Creating a Single View of the Customer to Unlock Lifetime Value

In 2019, the telco faced a critical challenge: its four business units—Mobile, Broadband, SME (SG), and Enterprise (EG)— viewed the customer in silos. Each unit managed its own customer data, developed pricing, and conducted marketing efforts, often competing for the same customer’s attention.  With no single customer view, the company was missing the opportunity to maximize customer lifetime value across its business solutions. 

Acumen helped to design a new organizational structure and operating model to break down silos and create a single view of the customer. We:

1. Developed a Customer Center of Excellence to “own” the customer and the entire customer lifecycle.
2. Unified departments and employees across all four business units under one department with a shared mandate.
3. Worked closely with the (at that time) 4 BU heads to clarify RACIs—defining who is responsible, accountable, consulted, and informed for each process.
4. Established clear roles, mandates, and KPIs for every vertical in the Customer Center of Excellence, ensuring alignment and clear accountability.

Clear roles, mandates, and KPIs empowered a new Center of Excellence with over 120 employees, enabling a single view of the customer and stronger brand governance across all solutions. This transformation helps the telco maximize customer lifetime value.