Translated with AI
Personalization is becoming a key trend in the telecom industry. Simply put, subscribers are offered only those plans and services that are likely to be of interest to them. This unique user experience is created using Big Data technologies and machine learning algorithms. For example, MegaFon Tajikistan uses the Next Best Offer (NBO) and Next Best Action (NBA) systems.
Personalized offers – via NBO
The NBO system automatically generates personalized offers based on anonymized data, analyzing subscriber behavior. It takes into account the plans and options a customer has activated and deactivated, their usage volume, their changing preferences, and their response to previous operator requests. This approach allows for offering only relevant services.
A simple example: a subscriber is increasingly using internet traffic, but making calls and sending text messages less frequently. And they don't use some additional free services at all. Therefore, the system will offer to upgrade to a plan with an expanded internet package and remove unnecessary features.
Information about offers that may be of interest to subscribers is posted in the "Special Offers" section of the MegaFon Life mobile app. Here, you can browse them and sign up for them if needed.
Optimal interaction – through the NBA
While the NBO is responsible for generating offers, the NBA system selects the optimal timing and format for communication. Algorithms identify situations where subscribers may need assistance. For example, they may need a timely reminder about an active service or a warning about the risk of data overruns.
For example, when an internet package is about to run out, the system can offer a temporary data boost to ensure the subscriber can continue using the desired services without interruption. All tips and recommendations are also displayed in the "Special Offers" section of MegaFon Life.
The overall result: NBO and NBA make interactions more targeted, subscribers receive fewer random offers, and only those recommendations that are likely to be useful at a specific moment are sent.
"We strive to ensure that offers are accurate, timely, and useful. NBO and NBA technologies help us better understand user behavior and create personalized solutions based on real needs," says Ildar Salikhov, Chief Operating Officer of MegaFon Tajikistan.
