How A1 Telekom Austria Is Using AI to Unlock More Customer Value

By collaborating with BCG and BCG X, A1 Telekom Austria—the leading fixed and mobile operator in Austria—revolutionized its customer management approach. This transformation combined the strengths of humans and AI to drive up to a 40% increase in sales conversions for campaigns, resulting in significant revenue uplift.

To enable A1 to better target and provide solutions for its customers, A1 partnered with BCG, focusing on three critical components:

• A strong, scalable, and connected platform
• State-of-the-art advanced analytics to power personalization
• An agile, experimental way of working across all channels

Within 16 weeks, the BCG X team helped A1 develop a new data analytics platform and high-precision cross-sell and upsell models powered by Deep Customer Engagement AI by BCG X. Together they’ve trained more than 300 agents and shop employees to use the new tool, which was implemented in both shops and the call center, capturing real-time feedback on interactions. AI models now drive cross-selling at scale, with smart targeting and personalized next-best actions to use for customers.

The project has also inspired meaningful change throughout the company, ensuring that A1 continues to move toward a more curious, experimental culture. A1’s transformation efforts were even recognized at the 2024 Experimentation Culture Awards, with the team winning “the birth of experimentation culture” award.

This AI-powered transformation has strengthened the overall customer experience in a data-driven way, delivering more personalized and relevant interactions.

CONTACT
Tibor Merey, Ignacio Hafner, and Alfonso Abella