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Telco – Strategy for 1:1 marketing

Preparing the client for world-class customer experience in the age of AI

The client, a Nordic leader in the telecommunications industry, had challenges conveying their customer experience to a clear journey, due to siloed sales and marketing efforts and different technical solutions. To give the customer experience an uplift, Avaus helped the client define a clear target state for the tech backbone and way of working, which created a clear roadmap and a future-proofed vision towards algorithmic one-to-one communication and AI.

Duration: 16 weeks

Team size: 5 people in core team (+subject matter experts)

Team roles: Program owner, Project manager, Strategy consultants owning each stream (total 3) + subject matter experts in Customer experience, Analytics, Technology and Ways of working

Ongoing / project: Project


The occurring CX could be described as fragmented and choppy across channels, which largely derived from siloed marketing and customer service functions. The company was sales-oriented, putting little to no focus on personalisation. This meant that the customer wasn’t receiving relevant communication.


To boost the customer experience, Avaus and the client set the target state for the technical backbone and the way of working. Using collaborative workshops and inspirational sessions, data science and analytics, customer insights, campaign orchestration, optimisation and agile strategy development functions were incorporated into the vision.


A gap analysis, roadmap and internal communication materials for a future-proofed vision that allowed the client to start working with algorithmic customer experiences.



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