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Case Study

Oi: Making complex marketing simpler and more effective

"The implementation of the next-best-action strategy has driven efficiencies of more than a few hundred million dollars. So, it’s been very significant to our bottom line."

Roberto Guenzburger Mobility Products and Content Director, Oi

The Business Issue

With the largest telecom network in Brazil, Oi provides mobile, landline, broadband, and paid TV services to more than 70 million customers. But several fragmented CRM systems left agents struggling to choose among 20,000 possible offers – leading to reduced loyalty and shrinking retention revenue.

The Solution

Oi used Pega Marketing to create one unified, efficient system across 22 operations, 9,000 call center agents, and 1,000 stores, complete with AI-powered next best actions that guide an agent to make the right offer at the right time.

The Results

  • 5 million+ transactions handled in the first year alone
  • 38% increase in conversion rates and a 12% increase in revenue per user
  • Improved efficiencies and savings of hundreds of millions of dollars

Related Resources

  • Discover Pega's Customer Engagement Platform - the fast track to a superior digital experience.

  • Watch how Oi delivered significant improvements in customer retention and Average Revenue Per User (ARPU) while reducing retention costs using Pega’s Marketing application.

  • Suzanne Woolley describes how using real-time context improves customer engagement in every channel at EE.

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Challenge: Customer Lifetime Value Industry: Communications Service Providers Product Area: Marketing