Our client from the telco-industry faced resource-intensive and suboptimal results with a mobile upsell call campaign needing regular manual selections. The Marketing & CRM department required a data-driven solution that was easily implementable, automated, and performed at the same level as manual selections. We introduced blue.ACTION, which quickly adapted its strategy to achieve a 56% month-over-month increase in conversion rates. A direct control group was also implemented, but blue.ACTION still outperformed with a 22% higher conversion rate. Additionally, blue.ACTION significantly reduced the manual selection effort from days to minutes, making campaign selection more efficient and effective. blue.ACTION has successfully left the pilot phase and continues to provide quick results with minimal human intervention.
And cutting down operative effort to almost 0 at the same time. With our decision engine blue.ACTION. Client Fixed Net Telco Solution blue.ACTION Live since August 2021 Back in 2021, our current client faced a challenging situation with an important mobile upsell call campaign that needed regular manual selections. This process was resource-intensive and did not lead to optimal results. Due to limited internal resources, the Marketing & CRM department wanted a data-driven solution to select customers and recommend personalized offers. Any solution in question was required to be easily implementable, perform at the same level as manual selections, and yield a high degree of automation. That’s where blue.ACTION came in. Once it was decided to pilot & test blue.ACTION, we quickly configured the solution to meet our client‘s needs within their use case “upsell call campaign“. We embedded various upsell-offers with their respective price points, defined a rule set to determine which actions to offer which customers, and set blue.ACTION’s target to balance upsell likelihood and expected value, with a slightly stronger emphasis on the former. We also pretrained the engine on historical data to ensure it was ready for live action. Despite facing various client-specific requirements, the high level of configurability of blue.ACTION allowed us to handle these without sacrificing speed. Within just 10 weeks, we were able to go live and begin selecting the first call campaign. In collaboration with our clients’ experts, we set up two data streams, one for fresh data for selections and one for call outcomes afterwards. In doing so, we ensured that blue.ACTION continuously learns from the outcomes of its decisions, improves its behavior and adapts its strategy. The third month of the pilot proved the effectiveness of blue.ACTION’s learning and automated decision-making capabilities. With sufficient data, blue.ACTION was able to adjust its selection strategy and achieve a remarkable 56% increase in conversion rates month-over-month. As the pilot progressed, we introduced a direct control group that selected customers from main segments and recommendations using typical „offer matrices“ to simulate the expertise of an experienced campaign manager. Even against this well-planned approach, blue.ACTION still outperformed with a 22% higher conversion rate. In addition to the positive performance results, blue.ACTION brought down the manual selection effort from days to minutes, significantly reducing time spent on campaign selections. What mattered most for our client’s long-term success and satisfaction was the ability of blue.ACTION to deliver results quickly and with minimal human intervention, making campaign selection more efficient and effective. „Successful implementation of blue.ACTION was the result of great collaboration from both sides – for example, our joint workshops to perfectly parameterize the action space were a highlight and key for lasting success. I was especially happy with being able to launch the first test campaign after 8 weeks and going live after only 10. Taking the solution from pilot to operations as the next step was a great signal and reward for our ongoing success. We are thrilled to have blue.ACTION in place to this day.“ Increasing conversions in an outbound call campaign by 50%
PROJECT BRIEF
THEIR DECISION:
WHY blue.ACTION WAS A MATCH TO THE CHALLENGES AT HAND OUR SOLUTION:
AUTOMATION & INTELLIGENCE WITH OUR DECISION ENGINE blue.ACTION JOINT SUCCESS:
22% INCREASE IN CONVERSIONS AT STABLE UPSELL VALUE Testimonial
Philipp Aring, Head of Product, Blue Avenir GmbH
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