Case Study: Etisalat achieves 3X conversion uplift and reduced churn with Pegasystems' Pega solution

Etisalat Combining digital, inbound, outbound, and event-based marketing

Etisalat’s SMB division in Dubai needed to lift campaign close rates, speed lead identification, and cut customer acquisition costs, but disconnected systems and siloed data meant teams often missed selling windows or offered poorly matched bundles. The challenge was to make marketing and outbound sales more timely and relevant to small and medium enterprise customers.

By deploying Pega’s next-best-action and bundling capabilities, Etisalat prioritized leads for outbound teams with personalized offer recommendations and gave agents the flexibility to create on-the-fly product bundles. Pega Marketing also automates email, SMS and mobile triggers (including geo-fencing and contract/data-based cues). The results: 3× higher conversion, 27% growth in annual tele-sales revenue, 20% increase in renewals, 15% reduction in churn, plus improved profitability and faster targeting.

Etisalat

Orijit Mitra

Manager - Customer Value Management