Pega and Accenture have jointly launched Intelligent Customer Decisioning as a Service, a cloud-based solution for marketers in the telecommunications sector. 

The solution allows Communications Service Providers (CSPs) to gain a fully operational business team from Accenture to run effective real-time marketing campaigns on Pega’s AI-driven decisioning marketing solutions.

According to the partners, many lack the resources to implement advanced one-to-one marketing capabilities to attract new customers while reducing churn. 

Intelligent Customer Decisioning as a Service helps CSPs improve subscriber retention, acquisition rates, and sales practices,” they said.

For their customers the promise is effective AI-driven marketing strategies to boost performance without disrupting day-to-day operations or requiring additional resources.

Etisalat, a UAE-based telecom provider that maintains over 10 million wireless subscribers and serves nearly one million fixed-line and broadband services providers, was an early adopter of this technology strategy, combining the implementation of intelligent marketing software with consulting services to execute and manage its marketing operations.

By providing better, more personalised offers, Etisalat said it improved conversion rates, campaign performance, and customer satisfaction within the first year of use, including:

  • Significant increase of offer acceptance levels and average revenue per user (ARPU)
  • New offers and products taken to market within hours
  • Multiple systems consolidated to one Pega-based system that reduces handling time
  • One view of customers across channels

“In a crowded telco marketplace, Etisalat needed to distinguish itself by empowering its employees with the ability to market effectively to our existing and potential customers,” said Antonio Ricciardi, VP, consumer intelligence & engagement, Etisalat.

“Accenture and Pega helped us to launch a unified and intelligent marketing solution through which we can now consistently make the best possible offers to customers and prospects. This has helped us transform our business and set ourselves up for future success.”

“As CSPs look to retain and gain new profitable customers, they need the ability to quickly implement effective marketing strategies that engage customers and get results,” said Mark Davies, senior director and industry principal, communications & media, Pegasystems.

“By enabling businesses with a team of industry experts to run intelligent marketing campaigns using advanced AI and decisioning technology, organisations can achieve fast, profitable results with minimal risk and upfront investment, either as a temporary solution or a long-term strategy.”

“At Accenture, we help unify process, technology, and people so our clients can achieve technology and business transformation faster to get the most out of their technology investments,” said David Steuer, managing director and Pegasystems global practice lead, Accenture.

“Today’s Cloud First driven landscape requires organisations of all sizes to combine skilled business resources with advanced technology and managed services capabilities to develop, execute, and manage marketing campaigns that achieve tremendous success in an as-a-Service economy.”

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