Challenge:

A leading telecommunications company in the SEE region needed to improve the level of interactions with customers and the efficiency of marketing processes through personalized real-time offers across multiple communication channels, while managing complex data and integrations with other systems. The business goals were customer retention (proactive churn reduction) and growth of CLV and ARPU indicators.

Solution:

Solutions from the SAS Customer Intelligence portfolio were implemented, along with the analytical component SAS Intelligent Decisioning, which perform orchestration and campaign management via email, mobile application, call center, CRM, and sales partner network channels.

The solution includes real-time decision-making automation (real-time decisioning), offer arbitration, and event-based interactions for dynamic communication with customers.

Expertise in project delivery, together with business-technical know-how, enabled business users to perform advanced segmentation, robust data management, and high-quality reporting, creating the conditions for personalized experiences across all channels.

Results:

• More precise and personalized communication was created.

• Improved efficiency on digital channels and better service conversion.

• Delivery of NBO (next-best offers) through each customer’s preferred channel.

• CRM and marketing teams gained a scalable platform to support acquisition, retention, and customer value growth in both B2C and B2B segments.