A1_BCGWEBVTT

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A1 is the leading mobile and fixed
operator in Austria.

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We are part of the A1 Group,

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with more than 20 million customers
in eight countries.

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We were looking for better ways to target
and serve our customers

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in cross- and upselling,
but it was very important to combine

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the strengths of artificial intelligence
and humans.

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AI is moving rapidly,
and we needed an expert partner

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to work with us
and guide us through this transformation.

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BCG was dedicated to help us
to make our teams better,

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our data models, and our processes.

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They brought a cross-functional, expert team
to develop together with us

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a cutting-edge approach
of customer management personalization

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with focus on value creation.

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We have seen an uplift

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of our sales conversion rate
in some of the campaigns of up to 40%

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and down the road that helped us
to scale up revenue significantly.

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Within 16 weeks,

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the BCG team, together with the A1 team,

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developed a new data analytics platform,

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sophisticated new cross-
and upselling models,

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they started the first experiments
and campaigns,

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and they trained more than 300 agents
and shop employees.

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We evaluated
what assets are already available

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to come up with a holistic,
data-driven platform.

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This is a marathon,

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it's not a sprint.

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BCG guided us as we worked with
and empowered

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those with concerns
to ensure they were fully on board.

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It felt very much like a true partnership

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and it was a very collaborative effort.

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In a shared ideation
phase of BCG, BCG X, and the A1 team,

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we came up with the
Customer Management Buddy.

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The idea was to not only come up
with better targeting models,

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but also display at the front-end

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what is the next-best action
for a specific customer.

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Our combined team

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trained pilot teams in the call centers
and also in the shops,

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then gradually scaled across
all marketing teams.

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The Customer Management Buddy solution
has positioned us to expand deeper

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data insights across other functions,
particularly by utilizing

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AI innovations
to better position A1 at all levels.

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Moreover, it kickstarted
the experimental culture that we have now.

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We are now able to spend more time
finding out what really matters

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to our customers
and then scale it in a data-driven way.

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We are proud to say that A1’s
transformation efforts were recognized

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at the 2024 Experimentation Culture Awards.

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Winning this award showed

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how A1 was ambitiously moving
beyond what it had done in the past

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to modernize our company
and our marketing strategies.

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It makes us more relevant
for our customers.

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If we are more relevant, we are more efficient,

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and we are now able to meet the needs
of our customers in a better way.