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Case Study

Sprint launches personalized retention processes in just 90 days

  • 90-day call center implementation
  • 14% reduction in post-paid churn
  • 800% increase in customer upgrades

"Pega has the brains to help deliver the right treatment to the right customer at the right time. That is very different from traditional telecommunications care. We’re seeing more than double the acceptance of retention offers. That is a big deal."

Marcelo Claure CEO, Sprint

The Business Issue

Sprint is a US tier-one carrier serving almost 60 million customers. At the end of 2014, its churn rate was 2.3% – double that of its main competitors. Customer care agents would use their own judgement and experience to pick the best approach to customer service. They would manually pore over 20+ offers, searching for the “right” one – while still on the phone with the customer. This resulted in agents making save offers only 10% of the time.

Sprint needed to overhaul customer experience by moving away from an ineffective and manual one-size-fits-all approach to creating one-to-one personalized experiences for its customers.

The Solution

In just 90 days, Sprint implemented Pega Marketing for Communications to identify customers at risk of churn and proactively provide personalized retention offers. Sprint was also able to extend next-best-action capabilities to eight additional channels, including retail stores, chat, telesales, web/digital, IVR, email, and SMS.

Pega has helped Sprint transform from list-based marketing to event-based, allowing the brand to constantly monitor customer context and proactively deliver the right message at the exact moment a customer need arises. Now, Sprint engages with more relevant content – leading to massive increases in response rates, retention, and agent bandwidth.

The Results

Sprint has seen major results by overhauling the brand’s customer experience, including:

  • 40% increase in NPS
  • 2.5 million increase in yearly net adds
  • 43,000 agents using next-best-action recommendations
  • Real-time decisions based on 1,000+ data elements
  • 700+ active next-best-actions
  • 100 millisecond average response time per API call
  • 99.96% application up-time/availability

Related Resources

  • Discover Pega's Customer Engagement Platform - the fast track to a superior digital experience.
  • Hear how Sprint is revolutionizing the customer experience.
  • Hear executives from the Communications & Media industry talk about how using a Next Best Action solution is enabling contextual conversations with their customers.

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Tags

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