Case Study: Etisalat achieves 20% incremental value and 60% uplift from ML-driven recommendations with Pegasystems

How Etisalat is revolutionizing its customer experience

Etisalat, the UAE’s largest telecommunications provider, needed to transform how it engaged small and medium businesses after years of manual, spreadsheet-driven campaign work, fragmented data, and a sales culture focused on activation over long‑term value. Under Dr. Esra Taylor the company confronted gaps in customer insight, low contactability and one‑size‑fits‑all offers that left roughly 40% of the base untapped.

By extending its Pega omni‑channel platform, building a unified 360° customer data warehouse, aligning IT and business with shared KPIs, and applying machine learning plus a Bundle Negotiator for on‑the‑fly offers, Etisalat automated targeting and personalized selling. The changes drove measurable gains: about 20% more incremental revenue in autopilot mode, up to a 10% lift in contactability, a 10% YoY uplift from the Bundle Negotiator, large performance gains from ML versus rules (reported up to ~60% in tests), faster COVID response, and rising customer satisfaction.

Etisalat

Esra Taylor

Senior Director of SMB Marketing in Analytics