Accrease for Telmore

THE POWER OF PERSONALIZATION: TELMORE’S APPROACH TO SUSTAINABLE BUSINESS GROWTH

1. BACKGROUND

Much has been said about the very competitive telco market in Denmark

Approximately 30% of customers switch providers every year. In many ways, ‘The Game’ remains the same; Make sure you have the right products at the right price and remain Top of Mind.

Easy, right? Not so much, actually. The Conditions under which the game is played is changing. Meaning that the Consumer Preference is not as easily obtained as previously, and our window of opportunity is closing faster than it used to when it comes to delivering increasingly relevant offers, solutions and communication.

Whenever Netflix, Tesla or even MobilePay creates new technological and usercentric solutions – the ripple effect of those demands eventually hits everybody else.


Strategic ambition to deliver better customer experiences

Telmore has a strategic ambition to deliver better customer experiences, improve digital presence and profitable growth through an increased share of digital sales.

Customers acquired via digital channels have a higher profitability and Customer Lifetime value (CLV).   This, combined with rising customer expectations, led Telmore to focus on delivering hyper-personalized experiences - everywhere and anytime.

 

Telmore faced 3 primary business challenges:

  1. Increase share of digital sales to increase profitability.
  2. Improve cross sales to existing customers (a key driver in customers retention)
  3. Improve customer experience.

 

To address the business challenges, marketing and communication did a thorough analysis and concluded the following:

‘One Size Fits all’. Generic digital communication failed to meet individual customer needs.

‘No Digital Customer Journeys’. Inconsistent and siloed communication across channels: web, app, email and paid) created a fragmented customer experience.

‘No updated source of Customer Truth’. No centralized view of customers and prospects resulted in lack of insights into individual customer’s changing needs and behavior.

The predominance of generic digital communication and inconsistent messaging across various channels hindered Telmore's ability to provide a consistent personalized experience for prospects and existing customers.

Moreover, this experience was further challenged by a siloed structure between email, the website, and Mit-Telmore due to manual and resource-intensive processes.

Audiences were not synced frequently with paid media channels (Facebook, Google and more) and customer match rates in paid channels could be improved, resulting in wasted media spend on already-known customers.

2. SOLUTION

Telmore transformed their scattered tech stack and centralized an all in one coherent martech stack

During 2023 Telmore transformed its scattered tech stack and centralized all in one coherent martech stack from Adobe. Allowing for digital communication with highly targeted offers and content to 1.5 million unique profiles and more than 700.000 customers.

With that, the ability for creating unique experiences in endless combinations on web, app, in emails and paid media.

Another step towards realizing commercial ambitions was to utilize the power of AI to serve the optimal offer in realtime via a sophisticated audience strategy.


Main components in the strategy

#01

Foundation and Strategy

A solid data foundation and strategy, focusing on first-party data

#02

Centralized Profile

A centralized real-time customer profile (combining CRM and online behavior)

#03

Automation

An automated and AI powered segmentation and audience strategy

#04

Personal Communication

Personalized communication and Journeys across channels

#05

AI models prediction

Use of AI models to predict churn risk, propensity scores and offer ranking

#06

New ways to work

New ways of working with audiences, content distribution and experimentation

Improving customer experience in 3 key areas:

The right offers, at the right time, at the right place.
Using AI and machine learning, Telmore can personalize and prioritize offers based on individual customer preferences. For example: customers at high risk of churn or those who have recently visited specific product categories get different offers and content. AI models allow Telmore to calculate a propensity score to predict specific visitor interest and needs.

Many types of offers and content was used: Hundreds of combinations of content and offers based on user behavior.

Next Best Offers - Differentiated prices to existing customers


Tailored benefits to existing customers (discounts, events and more)

Abandoned flow offers and emails triggers for multiple product types
Cross sales offers – e.g. offering Internet to Mobile voice customers
Promoting specific self-service options, e.g. Payment options or new features
Addons to subscriptions e.g. Telmore Musik or Streaming services

1-1 automated personal communication and offers. Telmore automated email campaigns and real-time personalized content based on customers behavior and history.

