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Case Study

Etisalat: Revolutionizing the customer experience with AI and empathy

  • Used a centralized brain to foster empathy between agents and customers

  • Instantly created dynamic bundles personalized to customers’ needs

  • Integrated channels and systems to improve renewals, retention, and revenue

"With Pega, we’ve moved from a focus on sales, to a focus on incremental value. For us, it’s about doing the right thing to drive value in the long run, and that approach has led to a 20% increase in incremental value in the last year alone.”

The Business Issue

Etisalat is the largest telecommunications provider in the Gulf Corporation Council (GCC), serving 11.6 million customers and over 300,000 small, medium, and large businesses in the UAE, totaling over 140 million subscribers across 16 countries. The company strives to consistently deliver high-quality customer experiences, earning customers’ trust by anticipating their needs and responding with personalized solutions in the moment.

However, disconnected systems and siloed data made this task nearly impossible. As a result, Etisalat often missed their window of opportunity to sell. 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 resonate with its targets, or offered the customer a product or bundle that was not ideally suited to their individual needs.

The Solution

To support its vision of revolutionizing the customer experience, Etisalat implemented Pega Customer Decision Hub™ as its centralized decisioning engine, orchestrating personalized next-best actions across channels. Etisalat leverages built-in predictive and adaptive machine learning models to identify each customer’s unique context, understand what offers and actions would add value in the moment, and provide personalized experiences across inbound, outbound, and agent-assisted channels.

Plus, with Pega Bundle Negotiator, agents are empowered to create relevant and valuable product combinations on the fly – moving from a one-size-fits-all approach to offering customized packages perfectly suited for each customer’s unique needs.

With the COVID-19 pandemic presenting unprecedented hardships, Etisalat has been able to drive change and adapt to customers’ needs in real time. Using Customer Decision Hub, they’ve been able to identify at-risk customers, understand their needs, and proactively provide value through empathetic selling or service – like providing free tools such as a VPN and its online collaboration platform CloudTalk. This approach helps Etisalat build loyalty and retain customers for the long-term rather than letting them churn.

The Results

By leveraging Pega’s Customer Decision Hub, Etisalat has seen fantastic improvements such as:

  • One centralized view of customers across channels
  • Multiple systems consolidated into one Pega-based system that reduces handling time
  • 3X increase in conversion
  • 20% increase in incremental revenue
  • 15% reduction in customer churn
  • 20% increase in renewals
  • 105% increase in predictive accuracy when leveraging Pega’s Adaptive Models
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Défi: Service client Groupe de produits: Customer Decision Hub Industry: Opérateurs télécoms
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