How Telecom Provider Tango Used SAS to Achieve a 50% Campaign Lift
MARKETINGTECHNOLOGY
SAS Customer Intelligence 360 helps Tango unify its marketing operations to achieve spectacular ROI.
In the fiercely competitive telecommunications sector, achieving high retention and engagement in a multi-cultural, rapidly changing market is a constant battle. Tango, a leading consumer brand under Proximus Luxembourg, was facing this exact challenge. With disparate marketing tools, siloed data, and limited real-time communication capabilities, their marketing team struggled to orchestrate personalized campaigns that truly resonated.
The solution? A strategic shift to SAS Customer Intelligence 360. By adopting the platform, Tango has not only unified its entire marketing operation but has also achieved spectacular results, including a remarkable 50% increase in the effectiveness of its retention campaigns.
The Shift from Fragmentation to Fluidity
Prior to the transition, Tango’s marketing efforts were burdened by complexity and a lack of integration across channels. The new SAS platform solved this by centralizing campaign workflows and providing a holistic view of the customer.
“This is more than a technology upgrade – it’s a new way of doing marketing,” said Marina Hellé, Head of Customer Operations at Tango. “We’re integrating new channels, working in real time and personalizing messages with greater precision. SAS Customer Intelligence 360 allows us to speak the right way, at the right time, on the right channel – with more impact and less effort.”
The platform empowers marketers to create fluid customer journeys, segment audiences using diverse data sources, and instantly optimize campaigns using built-in analytics and AI. This transition is built on three key pillars:
Omnichannel Integration: Providing seamless communication across every touchpoint, including mobile apps, websites, email, and SMS.
Real-Time Personalization: Tailoring offers instantly based on individual customer behavior and eligibility, significantly reducing customer frustration.
Operational Efficiency: Centralizing workflows in a single platform, drastically reducing campaign lead times and manual effort.
Game-Changing Results in Two Key Areas
The 50% lift in retention campaign effectiveness is a staggering figure in the telecom industry and a testament to the platform’s power. Tango achieved this by transforming their customer retention process from a one-and-done paper voucher system into a sophisticated, multi-step omnichannel journey.
Customers nearing the end of their contracts now receive personalized push notifications, banners in the app, and follow-up emails—with paper mail serving only as a last resort.
The second area of major impact is on the company’s website. Tango can now instantly identify whether a visitor is a current customer or a prospect. If a customer is not eligible for a particular promotion, they don’t see it. Instead, they receive a personalized, relevant offer or an alert for future availability.
“The ‘wow’ moment for me was realizing we could prevent customer disappointment by recognizing them on our website and only showing offers they’re eligible for,” Hellé said. “That’s a game changer for customer experience.”
As Tango continues to evolve, the company is already planning to integrate SAS’s upcoming AI module for marketing, which will generate predictive scores—like churn risk or next-best offer—using their own data, ensuring both high performance and data privacy.
The partnership demonstrates that by consolidating fragmented systems into a single, intelligent platform like SAS Customer Intelligence 360, companies can unlock truly personalized marketing that not only boosts conversion rates but builds long-term customer satisfaction.