Discover How Bouygues Increased Their Campaign Conversions by 5x

  • 83% of all customers who visited the video landing page started the video.
  • 67% of all customers who started the video watched it completely.
  • 69% of all customers who watched the video completely clicked the link at the end.

Bouygues Télécom is a large French corporation, with a long history of customer interaction and customer service. Its services include internet, mobile telephony, fixed telephony and digital television. Because of this very wide range of services, managing customer interaction efficiently was a key challenge.

One of the main reasons that customers interact with Bouygues is when an issue occurs. Customers can raise a complaint, which results in a support ticket in the organization. By nature, these are very urgent, very diverse and result in a high number of interactions. Previously, these tickets would put great pressure on the call center because customers often preferred this channel as the most suitable for technical issues. The average amount of monthly inbound telephone calls was into the tens of thousands. The concern was that the overall customer experience would suffer from wait times and not being able to have needs met in a convenient and timely manner.

Bouygues’ wanted to significantly reduce the number of inbound calls related to follow up on support tickets, all the while increasing customer satisfaction (measured by Net Promoter Score (NPS).



Bouygues partnered with NGDATA to produce a program that would preempt common customer questions. The premise of the video was to anticipate issues and situations before they occurred, and to educate and inform the customers on their specific Bouygues products/services. In the campaign, a reference is made to the ticket of the customer.

The customer is reassured that the issue related to their specific product is being resolved, and the video communications also explain how and when to be ready for the appointment, and where additional information can be found. Lily’s Customer DNA attributes were used to personalize both the video’s visuals and audio to each customer. Data used included: customer’s name, type of technical issue, if an appointment was made, the appointment details and a temporary solution for the customer’s issue.

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