Telenet Boosts Brand Loyalty with AI-Powered Ethical Marketing
Discover how Telenet transformed customer relationships through personalized value propositions that put customer needs first.
overall conversion rate across 1,800 live actions
personalized interactions per month
50%
of customers felt more valued after using Check and Smile
The Business Issue
Telenet Group, one of Belgium's leading telcos serving 2.8 million customers, faced a reputation challenge following a major IT transformation. While 99% of customers migrated smoothly, the 1% who experienced issues created significant brand perception problems. The company needed to rebuild trust and demonstrate genuine customer-centricity while moving away from one-size-fits-all marketing approaches to targeted, personalized engagement.
The Solution
Telenet launched "Check and Smile," a comprehensive customer value proposition powered by Pega CDH that proactively checks four key areas of customer experience: network quality, product optimization, security, and customer advantages. The solution uses AI and predictive models to identify technical issues, assess quality of experience, and recommend actions—including offering customers cheaper products when appropriate.
Built on their existing Pega CDH infrastructure with 1,800 actions across eight channels, Check and Smile represents a bold commitment to long-term customer relationships over short-term revenue. Additionally, with Pega’s Ethical Bias Check, Telenet ensures consent tracking and full audit logs align with the EU AI Act and Belgium’s telecom regulator requirements.
The Results
Check and Smile successfully restored Telenet's reputation as a customer-centric provider, with the campaign's star—a cat named Firmin—becoming a beloved brand ambassador. The initiative reached 20% of customers in its first wave, generating significant brand loyalty improvements and attracting new customers who saw Telenet as genuinely caring about customer value.
Nearly 100,000 customers activated Check and Smile within 12 months, and the decisioning engine now handles approximately 2 million personalized interactions monthly. The next-best-action models score every event and push recommendations across app, outbound messages, and call-center desktop in less than 200 milliseconds. The solution drove increased app engagement and downloads while positioning Telenet as an industry leader in ethical marketing practices.
Give every customer exactly what they want – before they know they want it.
"We really focus on each customer getting the maximum value... we are willing to offer you [actually] a downgrade because we believe in the longer term."
"Pega CDH has been in our architectural marketing landscape for over five years, and it has a really central role. It's already connected to a lot of channels, including Pega Customer Service... that was also for us, the reason why we could [quickly] implement this in less than six months."