#None #SAS #Tango #Customer Intelligence

Transforming Marketing at Tango

In the fast-paced world of telecommunications, standing out can be a challenge, particularly for a brand like Tango, part of Proximus Luxembourg. The company faced significant hurdles in orchestrating campaigns that effectively engaged their diverse and multicultural audience within a limited market. With fragmented marketing tools and siloed data, delivering personalized campaigns was becoming increasingly difficult. That's where SAS Customer Intelligence 360 stepped in.

The Challenge

In a competitive landscape, Tango recognized the urgent need to enhance its marketing strategies in order to boost customer engagement and retention. Their previous approach, characterized by a disjointed array of tools and insufficient real-time capabilities, led to missed opportunities in connecting with their customers. According to Marina Hellé, Head of Customer Operations at Tango, the goal was straightforward yet ambitious: to make marketing operations seamless and effective across various channels while achieving significant returns on investment.

Enter SAS Customer Intelligence 360

With the adoption of SAS Customer Intelligence 360, Tango has transformed its marketing landscape. This powerful platform enables unified marketing operations and personalized customer journeys, which have proven crucial for the telecom brand's success. The results were swift and substantial—a striking 50% increase in the effectiveness of retention campaigns.

“This is more than just a technology upgrade; it’s about fundamentally changing how we approach marketing,” said Hellé.

SAS Customer Intelligence 360 empowers Tango to deliver impactful communications across the right channels at optimal times, thereby enhancing engagement with precision and less effort. The key features contributing to this success include:

• - Omnichannel Integration: Ensuring cohesive communication through various platforms, including mobile apps, websites, and email.
• - Real-time Personalization: Tailoring customer offers to individual behaviors, enhancing satisfaction levels while decreasing frustration.
• - Operational Efficiency: Streamlining campaign workflows and significantly reducing lead times, allowing for faster market responsiveness.

Enhancing Customer Experiences

Tango's marketing team discovered that the tailored approach of SAS Customer Intelligence 360 could significantly enhance customer experiences. Rather than relying on traditional methods like sending paper vouchers, the company now employs a multistep omnichannel journey for their retention campaigns.

New Campaign Structure

1. Push Notifications: Immediate alerts via mobile apps and websites ensure customers are aware of relevant offers.
2. Follow-Up Emails: If there's no immediate engagement, follow-up emails reinforce the offer and nurture interest.
3. Paper Mail as a Last Resort: This method only serves customers who remain unresponsive, emphasizing efficiency.

In tandem with these updates, Tango can now adjust its website dynamics in real time based on whether a visitor is an existing customer or a prospect. This means that customers won't see promotions for which they aren't eligible, leading to a more efficient shopping experience and higher conversion rates.

A Future-Forward Approach

Looking ahead, Tango is set to harness SAS's forthcoming AI module, which will enable predictive analytics such as churn risk assessment and next-best offer recommendations. This capability allows Tango to act quickly on its own data while ensuring data privacy.

“With SAS Customer Intelligence 360, we’re not just improving our marketing strategies; we’re elevating them to a smarter, faster, and more respectful level,” concluded Hellé.

By redefining their marketing framework utilizing SAS Customer Intelligence 360, Tango is not only achieving record results in campaign performance but is also setting a new standard for customer engagement in the telecom industry. The partnership exemplifies how modern data-driven marketing can turn challenges into remarkable successes. To learn more about SAS Customer Intelligence 360, visit their official website.