NetCologne and b.telligent

The use of Apteco was crucial for NetCologne to consolidate its position as one of the leading regional telecommunications providers in Germany and to successfully meet the challenges of the market. The main goal was to use Apteco to optimise a wide range of processes for existing customers through trigger-based automation and to target the right customers at the right time. Over the last few years, Apteco has therefore become an essential part in the automation strategy and is used for various use cases. These range from trigger-driven marketing and mail campaigns in the sales area to a next-best-offer campaign that has ran successfully for years as well as complex multi-stage processes.

The importance of customer recovery led to an emphasis on automation with the help of Apteco. In addition to the growing awareness of the importance of these processes, the desire to use a variety of channels and the complex dependencies that had to be taken into account played a significant role in the decision to automate and control the win-back process. The process, which was previously carried out manually via Excel lists and exclusively by telephone, was prone to errors and no longer met the requirements of a modern telecommunications company. After a professional target image of the win-back process had been designed with the help of workshops and coordinated among the company's internal stakeholders, the implementation could start via Apteco FastStats and PeopleStage. The decisive factor was the distinction between two types of customers in FastStats, in order to be able to route them differently in PeopleStage. Two groups were formed; customers to be recovered and customers who should not be recovered. To divide the groups, the specified reasons for termination from the CRM system are taken into account and the customer is assigned to one of the two groups. Customers who cancel due to price or service reasons, for example, are to be won back. Customers who move outside the supply region, for example, should not be won back. If the reason is unknown, it is first assumed that a customer is to be won back. Depending on the classification, the customers are either considered for the win-back process or excluded. In this way, scattering losses can be avoided and only the relevant target group can be addressed with the available resources. Crucial for the success of the win-back process and the acceptance of the measures by customers and internal colleagues was the correct processing of triggers and feedbacks over the entire runtime. With Apteco, win-back could be intelligently implemented through the combination of targeted selections in FastStats and the mapping of all contingencies with process chains in PeopleStage. Through the system-side support, NetCologne achieved a conversion rate of over 30% on the relevant target group.

The Apteco solution is currently used on a customer basis and in the future, the software will also support the automation of object-related communications, for example, in order to automatically control direct mail for entire residential buildings.