Telekom Srbija is rewriting the script for telecom operators, not just in Serbia, but across Southeast and Central Europe. They've thrown traditional tactics out the window and are diving headfirst into data-driven marketing with a fresh gusto that screams 'modern age'. At the heart of this transformation sits SAS—a powerhouse in data and AI.
Redefining Telecom Engagement
Now, who would've thought a telecom giant like Telekom Srbija would morph into a content powerhouse with TV shows, films, and documentaries? As they flex their creative muscles, the challenges in customer engagement grew complex. But they weren't fazed—they roped in SAS to help them tackle these complexities head-on.
Gone are the days of fragmented campaigns jostling for space. Telekom Srbija, with its over 8 million customers, realized mixed messages were costing them. Nine teams were previously working in silos, leading to a chaotic mix of offers and needless costs. With the help of SAS Customer Intelligence 360, they've streamlined campaign management. No more overlapping messages or customer fatigue.
A Unified Approach to Decision Making
It's not just about cleaning up the chaos. It's about getting a coherent messaging strategy that connects with customers at the moment. Telekom Srbija's using SAS's smarts to roll out real-time, personalized campaigns tailored to everyone—right down to the individual. It's the customized touch that's turning heads.
"A message might feel intrusive at one moment but highly valuable at another," noted Natali Deli? from Telekom Srbija. They've embraced the mindset that 'context is everything'.
With SAS Intelligent Decisioning, Telekom Srbija isn’t playing guessing games anymore. They're delivering swift, contextual offers that resonate—whether it's on a mobile device or a web platform.
Harnessing AI to Scale
The gem here is SAS Viya, which gives Telekom Srbija a sophisticated, cloud-born analytics foundation. As Deli? candidly put it, "We knew we needed a platform that could bring everything together." And that's exactly what Viya offers—a central hub for analytics, AI, and more.
There's no shortage of possibilities with Viya. Telekom Srbija is investing in more than just AI—it's a whole new universe of innovation with machine learning and exploring large language models. It's not about playing catch-up; it's about getting far ahead of the curve.
- Analytics, AI, and machine learning converge in one space.
- Support for multiple programming languages keeps teams agile.
- Exploring large language models enhances marketing workflow efficiency.
Now their AI ambitions are soaring, and they're eying every new horizon they can with SAS technology. Telekom Srbija isn't just reactive; they're proactive, building a marketing engine that runs on seamless, modern efficiencies.
The Future of Telecom Engagement
Looking forward, Telekom Srbija is setting the stage for what a modern telecom should be—focused on providing not just connectivity, but an experience that's as personalized as it is engaging. They've moved the needle from traditional telecom into a realm where AI lays the groundwork for everything.
Will Telekom Srbija's bold move to embrace technology pay off? Well, if this reorganization is anything to go by, they're well on their way to not just redefining telecom but leading it. Watch this space, because they're just getting started.
