Case Study: Telenor SONOFON

One of Agillic’s big success stories has been its collaboration with Danish GSM leader Telenor SONOFON, which deployed the company’s CLM for Prepaid and CLM for Postpaid solutions three years ago. Before implementing Agillic’s technology, Telenor SONOFON struggled to keep its subscribers away from the competition. ”Customers were migrating to other mobile operators with the belief that they could get better products and services at more competitive prices, without realising that Telenor SONOFON could offer them the same if not better,” explains Martin Kildgaard Nielson, CRM Manager from Telenor SONOFON. “This lack of customer loyalty was the result of our inability to communicate more effectively with each of our subscribers and to do so with cross channel synergy. We needed to address this serious challenge before we could improve our performance in the market.”

Agillic provided the foundation for launching a communications strategy that could manage both inbound and outbound communications with each customer. “Agillic’s CLM solution was exactly what we were looking for in a marketing system,” said Martin. “It was designed to support successful customer interactions by delivering one-to-one communication - a capability we were desperate to gain with our core customers. The solution also gave us the potential to build a relationship with each customer over time by learning from every dialogue. It could also support real-time interaction, allowing us to react swiftly to customer behaviours. So if a user clicked on a web link we could automatically send out a message that was pertinent for that moment in time. All of these capabilities helped the company create a targeted marketing campaign that fit the user profile of each individual high value customer.”

The solution offered Telenor SONOFON low cost of ownership as it is based on an On-Demand model which meant there was no hardware investment required and was deployed with little integration to existing systems. The result was an easy to use solution that provided a flexible, on-demand marketing tool giving Telenor SONOFON full control of the content and business rules required to match their business strategy.

With the help of Agillic’s CLM solutions, Telenor SONOFON’s pre-paid and post-paid programmes exceeded the company’s expectations. “Overall we are extremely impressed by Agillic’s solutions and the company’s dedication to our needs, said Martin.” When we evaluated all the marketing programmes we were running at the same time last year we noticed there was a 50 percent churn reduction with our loyalty programme and a 5 -10 percent increase in ARPU. This was the biggest success of all of our marketing campaigns and it cost less than our other programmes. This result is undeniable proof that Agillic’s CLM for postpaid solution works.”

John Strand applauds Telenor SONOFON’s CLM approach to business. “They are one of the few operators around that have maximised the potential of Customer Lifecycle Management. Telenor SONOFON don’t just apply CLM to services- they use it to sell devices as well. Cross selling and up selling is a good part of their business now.” He also adds his praise for Agillic’s technology. “Agillic’s team comes from a background that specialises in using the knowledge of individual communication to deliver results. Seeing is believing in the business world and so far Agillic is one of the few companies around that has a sound business case in CLM. Look at what Agillic has done for Telenor SONOFON’s business. Telenor SONOFON now has the lowest churn rate in the Danish market. Because of low churn they have been able to maintain profitability and keep ahead of the competition.”

John expects that more telecoms providers will follow Telenor SONOFON’s path towards delivering a more individualised service to customers. “There is definitely a big market for CLM in the future,” he says. “Any intelligent operator who understands the importance of one- to-one dialogue will want to invest in this technology.”