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SoftwareOne case study
Phone House increases conversion rates and customer satisfaction by automating its marketing processes with SoftwareOne and AWS
Phone House has significantly increased its conversion rates and customer satisfaction by automating its marketing processes with the help of SoftwareOne (formerly Crayon) and AWS. This transformation has enabled faster, error-free campaign launches, improved scalability, and strengthened its competitive edge.
Challenges
- Market saturation: Operating in a highly competitive and saturated market, Phone House needed to differentiate itself and stay ahead of competitors.
- Data overload: With vast amounts of market data available, it was challenging to filter relevant information and derive actionable insights.
Project Summary
Partnering with SoftwareOne and leveraging AWS, Phone House automated workflows to enable faster, error-free campaign launches and improve customer satisfaction. The transformation saved time, enhanced scalability, and strengthened its competitive edge.
Business Outcomes
- Improved market responsiveness: With timely insights, Phone House could quickly adapt its strategies to market changes, leading to increased competitiveness.
- IT infrastructure is easier to manage: Improved systems for handling large volumes of data provide greater efficiency and scalability
- Operational efficiency: Automating the monitoring process reduced manual efforts, allowing the team to focus on strategic initiatives.
Phone House is a company specializing in telecommunications services. It combines the sale of devices, accessories, and phone lines with other activities such as insurance sales and mobile leasing.
It follows an omnichannel strategy integrating physical stores (more than 2,000 professionals across its 200+ locations, receiving around 32 million visits annually) with its website/ eCommerce platform visited by nearly 35 million users.
- Client
- Phone House
- Industry
- Retail
- Platform
- AWS Cloud
- Services
- Cloud Services
- Country
- Spain
A fragmented system limits marketing efficiency
To attract and retain customers, Phone House launches marketing campaigns employing various strategic policies such as market segmentation, multichannel communication (social media, email marketing, advertising, content marketing), attractive offers and promotions, and effective investment in customer service to provide fast and efficient support.
All these efforts require a robust IT infrastructure to ensure operational efficiency, advanced data analysis for accurate audience segmentation, seamless integration across communication channels, and real-time monitoring and optimization of campaigns.
Phone House faced limitations that prevented it from fully leveraging the benefits of technology. It operated with disconnected systems and tools; its storage was limited and non-scalable, complicating the management of growing databases. Data extraction and processing were manual, leading to errors and significant time consumption. Additionally, segmentation processes lacked advanced filtering capabilities, and data formatting and preparation for different channels were manual.
Automation becomes the key to staying competitive
Phone House recognized that its technical team was limited and overwhelmed by the manual work required to prepare and launch campaigns, leading to delays in reacting to market opportunities. Moreover, the lack of adequate tools hindered in-depth analysis and optimal use of its millions of database records.
To maintain leadership in a competitive industry, it needed to comprehensively automate its marketing processes, from data extraction and processing to campaign segmentation and personalization.
SoftwareOne and AWS deliver tailored automation solutions
The turning point was the realization of the need for data projects beyond its internal capabilities. Upon deciding to outsource, it found that SoftwareOne’s proposal best matched its budget, expertise in AWS, and strong references. During the project, continuous dialogue between Phone House (Data/ IT/ Marketing) and SoftwareOne teams (two data engineers and one solution architect) enabled SoftwareOne to understand and proactively improve its business logic.
With SoftwareOne's automation, we went from taking weeks to launch a marketing campaign to days or even hours. We invest the savings in operating costs in other areas to improve competitiveness and innovation.
Head of Data at Phone House Spain
From a technical perspective, Phone House’s Oracle environment was migrated to AWS's Redshift storage service using AWS DMS for replication. A data mart was created to organize and more effectively utilize information through analytics. AWS Lambda was employed to automate data collection and generate files for marketing applications. The project included phases of analysis, planning, solution design, and implementation, along with training sessions.
"SoftwareOne's commitment has been absolute. From the beginning, it understood our business and its challenges. Its proposal not only addressed our immediate needs but also considered our growth and future evolution," comments Unai Obieta, Director of Technology and Digital Transformation, Phone House España.
Efficient campaigns drive better results and scalability
Now, Phone House has a modern and robust infrastructure that supports efficient marketing campaign generation and execution, enabling it to compete more effectively.
The main benefits include:
- Automation of manual tasks: Tasks such as data extraction, processing, and loading –prone to errors – have been automated, saving time and resources and allowing personnel to focus on higher-value strategies.
- Error correction of bugs in previous business logic: Rules and criteria are implemented precisely, enabling detailed campaign segmentation and personalization at the right time and in the right manner. This has led to higher conversion rates and customer satisfaction.
- Simplified IT management: Improved systems for handling large data volumes provide greater efficiency and scalability.
- Reduced campaign launch times: The time needed to launch campaigns has decreased from weeks to days or even hours. Data preparation for communication channels is now automated, ensuring consistency and speed.
“With SoftwareOne's automation, we went from taking weeks to launch a marketing campaign to days or even hours. We invest the savings in operating costs in other areas to improve competitiveness and innovation,” says Raquel Martín del Campo López, Head of Data, Phone House España.
By leveraging SoftwareOne's competitive intelligence solutions, Phone House has strengthened its market position and improved its ability to respond effectively to competitive dynamics.
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