CASE STUDY
Tier-1 EMEA operator leverages AI to boost revenue by 10% with Totogi PlanAI
Key Facts
- 01 Customer
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Tier-1 operator
EMEA - 02 Product
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Totogi PlanAI
- 03 Use case
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Customer value management automation
Churn prevention
Hyper-personlisation - 04 Systems
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Totogi Charging-as-a-Service
CRM - 05 Time frame
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2 weeks to deploy
In brief
A Tier-1 operator in North Africa, a subsidiary of one of the largest telecom groups in the Middle East and Africa serving more than 15 million customers, watched monthly churn climb to 5% amid market volatility and intensifying competition. Its five-person customer value management team relied on disconnected tools and leaned on BI and IT to build segments and run campaigns, so time to market stretched to weeks.
Working with Totogi, the operator deployed PlanAI on Totogi Charging-as-a-Service. Using real-time data and AI, PlanAI identifies at-risk subscribers and triggers hyper-personalized offers in real time. Within six weeks, revenue across the target group rose 5%, with a projected increase to 10% by the third month.
Impact
5% revenue increase across the target group, projected to reach 10% by month three
92% accuracy of the AI churn-prediction models
13% reduction in inactive subscribers within six weeks
105% increase in data usage across the target group
Reducing churn and increasing retention are key KPIs for our team. PlanAI is definitely helping us achieve these business objectives.
Challenge
The operator serves more than 15 million customers across a full range of mobile services. As market volatility and competition intensified, monthly churn climbed to 5%, putting a growing share of the subscriber base at risk every month.
The pressure landed on the customer value management (CVM) team. Five people ran retention campaigns using a patchwork of disconnected, siloed tools. Building a segment meant a request to the BI team; launching a campaign meant a handoff to IT. Each new campaign took weeks to reach subscribers.
That pace was the real problem. In a fast-moving market, a retention offer that lands weeks after a subscriber starts to disengage arrives too late. The team needed to identify at-risk subscribers and act on them in real time, without waiting on other departments.
Solution
The operator deployed Totogi PlanAI, which runs on Totogi Charging-as-a-Service, a serverless, cloud-native charging system on AWS. PlanAI uses real-time data and AI to identify at-risk subscribers and target them with hyper-personalized offers, such as top-up bonuses and discounted bundles, tailored to each subscriber’s behavior and spending and triggered in the moment.
Under the hood, PlanAI runs churn-propensity models built with AWS SageMaker, curated from thousands of tests to find the best-performing combination of algorithms and settings. It uses Anthropic large language models, managed through Amazon Bedrock, to reason about which offer fits each subscriber. Two models score propensity to churn separately for active and inactive subscribers.
The system self-optimizes every offer parameter per subscriber: timing, message format, tone, and delivery channel. It deployed in two weeks and ran initially under human supervision, launching approved campaigns in hours rather than weeks.
Business
impact
The churn models proved highly predictive. Overall accuracy reached 92%, the models identified churners seven times better than random selection, and targeting just 10% of the subscriber base captured 72% of the customers who actually churned. That precision let the CVM team concentrate retention spend where it mattered.
The business results followed quickly. Within six weeks, inactive subscribers fell 13%, offer take-up rose from 4.8% to 7.9%, and data usage across the target group increased 105%. Revenue across the target group rose 5%, with projections pointing to a 10% increase by the third month. Typical customer value management programs deliver a 2 to 3% revenue uplift, and the strongest reach about 5%, so the operator already sat at the top of that range.
Just as important, launching a campaign no longer meant waiting on BI and IT. Campaigns that once took weeks now go live in hours.
About the customer
The customer is a Tier-1 mobile operator in North Africa and a subsidiary of one of the largest telecom groups in the Middle East and Africa. It serves more than 15 million customers with a full range of mobile services. The operator is not named at its request.