Warid’s is a robust challenger in the crowded Pakistan market.. To increase uptake of Value Added Services, provide superior customer service and react quickly to market opportunities it had to know its customers intimately. The IT infrastructure sourced for superior voice offerings was struggling to enable this and to keep up with demands of new business strategies in the 4G era.
Campaign management had lots of issues, as customer data was not formalized. Strategies for stopping customer churn were increasingly ineffective because relevant data could not be trusted or sliced and diced as needed. Querying for a report meant you would get it next business day. While on one end increasing data was putting pressure on the storage infrastructure, on the other hand targeted marketing was impossible because data was simply not usable for profiling.