Case Study: Telstra achieves personalized NPS and improved customer engagement for 9 million customers with SAS analytics

Telstra calls on SAS to keep customers engaged

Australia’s largest telecommunications company, Telstra, faced a competitive market where keeping customers loyal meant delivering tailored, individual experiences for its 9 million customers and generating insights “at the speed of now.” The core challenge was to understand each household’s sentiment and behavior — including imputing Net Promoter Scores for customers who weren’t surveyed — so marketing, service and retention teams could act quickly to reduce churn and improve engagement.

Using SAS Enterprise Miner, SAS Visual Analytics and SAS/ACCESS, Telstra built an analytics platform that produces an imputed NPS for every customer daily and supports more than 400 analysts across predictive modelling and credit scoring. The capability enabled highly targeted communications and successful programs such as the “Thanks a Million” calls (3+ million customers contacted) and the “Check‑In” initiative (about 9 million customer contacts), resulting in richer one‑to‑one conversations, better-tailored offers and deeper, more actionable customer insight.

Telstra

Liz Moore

Director of Research Insights and Analytics