A Customer Segmentation Framework for Telkom Indonesia (OCA)

About Telkom Indonesia (OCA)

Telkom Indonesia is the country’s largest telecommunications company. OCA, its omnichannel communication platform, serves enterprise clients across WhatsApp, SMS, Email, and Voice Call. For this Virtual Internship project, the dataset and figures were modified for educational purposes and do not represent Telkom Indonesia’s actual business performance.

The Objective

OCA needed a client-segmentation framework to strengthen retention, expansion, personalization, and revenue growth. The core question: which enterprise accounts should be protected, expanded, or activated to drive sustainable growth?

The Result

Mely Horman analyzed 122,749 cross-channel transactions across four channels over a three-month period and built a segmentation model that combined rule-based logic with K-Means clustering, validated at a 0.41 silhouette score.

She defined four client segments, each with a tailored strategy:

• Titans: the highest-revenue strategic accounts, to be protected through executive account management.

• Guardians: stable, mature accounts, to be scaled through deeper platform adoption.

• Challengers: high-engagement accounts with strong readiness, to be accelerated through upsell and cross-sell.

• Explorers: the largest, lowest-engagement group, to be activated through onboarding and use-case programs.

She closed with a 90-day action roadmap and segment-level KPIs (revenue retention, expansion, volume growth, and activation), along with supporting insights on industry-specific communication windows and the opportunity to diversify usage beyond a WhatsApp-led concentration.

You can explore the full analysis in Mely’s project deck.