Oi: Driving Customer Retention and Increasing Profitability

Oi: Driving Customer Retention and Increasing Profitability

Oi is a quad play provider with the largest telecom network in Brazil, operating in a complex and competitive environment. They were looking for a solution to maximize their retention revenue, which was diluting year after year, and increase customer loyalty. At the same time, they went through some acquisitions that left them with fragmented CRM systems. As a result, agents were using up to 12 systems and 45 screens just to apply an offer.

With Pega Marketing, Oi has delivered significant improvements in customer retention and Average Revenue Per User (ARPU) while reducing retention costs.

"Our solution brings together the contextual approach, consumer data and predictive model and adaptive model that results in a one to one marketing strategy. And all of that with the agility and independence from other areas."

Ricardo Santos, Senior Manager for Customer Retention, Oi

In their first year with Pega, Oi has:

  • Generated $140 Million in incremental revenue, achieved through
    — 10% reduction in churn
    — 30% reduction in average retention discount
    — 55% increase in sales revenue through the customer service channel
  • Achieved an incredible degree of simplification – moving their agents from twelve systems and forty five screens down to one Pega system.

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