Case Study

Etisalat: Connecting the Customer Conversation

The Business Issue

Etisalat has been the dominant telecom provider in the United Arab Emirates since 1975, maintaining 8.5 million wireless subscribers in a country with just 8 million residents. With penetration at 180% of households, mobile market growth stalled and the telco struggled to gain additional share of wallet in fixed-line and broadband services. Integration challenges with its inbound and outbound marketing systems compounded the problem. Campaigns were largely blind to recent customer interactions in the call center and retail channels, and lacking that intelligence, Etisalat often failed to reach or resonate with its targets.

The Solution

Seeking new methods to expand marketing offers and services, Etisalat implemented Pega and Accenture’s Intelligent Customer Decisioning as-a-Service solution, which combines Pega® Marketing for Communications and Pega® Customer Decision Hub with Accenture’s consulting, managed services, and deep industry expertise across technology, digital, and marketing. The solution provided the organization with the “centralized brain” it required to optimize customer intelligence and improve its results. By leveraging data from both inbound and outbound channels, the hub would apply predictive and adaptive analytics in real-time to identify the next best action for every customer interaction. Those next best actions would increase the relevance, timeliness, and consistency of Etisalat’s offers and messages, ensuring they were compelling to the customer, and aligned with the context of the situation.

The Results

By providing better, more personalized offers, Etisalat improved conversion rates, campaign performance, and customer satisfaction within the first year of use, including:

  • Significant increase of offer acceptance levels and average revenue per user (ARPU)
  • New offers and products taken to market within hours
  • Multiple systems consolidated to one Pega-based system that reduces handling time
  • One view of customers across channels
  • Communications Service Providers
  • Marketing
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