Case Study: Oi achieves 38% higher conversion and hundreds of millions in savings with Pegasystems Pega Marketing

Making complex marketing simpler and more effective

Oi, Brazil’s largest telecom serving more than 70 million customers, faced fragmented CRM systems that left agents choosing from 20,000 possible offers, which hurt customer loyalty and retention revenue.

Using Pega Marketing, Oi built a unified system across 22 operations, 9,000 call‑center agents, and 1,000 stores with AI-powered next-best-action guidance. In the first year it handled 5 million+ transactions, drove a 38% lift in conversion and a 12% increase in revenue per user, and delivered efficiencies worth hundreds of millions of dollars.

OI

Roberto Guenzburger

Mobility Products and Content Director