Bouygues Telecom Retains More Customers Through Highly Personalized Service Offerings
 
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Bouygues Telecom Retains More Customers Through Highly Personalized Service Offerings

As a full-service electronic communications operator offering mobile, fixed, TV, internet, and cloud computing, Bouygues Telecom stands out for innovative products and services and its award-winning customer relations that serve 11.1 million mobile customers and 1.9 million fixed-broadband customers, including more than 1.5 million professional and corporate clients and over 1.6 million of Bouygues Telecom’s B&YOU clients.

After inventing the mobile talk-plan concept in France in 1996, Bouygues Telecom has continued to be a pioneer in innovation. It introduced the first unlimited call plans with Millennium (1999) and Neo (2006). In 2007, it launched the first fixed-mobile convergence offer for corporate customers. In 2009, it invented the all-in-one solution with ideo, the first quadruple-play offer in the market. As early as July 2011, it invented mobile telephony 2.0 with B&YOU, the first SIM-only, web-only offer. In June 2012, Bouygues Telecom launched Bbox Sensation, its new range of routers packed with the most innovative technologies on the market that will transform the digital home experience. And, in November 2013, it introduced Box Internet by B&YOU, a double-play service that democratizes the access to Internet.

Its mobile network covers 99% of the French population, which subscribes to its 2G service, while 96% of the population receives Bouygues Telecom’s service for 3G+ service, which runs at a rate of up to 7.2 Mb/s. In addition, it provides 60% of the population with H+ (4th generation connectivity), which can deliver up to 42 Mb/s. Bouygues Telecom is also deploying a nationwide 4G network, and this has already been adopted by 63% of the French population, so that 40 million people in France have had 4G connectivity since October 2013. Each day, the company’s 9,055 employees develop solutions aligned with changing customer needs. Two thousand customer-relations advisers, along with a distribution network driven by its 2,500 sales advisers and the company’s websites ensure optimum customer service on a daily basis.

 
 

 
 

Challenges

A word from Bouygues Telecom

  • “Oracle’s Siebel CRM gave us with a 360-degree customer view, enabling us to more quickly respond to customer requests through our three channels—website, call center, and retail store—and develop personalized offers that improve our service offerings and prevent customer churn.” – Eric Dobremer, IT Manager, Grand Public Customer Relationship Management Development, Bouygues Telecom

  • Improve effectiveness of promotions for key services, such as 4G wireless service, and increase consumer uptake
  • Increase customer retention in a competitive telecommunications market where new entrants adopt very aggressive strategies
  • Capitalize on the existing customer base by cross-selling services, such as by offering fixed telephony contracts to mobile users
  • Boost marketing campaign effectiveness through better utilization of all customer contacts

Solutions

  • Used Oracle Real-Time Decisions to improve responsiveness and ability to retain customers for approximately 2,000 customer advisors by enabling them to evaluate customer behavior and immediately measure the risk of churn
  • Improved customer contact quality across web, call center, and retail store channels by automating feedback, using recommendations generated by Oracle Real-Time Decisions to track down unpaid bills, propose personalized loyalty offers, and launch marketing campaigns
  • Achieved a return on investment, for Oracle Real-Time Decisions, which is used to manage customer retention
  • Acquired a real-time, 360-degree view of customer information with Siebel CRM, including contact history, contracts, and feedback history of bid proposals
  • Obtained more comprehensive customer knowledge by automatically capturing personal customer information during each interaction through a call center, website, or store
  • Improved acceptance rates for the company’s flagship 4G offering and other offers—including those involving mobile-plan modifications—by using the information acquired by Oracle Real-Time Decisions to more effectively target customers
  • Provided household, rather than just individual, customer views, improving cross-selling by, for example, providing a family with a special offer for an additional mobile contract or a fixed phone line
  • Developed more precise marketing campaign targets, since the company can use refreshed customer data in real time instead of requiring two or three weeks
  • Improved marketing campaign effectiveness by building on a targeted campaign during interactions with customers who are identified as potential candidates

Why Oracle

“We were already satisfied Siebel CRM users for our marketing campaign management when Oracle presented Oracle Real-Time Decisions as means to gain added insight into our customer base. We are very pleased with the results, and the ease of working with Oracle is one of the reasons for our continued loyalty,” said Eric Dobremer, CRM IT Development Manager, Bouygues Telecom.