A telecoms provider needed to move beyond one-size-fits-all marketing and create campaigns that truly resonated with customers. Optima partnered with the business to design and implement a data-led, automated approach that strengthened customer relationships, improved campaign efficiency, and delivered measurable sales growth.
Context:
Shifts in customer expectations meant generic marketing strategies were no longer effective. Limited personalisation reduced the provider’s ability to engage customers, weakened loyalty, and held back sales growth. The business required a centralised data and engagement platform to generate insight into customer needs, automate campaign delivery, and ensure every interaction was targeted and relevant.
Outcome:
90%+ open rate achieved across five new customer communication channels within six months
250%+ growth in the customer database, expanding reach and engagement
56%+ increase in monthly direct-to-consumer sales
Improved loyalty and stronger customer relationships through personalised, insight-led campaigns
What we delivered:
Assessed marketing processes to identify gaps and build a transformation plan supported by a business case and stakeholder alignment
Designed and implemented a centralised CRM and customer engagement platform to unify and manage customer data
Automated campaign delivery processes, reducing reliance on manual effort and specialised resources
Delivered actionable customer insights, enabling targeted content and personalised marketing strategies
Testimonial: “Optima’s support has proved invaluable in transforming our CRM capabilities to support the subscription service. The single customer view database brings each individual customer into focus, enabling us to better understand and nurture each unique relationship to extend its lifetime value.
We’re a small team managing a massive customer base, so Optima’s help to select and operationalise a customer engagement platform that’s right for our level of resource and technical expertise has rapidly equipped us with new ways to engage and retain our subscribers.”
— Global Head of CRM, Telecoms Provider
