SAS helps Silknet drive growth through personalized customer engagement

In a market where geographic expansion opportunities are limited, Silknet, a leading telecommunications provider in Georgia, focused on deepening customer relationships to drive growth. The company turned to SAS® Customer Intelligence 360 to better understand customer behavior, deliver more relevant offers and maximize the value of every customer interaction. By modernizing its advanced marketing technologies, Silknet has improved promotional effectiveness, increased activation rates for its data packages and bundles, and strengthened its competitive position in a crowded market.

Managing customer data for more relevant offers
SAS Customer Intelligence 360 helped Silknet collect and analyze large volumes of customer data from multiple sources in real time, including customer behavior analytics, transaction data and demographic information to create personalized marketing campaigns.

The collaboration with SAS has helped the company:

• Strengthen customer engagement.
• Improve operational efficiency.
• Enhance customer loyalty.
• Increase data package and bundle activation rates.

"SAS has helped us establish deeper and more meaningful connections with our customers," said David Mamulaishvili, CEO of Silknet. "We have improved the customer experience with data-driven strategies and strengthened our competitive advantage. Thanks to the collaboration with SAS, we are a pioneer in innovation and customer experience in the Georgian telecommunications market. We worked closely with the SAS team and are very pleased with the support and guidance they provided."

Turning customer insights into action
Silknet uses SAS Customer Intelligence 360 to support innovative customer segmentation and promotional campaigns.

1. By combining data from multiple customer data sources, including FIX customers with home internet and landline telephone subscribers, Silknet identified customers who could benefit from larger data allowances. Offers were then tailored specifically to customer needs and preferences via targeted SMS messages.
2. Silknet analyzed Call Detail Record (CDR) data to identify subscribers likely to travel outside the country. Using these insights, the company delivered personalized roaming offers to targeted customer segments through SMS.
3. Silknet wanted to encourage customers to upgrade internet packages based on usage. However, the project posed several challenges, including determining which packages each customer qualified for, as some were eligible for multiple options simultaneously. Silknet needed to deliver a single personalized message containing all eligible package options while avoiding duplicate communications, and the entire process had to be completed within a 2-hour window.
   Using SAS Customer Intelligence 360, Silknet created more than 600 personalized message segments, ensuring each customer received an offer tailored to their specific usage patterns. An alert system was established to ensure timely delivery and seamless operations. This approach helped Silknet achieve high campaign precision, with the SMS response rate serving as a key metric for measuring success.
4. SAS has also helped Silknet incorporate gamification into its promotional strategy. Its "Wheel of Fortune" campaign provided subscribers with tailored package options through a lottery-style promotion where participants could win designated packages. SAS helped define the criteria and rules governing package selection and allocation.

Through more relevant offers, personalized communications and data-driven campaign execution, Silknet continues to strengthen customer engagement while maximizing the value of every customer interaction.

SAS Customer Intelligence 360 helps organizations across industries unify customer data, orchestrate personalized customer journeys, deliver real-time engagement and measure marketing performance across channels.

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