Case Study: Foxtel achieves higher retention and lower retention costs with Pegasystems

Foxtel Ramping up retention with next best action

Foxtel, Australia’s pay-TV provider, was losing subscribers as low-cost streaming and digital competitors proliferated. Its one-size-fits-all “save at all costs” retention approach was driving up costs and failing to protect high-value customers, so Foxtel needed a smarter, personalized retention strategy.

In a seven-week rollout Foxtel deployed the Pega Customer Decision Hub on Pega Cloud to deliver individualized next-best-action decisions using 400+ customer attributes and contact/eligibility rules. The program optimized 600K retention offers, 5.5M cross-/up-sell offers and 17.5M digital interactions per year, producing a >0.5% churn reduction, a 70% save rate for targeted customers and sizable cost improvements (29% lower average offer cost, 20% fewer repeat-offer costs and 8% savings on retention spend), plus improved NPS and Voice of the Customer scores.

Foxtel

Richard Schultz

Head of Operational Performance and Insights, Sales and Customer Division