A1 is the leading mobile and fixed operator in Austria.
We are part of the A1 Group,
with more than 20 million customers in eight countries.
We were looking for better ways to target and serve our customers
in cross- and upselling, but it was very important to combine
the strengths of artificial intelligence and humans.
AI is moving rapidly, and we needed an expert partner
to work with us and guide us through this transformation.
BCG was dedicated to help us to make our teams better,
our data models, and our processes.
They brought a cross-functional, expert team to develop together with us
a cutting-edge approach of customer management personalization
with focus on value creation.
We have seen an uplift
of our sales conversion rate in some of the campaigns of up to 40%
and down the road that helped us to scale up revenue significantly.
Within 16 weeks,
the BCG team, together with the A1 team,
developed a new data analytics platform,
sophisticated new cross- and upselling models,
they started the first experiments and campaigns,
and they trained more than 300 agents and shop employees.
We evaluated what assets are already available
to come up with a holistic, data-driven platform.
This is a marathon,
it's not a sprint.
BCG guided us as we worked with and empowered
those with concerns to ensure they were fully on board.
It felt very much like a true partnership
and it was a very collaborative effort.
In a shared ideation phase of BCG, BCG X, and the A1 team,
we came up with the Customer Management Buddy.
The idea was to not only come up with better targeting models,
but also display at the front-end
what is the next-best action for a specific customer.
Our combined team
trained pilot teams in the call centers and also in the shops,
then gradually scaled across all marketing teams.
The Customer Management Buddy solution has positioned us to expand deeper
data insights across other functions, particularly by utilizing
AI innovations to better position A1 at all levels.
Moreover, it kickstarted the experimental culture that we have now.
We are now able to spend more time finding out what really matters
to our customers and then scale it in a data-driven way.
We are proud to say that A1’s transformation efforts were recognized
at the 2024 Experimentation Culture Awards.
Winning this award showed
how A1 was ambitiously moving beyond what it had done in the past
to modernize our company and our marketing strategies.
It makes us more relevant for our customers.
If we are more relevant, we are more efficient,
and we are now able to meet the needs of our customers in a better way.