Business Logic Systems, which delivers customer intelligence, marketing automation and customer loyalty solutions for mobile network operators, says it has helped Australian mobile operator, Telstra, increase recharge rates and treble campaign productivity. By automating the campaign process using InTelestage Campaign Manager, Telstra was able to save costs by minimising the number of people required to implement a campaign, and significantly reduce the time taken to launch promotions.
Telstra implemented InTelestage Campaign Management to combat the challenge of communicating effectively with pre-pay customers, who are not required to provide any personal information upon joining the network. The solution enables operators to run fully-automated, targeted, two-way SMS marketing campaigns from the desktop.
Telstra ran an initial campaign aimed at rewarding profitable customer behaviours, in the form of a 10% bonus every time they recharged Aus$30 (£15) or more. The solution responds to pre-set criteria and responds by immediately sending a text message that thanks the customer for their recharge and confirms the bonus.
According to Business Logic Systems, the InTelestage Campaign Management solution was so successful in driving up recharges that Telstra has opted not to run any TV ads, and now simply communicates with pre-pay customers via targeted SMS campaigns. By automating the entire campaign process, Telstra was also able to significantly reduce costs and the time required to implement a campaign, driving up productivity.
“It’s amazing how quickly and easily we can create new campaigns” says Telstra’s Anne Baker. “In a competitive pre-pay market, it is essential for us to be able to react quickly to changes in customer behaviour. “Before, the process was lengthy and resource-intensive. With InTelestage Campaign Management we have been able to streamline our marketing processes and now it’s all very simple and straightforward.”
Business Logic Systems says its InTelestage portfolio empowers mobile operators to build more profitable customer relationships by unlocking the value of real-time behavioural data. Solutions include Campaign Management, Real-time Campaign Management, Customer Lifecycle Management, Lucky Draw, and Revenue Optimiser.
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