MTS Ukraine (SAS Marketing Automation (SAS MA))

The MTS Ukraine company announced in May, 2012 results of the massive program of the loyalty for clients implemented using analytical solutions of SAS. "Not least because of efforts of specialists of CRM department and the recommendations of loyal clients of MTS, the subscriber base of MTS Ukraine during 2011 grew almost by one and a half million subscribers".

MTS Ukraine pays special attention to questions of care of the client, satisfaction with the provided services and as a result of loyalty of the main customer base. Specialists of operator use the advanced technologies and analytical tools allowing to foresee needs of the client and to timely offer it high-quality, necessary services, services, rates and special actions. Thanks to such approach the subscriber base grows because the existing clients remain with the company for many years, and the attracted new subscribers are already loyal and initially configured on long-term cooperation. The chief of CRM department of MTS Ukraine Elena Kotelnikova at a recent conference on a business intelligence "Told use of technologies of target marketing about such tools for sales increase and deduction of profitable customers", taking place in Kiev.

"Today, in the conditions of fierce competition and quickly changing business environment the companies need very earlier to be focused on client requests and requirements. In the conditions of amplifying globalization and the competition in a segment of telecommunications clients have unknown opportunities of the choice. In this case providing an absolute customer loyalty – the only guarantee of its preserving and achievement of corporate success. Customer relationship management – the special approach to achievement of business objectives promoting rapid response to requests of clients and providing creation of healthy, mutually beneficial relations with them", – Elena Kotelnikova summarized.

MTS Ukraine daily offers the subscribers participation in mass or special targeted campaigns. Each of nearly 20 million subscribers can find the special offer designed to help it to save, use communication services of the operator even then when on the account there is no money or just to receive a pleasant gift. In 2011 MTS Ukraine carried out more than 400 special actions and campaigns for the subscribers. At the same time subscribers used bonus funds for the amount more than 100 million hryvnias: MTS presented to the subscribers more than 150 billion free minutes for a talk and about 36 billion free Sms. The permanent loyalty program "MTS the Bonus" allows subscribers to accumulate bonus points and to exchange them both for communication services, and on partner gifts – the total amount of gifts from the partners of operator received to subscribers last year exceeded 10 million hryvnias.

Behind all variety of the existing actions there is a laborious work of analysts who, using the advanced analytical CRM products, manage knowledge and information on the existing clients, reveal requirements and features of certain segments. Then on the basis of this information there is a development and the embodiment in life of the actions allowing subscribers of MTS Ukraine to receive bonus service quality for available cost.

Using solutions of SAS company – the world's largest private IT company specializing in development and sale of solutions and services in the field of a business intelligence – in MTS Ukraine the steady environment for management of targeted marketing campaigns for the subscribers and to the timely offer by it necessary services was created. Tools of SAS allow to carry out segmentation of a subscriber base of MTS Ukraine for the best understanding of a profile of clients, give the chance to construct various models of prediction of customer needs and also holding targeted marketing campaigns – from the choice of a target group before monitoring of the course of a campaign and results allows to support all process. Not least because of efforts of specialists of CRM department and the recommendations of loyal clients of MTS, the subscriber base of MTS Ukraine during 2011 grew almost by one and a half million subscribers.