Home / Case Studies / Brunei Telco NBO/NBA
Personalising every customer
interaction for Brunei's leading telco.
The challenge
The client operated one of Brunei's largest telco networks, serving over 200,000 cellular subscribers, 100,000 fixed-line customers, and another 100,000 internet users. Despite having a significant customer base, they were leaving revenue on the table.
Customer data sat in disconnected silos, CRM, billing, and third-party sources had never been stitched together into a single view. Marketing campaigns were built on instinct rather than insight, and offers were generic. The result was predictable: low conversion on upsell and cross-sell campaigns, and no way to personalise the customer experience at scale. Campaign preparation alone took over a week, by which point the commercial moment had often passed.
What PGI delivered
PGI-Data embedded a team for seven months to build the foundation and the intelligence layer from the ground up.
- Unified customer data across CRM, billing/transaction records, and third-party sources into a single, trusted customer profile covering all three subscriber segments
- Deep behavioural and transactional analysis to identify usage patterns, lifecycle stage, product affinities, and churn signals across 400,000+ customers
- Designed and implemented a Next Best Offer (NBO) and Next Best Action (NBA) engine surfacing the right offer to the right customer at the right moment
- Built data pipelines and automation enabling campaigns to be configured and launched end-to-end in a single day
- Data quality, integration, and model validation completed before the intelligence layer was applied, no shortcuts on the foundation
Measurable outcomes
unified into one view
conversion rate
turnaround
Technology & capabilities
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