Case Study: Telia Company achieves 3X cross-sell & upsell conversions and personalization at scale with BlueConic

Telia Company Leverages AI to Deliver Personalized Experiences in Every Customer Lifecycle Stage

Telia Company, a multinational telecommunications operator across Sweden, Finland, Norway, Denmark, Lithuania, Latvia and Estonia, faced fragmented customer data across multiple brands, products and legacy systems that blocked a single view of the customer and limited personalization. To achieve its vision of “personalization at scale,” Telia engaged BlueConic and its platform capabilities (named and universal connections/listeners, Lifecycles and AI Workbench) to centralize profiles and change processes and technology across marketing, analytics and ecommerce teams.

BlueConic unified customer profiles (creating millions in the first 11 months), powered lifecycle orchestration and acted as the “brain” behind Salesforce Marketing Cloud to deliver dynamic cross-channel offers, predictive models and group-level promotions. The result was a 3X improvement in cross-sell/upsell conversion rates (with a 40% lift on specific campaigns), reduced churn activity, tens of thousands of dollars saved per year, and greatly reduced dependence on technical teams—enabling faster experimentation and business-led personalization.

Telia Company

Lena Lindgren

Head of Marketing Technology & Personalization