Telmore serves tailored communication to the individual customer in direct channels:
1-1 Email communication

Customer Journeys across emails, web and app
Mit-Telmore, Customer benefit section on web and app

Centralized offers and consistent communication. Telmore centralized their offers and consistent communication across channels

Telmore leverages a centralized offer decisioning management system to ensure a cohesive customer experience across all digital channels

Including the website, mobile application, emails, and paid advertising. Customer segments are also automatically shared with paid media platforms.

3. RESULTS

And it worked. Highest Digital Sales in 2023

Telmore achieved the highest Digitals Sales in 2023 in the company’s history:
Digital Sales growth rate of 21% in 2023 compared to 2022.

Digital Sales Growth rate H2 2022 to 2023 H2 of 32%.

Cross sales to existing customers were improved with 25% in H2 2023 vs H1 2022, leading to increased value and retention.

Moreover, Telmore has experienced significant increases in conversion rates across digital channels, ultimately resulting in improved operational efficiencies, increased profitability and enhanced customer experiences.

 

"Our personalized communication strategy has not only boosted digital sales to record levels but also strengthened customer loyalty, leading to a significant increase in sales and cross sales. By tailoring solutions to individual preferences, we've enhanced the overall customer experience, delivering tangible value and fostering long-term satisfaction."

Frederik Grønlund Scholten, Telmore.

Telmore has seen the following results on the main use-cases:

60%

11%

19.5%

7-11%

Profiles: 60% of the over 700.000 customers have a stitched profile with both CRM and behavioral data (with cookie consent), leading to better personalization.

Telmore.dk: Achieved an 11% increase in conversion rates to sales orders through personalizing banners and web elements based on visitor interest and behavior.
Mit Telmore / Kundefordele – 20.000 customers choose to visit the Customer benefit section per month across on web or via the app, leading to thousands of cross-sales.

A 19.5% increase in match-rates led to savings on media spending due to better targeting capabilities for including and excluding visitors and customers. More efficient media consumption and higher customer matching rates have optimized marketing expenses.

E-mails: Emails are well received by customers with open rates of 80% and 40% clicks on emails links. Best of all, the e-mails convert to hundreds of additional sales. E-mails convert 7.8-11% to orders.


In summary:

This transformation program has not only improved the customer experience but has also had a direct and significant impact on the bottom line. These results illustrate how in-depth insight into customer data and behavior can transform a company's marketing strategy and create substantial value for customers and the company itself.


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 From Accrease

Senior Director

Maria Aagaard

Senior Consultant

Santosh Kumar

Senior Consultant

Tohid Chaudhary

Senior Project Manager

Hayat Idrissiy

 From Telmore

Online Sales Manager

BOLINE ROSENDAHL JOHANNESSEN

Senior Auto. Marketing Manager

THERESE DAMKJER CHRISTENSEN

Data Analyst

SØREN AUGUST KLINKEN

Site Manager

JAN JUL TOMCZYK

Commercial Manager

SIMON HOLM OLSEN

Digital Traffic Manager

KRISTIAN KRØYER

Marketing Campaign Manager

CHRISTIAN VESTERGAARD FRANDSEN

CMO, Marketing, Digital & Kunder

FREDERIK GRØNLUND SCHOLTEN

Afdelingschef for kunder

JONAS REIMER CHRISTIANSEN

Product Owner

JENS MOESGAARD KRING

Senior Frontend Developer

SANKET DHOK

Consultant, Adobe Experience Platform & Cloud

BRIAN EGERUP KJÆRULFF

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DK: +45 89 871 101

SE: +46 8 446 891 01
NO: +47 75 98 71 01

 

CONTACT

[email protected]
DK: +45 89 871 101

SE: +46 8 446 891 01
NO: +47 75 98 71 01

 

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