In 2007 the telecommunications industry was a very competitive and complex environment; the market was saturated with heavily subsidized deals, and brand loyalty was a fading principle. Orange UK, then the third-largest network provider, faced its toughest challenge—how to retain customers while controlling the investment in them. 

To tackle the problem it was clear that a number of changes were required with focus placed on the organizational structures and technical systems required to effectively implement an improved retention strategy.

The Centralized Decisioning Program was established to deliver a series of business change initiatives that supported the company’s goals.

 
 
 

Business Challenges & Goals

In 2007, EE faced its toughest challenge—how to retain customers while controlling the investment in them.

They envisioned a central “decision hub” that delivers actions and offers in any channel aligned to customer value and customer needs. 

They were looking for effective ways to:

  • Increase revenue per customer
  • Use a real-time customer context to increase acceptance rate
  • Improve customer experience by offering the right products
  • Reduce operational costs by making the right offers