Wardah Ghazanfar

As part of the Commercial my key responsibilities included
•Develop and design Retention and loyalty campaigns at various stages of the Customer Lifecycle.
(e.g. Awareness & Education for New Customers, Revenue/Usage Enhancement for Stable Customers, Inactivity Reduction initiatives for potential churners and Win back offers for Churned customers).
•Implemented Churn Detection Model & Profiling using KXEN solution, in order to proactively target potential churners and profile the customer base into meaningful micro segments that were used for Up sell, Cross Sell and Churn Campaigns.
•Schedule and manage the Campaign Calendar by optimizing the channel capacities in accordance with campaign priorities.
•Post promo analysis of ATL and BTL campaigns to calculate the Return on Investment. This included longitudinal analysis on the revenue provided by the subscribers before the campaign was launched versus the revenue gained after sending a campaign. Comparison between target and control groups across various dimensions helped determine the success of the campaign and was used to improve future campaigns.
•Analysis of business segments; new subscriptions, reactivations of prepaid subscribers, port out subscribers, dormant and churned subscribers; by slicing them across multiple dimensions like voice usage, SMS usage, data usage, calling patterns etc.
•Work with Research Team to gather consumer insights on available products and services.
Tools Used:- KXEN (Churn Prediction Tools), Seibel (Campaign Management Tool) and Social Network Analysis (SNA),

• Developed work flows for the integration of the CRM (Customer Relationship Management) System with the Marketing, Finance and Customer Services Department.
• Ensured that all new Promotions/Packages and Value Added Services were implemented in the CRM (Customer Relationship Management) System and provided updated information to all customers.
• Defined Specifications and coordinated with PMO (Project Management Office) for the acquisition of SIEBEL as Mobilink’s new CRM.