Twickenham, UK and Newton, MA
August 30, 2011

Telenor Calls Up Neolane For Its Cross-Channel Customer Marketing Conversations

Neolane’s Conversational Marketing Technology Will Be Used to Manage One-to-One Personalised Cross-Channel Campaigns to Reduce Churn and Increase Revenue

Conversational marketing technology provider Neolane today announced a new agreement with Telenor, one of the world’s major mobile operators, with 120 million mobile subscribers and operations in 11 markets. Telenor, headquartered in Norway, will implement Neolane within its Danish operation with the objective of improving customer engagement to reduce churn, increase revenue and raise customer lifetime value.

Supported by Neolane's partner Wunderman in Copenhagen, Telenor Denmark will implement Neolane to create and then manage one-to-one personalised and coordinated marketing dialogues with more than one million customers. These will be across multiple communications channels including print, email and mobile.

Telenor will first use Neolane for personalised newsletters, followed later by other communications. In the future the company also plans to use Neolane to personalise its website content so that visiting customers will be presented with information tailored to their needs, based on earlier purchases and reactions to marketing campaigns.

Whilst offering a single and centralised solution for customer marketing, the Neolane solution also provides Telenor with the capability to enable distributed control over localised content. Using Neolane’s distributed marketing functionality, Telenor can enable local stores to personalise messages with local information, for example adding special promotions depending on what products they have in stock. Also, the corporate marketing team will be able to design a library of campaign templates for stores to select from.

“We chose the Neolane platform for its highly sophisticated cross-channel marketing capabilities and user-friendly interface. A user-friendly interface for the people interacting with the system on a daily basis is one of the key elements in running a successful dialogue with our customers,” said Mads Neble, marketing manager CRM and Online at Telenor. “Neolane will help us to reduce churn and increase revenue per user.”

One example of Telenor’s use of Neolane is for its “Smart Start” campaigns. These are highly individualised welcome programmes based on handset models and subscriptions. The “Smart Start” programmes target both new and existing customers purchasing a new mobile phone. To make it easy and straightforward for all customers to get started, Telenor sends them tips and advice in a series of emails. The goal is to inspire users to discover the mobile world and get the most from their phone. With these proactive campaigns Telenor aims to reduce the number of calls to customer service and stimulate cross-selling, as well as build trust and strengthen customer relationships. Ultimately, Telenor hopes this will minimise churn risk and increase sales, delivering an overall increase in customer lifetime value.

“Our mission is to help Telenor achieve its financial objectives by enabling personalised, relevant customer conversations across all channels, in fusion across both inbound and outbound contact,” said Franck Attia, director of Nordic operations at Neolane.

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