Case Study: Sunrise TDC Switzerland (customer in IDC study) achieves rapid campaign launches and reduced churn with Teradata (solution provider)

IDC - Customer Case Study

Sunrise TDC Switzerland AG, the country’s second-largest telecom, faced slow, siloed marketing and retention processes despite strong customer satisfaction. Campaign planning and launch took 12–16 weeks, billing and data were separated across units, and the company needed a companywide CRM vision to shorten campaign cycles, improve segmentation, reduce churn and boost cross-sell/upsell.

Sunrise implemented a Teradata analytics-driven CRM with a Clarify front end, integrated with its call-detail records and led internally by cross-functional teams. The new system cut campaign production time dramatically (first campaigns ran in January 2004) and now supports up to 10 campaigns a day, enabled granular segmentation and 70 new marketing activities, and delivered strong results: a 33% churn reduction in treated customers, 14% increase in cross-/upselling and a 26% improvement in retention.

IDC