Telenet is Belgium’s leading provider of broadband cable services. Telenet specializes in the supply of broadband internet, fixed and mobile telephony services and cable television to customers throughout Flanders and Brussels over a powerful HFC (hybrid fiber-coax) network. Telenet also supplies professional communication services to businesses in Belgium and Luxembourg. By providing television, internet and telephony, Telenet wanted to enrich the daily lives of their customers and maximize their customer satisfaction. In order to achieve this, they needed to understand their customers needs on an individual-level.
Telenet is known for its impressive marketing efforts in customer segmentation, multi-step campaigning and result measurements. However, Telenet wanted to find ways for improvement, as a relatively large amount of manual interventions were needed. Besides the resulting costs and risks for human errors, this formed a bottleneck for micro-segments and personalized trigger-based campaigns.
Some overall challenges that Telenet faced were:
- Integrating with a fragmented stack of existing IT solutions.
- Understanding business logic and customer intelligence.
- Prioritization of offers based on customer life stages.
- Unable to gain the appropriate level of insight.
“With the international expertise of NGDATA, our CRM department now exists at the center of all our inbound and outbound customer interactions, sharing real, actionable business intelligence and insights, executing hundreds of targeted campaigns on a yearly basis.”
— Bert Van Driessche, director of CRM and Consumer Intelligence, Telenet
