Bouygues Telecom Gains a 360-Degree Overview of Customers and Improves Offer Acceptance Rates
 
 

Bouygues Telecom Gains a 360-Degree Overview of Customers and Improves Offer Acceptance Rates

  • Oracle Customer:  Bouygues Telecom
    Location:  Vélizy, France
    Industry:  Communications
    Employees:  9,000
    Annual Revenue:  Over $5 Billion

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With more than 10 million mobile customers and 500,000 landline customers, the mission of Bouygues Telecom is to become the premier mobile, landline, television, and internet brand in France, by focusing on customer acquisition, advice, service, and support. The company offers high-quality customer service with its 2,000 customer service advisors, 610 Club retail stores, and its Web site, available around the clock.

 
 

 
 

Challenges

A word from Bouygues Telecom

  • “Thanks to Oracle’s Siebel CRM solutions and Oracle Real-Time Decisions, we can now meet customer requests faster, personalize offers to improve the services we provide, and gain feedback on responses to offers. This enhances our knowledge of our customers before our next contact with them, whether through the Web site, call center, or our Club retail stores.” – Eric Dobremer, IT Manager - Grand Public CRM Development, Bouygues Telecom

  • Leverage every customer relationship and increase customer loyalty through personalized offers or promotions on landline or mobile phone contracts
  • Build on marketing campaigns and take advantage of incoming contacts from the company’s call center, Web, and retail stores
  • Offer the most appropriate offer or promotion at the right stage in each customer lifecycle, during each sales opportunity
  • Improve acceptance rates of communication service offers

Solutions

Oracle Product and Services

  • Overhauled the company’s customer relationship management system, enabling a multichannel strategy encompassing the call center, Web site, and retail stores
  • Used Oracle Real-Time Decisions, along with production and customer data in the data warehouse, to calculate personalized and strategic offers for every customer in real time
  • Reduced time to refresh customer data from seven days after closure to one day using Oracle’s Siebel Marketing, improving effectiveness of customer marketing campaigns
  • Provided a 360-degree view of customer history, including responses to previous offers and status of current contracts
  • Automated tracing of customer recommendations calculated by Oracle Real-Time Decisions across three channels: chasing late payments, personalizing promotions for additional or expanded communications services, and building on campaigns
  • Captured data in real time across the three channels to leverage customer responses to offers
  • Implemented targeting based on knowledge of every customer’s personal circumstances to improve acceptance of offers and promotions, such as bundled packages of wireless, land line, and other services

Resources

Bouygues Telecom s’assure une vision à 360° sur ses clients et un meilleur taux d’acceptation de ses offres