams.

XL Axiata

Yessie Yosetya

Chief Technology Officer