How to convert even more leads into customers

”An excellent solution that many companies working with leads can achieve strong results from.”

Erik Andersen, Managing Director at Boxer A/S

Norlys provides digital TV, broadband, and streaming services to approximately 250,000 customers. Its customers are among the most satisfied in the industry, but competition is intense and companies are constantly competing for their attention. That is why Norlys works strategically with marketing and lead generation across multiple channels and campaigns.

Norlys’ challenge was that too many leads were going cold because processing times were too long. In addition, the lead process was time-consuming and expensive. It involved several departments, different systems, and was often handled manually.

The task was therefore to build a lead management platform that would enable Norlys to efficiently collect, manage, and convert leads from all channels – both inbound and outbound.

RubiqCloud – a platform for data and lead management

It was important for Norlys to have a high degree of flexibility when choosing channels and to be able to launch new campaigns quickly and easily. It was also essential that every lead received fast, relevant, and personalized follow-up – especially to increase conversion. Follow-up by phone was particularly important, as many customers preferred this form of contact. Better use of email and SMS would also significantly improve the customer experience. Data security and GDPR also needed to play a central role, including the collection and management of consent.

Norlys chose RubiqCloud as its central lead management platform. In close collaboration with Fluid and Lego Boye Consulting, the lead process was fully automated. With the new setup, Norlys gained:

• Greater flexibility in the choice of channels, including Facebook, Leadfamly, display advertising, website, and call center
• Centralized collection, matching, validation, and categorization of all leads
• One unified customer view containing customer and behavioral data, consents, and history
• The ability to provide personalized follow-up across channels in real time, based on data and triggers
• Better insight into customer data and clear reporting of results for optimization and performance measurement
• Real-time automation of workflows and system integrations

All leads are collected and managed in real time, regardless of channel. For example, if a customer selects “Call me”, Norlys typically contacts them within five minutes. Digital communication is sent based on triggers, and workflows have been automated. In addition to increasing speed throughout the process, Norlys has also achieved:

• Better opportunities to optimize campaigns and improve their performance
• The ability to create more personalized and consistent customer experiences
• Freed up internal resources while reducing time spent and operational costs
• A stronger overall customer view across digital TV, broadband, and streaming TV
• Detailed documentation for GDPR compliance