Telco

Our client aimed to maximise the value of their customer base by transforming inbound customer interactions into strategic commercial opportunities. The objective was to leverage data-driven segmentation and targeted engagement to enhance sales effectiveness and customer experience.

We completed these key activities:

• Customer segmentation: the customer service team categorises the customer base into clusters based on product characteristics, distinguishing between mobile (prepaid/subscription) and residential users.
• Targeted commercial testing: within each cluster, customer service identifies smaller subgroups to test and refine new commercial initiatives.
• Personalised sales recommendations: the CRM system supports customer service by displaying tailored commercial initiatives through the Next Best Activity (NBA) approach, leveraging customer profiles, behaviors, and characteristics.
• Optimized call routing: inbound customer service contacts are automatically assigned to specific Virtual Agent Groups (VAG) based on cluster segmentation, ensuring that customers are assisted by the most relevant agents.
• AI-enhanced digital support: the customer service strategy is extended to the chat channel through a digital assistant, applying the same targeted approach for commercial engagement.

We has consistently outperformed other suppliers in activating promotions and products on inbound contacts, achieving an average upselling increase of around +1% from Q1 2019 to Q3 2022.