Telekom Srbija Innovates Marketing with SAS for Enhanced Customer Engagement

Telekom Srbija is taking significant strides to enhance its customer engagement strategies by incorporating advanced AI-driven marketing solutions provided by SAS. As the leading telecommunications provider in Serbia and a substantial player in Central and Southeast Europe, Telekom Srbija is setting new standards in the telecom industry through its innovative approach to modernizing customer interactions.

A Shift in Strategy

In the face of increasing complexity within their marketing operations, Telekom Srbija recognized the need for a unified marketing approach. Previously, the company was operating with nine independent teams, each executing their own campaigns, which led to inconsistent messaging and a fragmented customer experience. This disjointed approach diluted the impact of their marketing efforts and caused unnecessary costs.

Natali Delić, Strategy and Digital Officer at Telekom Srbija, articulated the challenges they faced: “Customers were receiving conflicting offers across channels. We needed a unified approach.”

To address these challenges, Telekom Srbija has implemented SAS Customer Intelligence 360, a powerful AI-driven customer engagement platform. This strategic move consolidates campaign management, allowing for streamlined planning and execution under one roof.

Empowering Marketing Operations

SAS Customer Intelligence 360 serves multiple purposes for Telekom Srbija:

1. Centralized Campaign Management: By unifying the management of campaigns across different channels and teams, Telekom Srbija has eliminated overlapping messages, reducing customer fatigue.
2. Consistency in Engagement: The platform allows for coordinated and consistent engagement, ensuring that the messaging is aligned, relevant, and impactful.
3. Real-time Personalization: Utilizing real-time data, Telekom Srbija can now provide personalized offers tailored to specific customer segments, even targeting individual users based on their behaviors and preferences.

As Delić noted, this new approach transitions the company from broad, segment-based campaigns to more refined and relevant offers tailored for micro-segments. This significant shift not only enhances customer satisfaction but also strengthens brand loyalty.

Modernizing Decision-making Processes

In tandem with these enhancements in campaign management, Telekom Srbija is modernizing its decision-making capabilities. The company is evolving from relying on trigger-based campaigns to a more advanced system that supports fully contextual, real-time engagements with customers.

By integrating SAS Intelligent Decisioning with SAS Customer Intelligence 360, Telekom Srbija can instantly respond to customer actions, providing timely and relevant offers based on current contexts. This agility ensures that customers receive valuable messages when they are most receptive, enhancing the overall engagement experience.

As Delić emphasizes, “Context is everything. A message might feel intrusive at one moment but highly valuable at another. With SAS, we can respond in real time with the right action, at the right moment, through the right channel.”

The Cloud-Native Future with SAS Viya

To support its growth trajectory, Telekom Srbija has installed SAS Viya, a cloud-native platform that integrates analytics, AI, and machine learning. This powerful infrastructure enables the company to explore new possibilities within its marketing strategies.

Delić highlights the importance of this integrated approach, stating, “We knew we needed a platform that could bring everything together. That’s why we chose SAS Viya.” The powerful analytics capabilities of this platform allow for extensive exploration of large language models and artificial intelligence agents, presenting new opportunities for accelerating campaign creation and improving customer engagement.

With SAS Customer Intelligence 360, organizations like Telekom Srbija can seamlessly unify customer data, orchestrate personalized journeys, deliver real-time engagement, and assess marketing performance across various channels. This level of customization and efficiency marks a significant leap towards a more intelligent marketing future.

Conclusion

Telekom Srbija's collaboration with SAS exemplifies how telecommunications providers can leverage AI-driven technologies to revolutionize customer engagement. By implementing unified campaign management and enhancing real-time decision-making processes, the company is well-positioned to provide personalized experiences that resonate with their diverse customer base, ultimately redefining the telecommunications landscape in the region.