Telecom

We help Telecom companies optimize their communication strategy

Achieving campaign automation and personalization allowed Telecom to optimize its communications and improve customer engagement, increasing efficiency and results.

Project duration: From October 2021 to October 2024.

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Customer engagement

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Technology

Meet Telecom Companies

Telecom Argentina is a company constantly moving forward, dedicated to supporting and empowering the lives of its 33 million customers through technology. Its solutions are designed to empower individuals and communities to grow and advance, while also allowing them to enjoy, be entertained, stay connected.

They deliver a seamless digital experience through a connected ecosystem of services and solutions.

With Personal, they keep customers connected—at home and on their mobile devices.

With Flow, they bring entertainment to life through TV and streaming.

With Personal Pay, their digital wallet, they make managing money simple and accessible.

Telecom supports more than 200,000 companies and institutions in their digital transformation. Furthermore, for the corporate segment, they offer a portfolio of flexible and scalable solutions, tailored to the specific needs of each company. These solutions are comprised of four technological pillars: the fixed and mobile connectivity family, cybersecurity, cloud solutions, and the Internet of Things (IoT).

They offer a comprehensive service offering in Argentina and Paraguay, pay TV in Uruguay, and digital services in Chile.

The pain

Focusing on solving problems

Starting in 2021, Telecom Empresas, together with Ceibo Digital, faced the challenge of optimizing its communications strategy through two main stages: automation and personalization. Before implementing the project, Telecom manually managed its recurring email and SMS communications, which was resource- and time-consuming.

After automating the campaigns, a low email open rate and low contact with executives were identified due to the lack of personalized messages.

The solution

Automation and personalization of communications

In the campaign automation stage, the following actions were performed:

Data model and database cleansing: Data structuring was carried out, which allowed for database cleansing in order to automate and personalize communications.
Eloqua Optimizations: The data model was integrated into the tool, using dynamic segments and complex flows that allow for repeated communications. This enabled the automation of BAU (business as usual) campaigns that were repeated monthly.
SMS and WhatsApp Connector: A connector was developed that automates the sending of communications via SMS and WhatsApp, enabling omnichannel decision-making within the same tool.

And in the message personalization stage, the following actions were carried out:

Engage - Sender Personalization: A tool was implemented that allows email sender personalization, associating it with each executive, making communications more natural.
Segmentation: Both offline and online data were leveraged to perform more targeted segmentation, allowing for communications tailored to customers' interests and behaviors. For example, customers products were identified and targeted communications were sent based on that.
Customer Journey: Campaigns were implemented targeting contacts at different stages of the customer purchase cycle, focusing on offering additional value in each interaction and thus reducing sales communications.

Furthermore, this optimization has improved the customer experience and facilitated more efficient management of Telecom’s internal communications.