Using Customer Data to Increase Revenues

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O2 Ireland and Capgemini work together to realize benefits of best-of-breed real-time marketing solutions.

“Inbound Real-time Marketing ensures our offers are relevant and timely. Customers feel well served by the insight into their needs that we show. And call center agents like it because it works and increases job interest.”

Paul Farrell, Marketing Director, O2 Ireland

The Situation

O2 Ireland wanted to preserve market share and drive new revenue streams through a radical approach to Customer Relationship Management. Key drivers were to improve retention and grow sales from traditional direct marketing channels. O2 wanted to deliver a personalised experience for each customer that was seamless across touch points.

The Solution

O2 Ireland in collaboration with its strategic partner, Capgemini, developed and implemented a strategy to build new leading practice Marketing and Customer Relationship Management capabilities. At the heart of this was deployment of a best-of-breed Inbound Real-time Marketing solution across multiple channels, and supported by Predictive Analytics.

The Result

Inbound Real-time Marketing is delivering the expected benefits. The solution has enjoyed excellent user acceptance and has been fully operational in call centers since March 2005. Average offer acceptance rates of 50% have been sustained in call centers, with high offer presentment rates and average offer value. It has also been rolled out to O2 Ireland’s own brand retail stores, and has been extended to business customer segments.

Predictive Analytics resulted in 100% improvement in conversion rates for some campaigns, with pre-paid churn reduced to single figures for target groups.


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