Real-Time MDM for a Telecommunications Provider — Single Customer View Across 8M Subscribers

"Our support agents used to apologise to customers for not being able to find them. That should never happen. Celumai fixed it permanently."

— Chief Customer Officer, National Telecommunications Provider

Fourteen operational systems each maintained their own customer record. A subscriber who held mobile, broadband, and TV products appeared in 3 to 8 different systems with no unified identity. Support agents spent an average of 4.2 minutes per call locating the customer before service could begin.

We deployed Reltio MDM as the real-time identity hub for all subscriber data. A probabilistic matching engine linked records across all 14 systems without requiring exact identifier match. The unified subscriber API was integrated with the customer support platform, billing system, and digital self-service portal.

Average customer identification time dropped from 4.2 minutes to 8 seconds. First contact resolution improved by 22%. Churn in the year following deployment fell by 11% attributed to improved service experience.

Is this familiar?

Reltio MDM challenges in SaaS & Technology — what we see most often

Businesses in SaaS & Technology running Reltio MDM often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. Reltio MDM is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in Reltio MDM implementations and rescues for SaaS & Technology businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.