China Telecom Corporation Limited
China Telecommunications Corporation Jiangxi Branch, struggled to gain insight into its customers' needs because its information was scattered across the business, making it difficult to identify trends. The company wanted to gather and analyze data to help it respond more quickly to marketplace changes and better communicate with customers. They designed a precision marketing program that segments customers based on characteristics, enabling it to develop and market differentiated, targeted offerings. Using IBM technology, the company can identify trends and purchasing behaviors to help it define its next service or campaign. Moreover, the provider can centrally manage and control marketing activities, so customers receive only effective, targeted communications.