Vodafone Greece transforms customer engagement with real-time personalization

The Business Issue

Vodafone Greece – a €1 billion telecommunications company serving millions of customers across mobile, postpaid (monthly plan/contract), and fixed broadband services – faced significant operational challenges with their customer engagement approach. The company struggled with siloed campaign management across different product lines, where prepaid was handled by external vendors, postpaid required extensive manual work, and fixed broadband involved multiple fragmented databases from acquired companies.

This fragmented approach created several critical problems: single-person dependencies that threatened business continuity, manual processes requiring 3–5 working days for each execution, inability to achieve omni-channel coordination, lack of communication policy governance, and fragmented performance reporting. The company needed to transform from audience-based "large-scale" messaging to personalized, real-time customer engagement while maintaining operational efficiency.

The Solution

Vodafone Greece implemented Pega Customer Decision Hub™ as their central "brain" for customer engagement, integrating offline data segmentation, machine learning models from their data science teams, and real-time behavioral triggers. The solution enabled them to combine commercial logic with advanced analytics to deliver the next best action across all customer touchpoints.

The implementation followed a phased approach starting in 2020, beginning with mobile product migration journeys and gradually expanding to include retention, business customer renewals, and fixed broadband communications. By 2023, they had successfully decommissioned legacy platforms including their SMS platform and prepaid systems, achieving significant cost savings while building internal expertise.

A key innovation was Next Best Action Advisor, which provides real-time negotiation capabilities for call center agents. This tool displays customer information, contract details, and available offers while maintaining budget controls through visual indicators that guide agents toward profitable outcomes. The system enables personalized negotiations while ensuring agents stay within commercial boundaries set by product teams.

The Results

Vodafone Greece achieved complete transformation of their customer engagement operations, moving from siloed channels to true omni-channel experiences with real-time personalization capabilities. The company now operates with 100% automated operations, reducing manual execution and time-to-market from 3–5 working days to just four hours each morning.

The transformation delivered substantial business impact across multiple dimensions. Operational efficiency improved dramatically with significant FTE savings and elimination of manual errors that previously led to customer complaints. Customer experience enhanced through unified messaging across all channels, ensuring consistent communication regardless of touchpoint. The company achieved double-digit improvements in digital conversion rates and significant NPS increases through targeted loyalty activities.

Vodafone Greece's success was recognized at the corporate level, ranking among the top three Vodafone markets globally for customer engagement excellence, dominating its 4 million subscriber telco market with true one-to-one engagement across every channel. The Next Best Action Advisor alone delivered measurable improvements in call handling time reduction and provided agents with comprehensive customer information on a single interface, eliminating the need to navigate multiple systems during customer interactions.

The financial benefits included substantial cost savings from decommissioning legacy platforms, particularly the SMS platform that previously cost thousands of euros per week, and the elimination of external vendor dependencies.