Challenge: The Legacy Migration Minefield
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- Massive Scale & Complexity: A Tier 1 telecommunications carrier (Optus) needed to migrate millions of customers from a 15-year-old legacy billing platform that was “bursting at the seams”.
- The “Plan Gap”: Thousands of legacy plans existed—many with only a handful of subscribers—that were not going to be configured in the new system.
- Risk of “Bill Shock”: Forcing customers onto newer, standard plans posed a significant risk of price increases, which would likely trigger mass churn and swamp the call centre with complaints.
- Information Asymmetry: Customers were often unaware of their current plan features, making it difficult for them to understand or accept a proposed migration path.
Solution: Data-Driven Rationalisation & Transparency
Analytical Models provided a dual-layered solution using our proprietary CareOptimiser (Planscan) engine to map the “Sunrise to Sunset” transition:
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- Algorithmic Plan Mapping: Using CareOptimiser, we performed a deep-dive analysis of actual usage patterns for the legacy cohort. We configured the most popular legacy options alongside modern, in-market tariffs to identify the optimal migration path for every individual subscriber.
- Optimisation for Retention: The migration logic was tuned to three critical KPIs: minimising “bill shock” for the customer, preventing revenue erosion for the carrier, and ensuring maximum plan coverage.
- Interactive Self-Service Portal: To empower customers, we developed a bespoke web portal where users could enter their mobile number to see a side-by-side comparison. The interface clearly displayed their current plan details next to the recommended “Sunset” plan, providing total transparency.
- Visual Comparison Logic: The portal used intuitive layouts to show how features—such as peak/off-peak broadband or fusion mobile data—would transition, allowing customers to self-verify the value of the move.
Outcome: Frictionless Digital Transition
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- Massive Plan Rationalisation: Through sophisticated usage analysis, we successfully reduced thousands of fragmented legacy plans to fewer than 100 streamlined offerings in the new system.
- Averted Call Centre Crisis: While the client anticipated being “swamped” with calls, the popularity and clarity of the web portal meant that call volumes were a mere fraction of what was expected.
- Higher-than-Expected Adoption: More customers migrated to the new plans than initially projected, as the transparent comparison built trust rather than resentment.
- Revenue Protection: Due to the precision of the CareOptimiser tuning, the business successfully migrated the customer base with significantly less revenue erosion than the “worst-case” forecasts.
