Develop a system for capturing and converting leads

Client

BeeOne Communications

Location

Geneva

Date

1 October 2019

Sectors

Telephony

Areas of expertise

Marketing Automation

Technologies

Mautic, SugarCRM

BeeOne – Leader in prepaid mobile calls

50,000 customers use BeeOne Communications SA’s telephone services every day. The Swiss company, founded in 2000, has built up a network of nearly 9,000 partner retail outlets (including chains such as Naville, Kiosk and Swiss Post) selling its prepaid cards for international calls.

Since 2010, it has been Switzerland’s leading provider of prepaid cards. Building on this expertise, it has also been offering prepaid mobile phone plans since then, utilising the Swisscom network under the MUCHO mobile brand.

BeeOne is committed both to building long-term relationships with its distribution partners and to providing a cost-effective, no-commitment service to its end customers.

Doubling lead generation performance

In its B2C business, BeeOne enjoyed high traffic on its MUCHO Mobile website but found it frustrating that too many visitors remained anonymous, preventing the company from engaging in more targeted communication with them.

The desired customer journey was as follows: anonymous visitor > prospect known at least by their email address > prospect who has requested a free SIM card > paying customer > loyal customer.

BeeOne’s objective was to double the conversion rate of anonymous visitors into prospects, whilst maintaining a high conversion rate of prospects into customers. The challenge was therefore to identify prospects who had entered their email address so that they could be sent a personalised pitch encouraging them to order a free SIM card – the first step towards topping up that card with prepaid call minutes.

As soon as a company has an e-commerce site, it is immediately in its best interests to implement a marketing automation strategy. 

José Herrero, Director of BeeOne.

Clear objectives for effective implementation and rapid benefits

As the business processes relating to the customer lifecycle are managed via SugarCRM, tight integration between SugarCRM and the marketing automation solution was essential.

Following a point-by-point comparative analysis of two tools on the market carried out by dotBase, BeeOne selected the open-source solution Mautic due to the availability of a connector with SugarCRM, its free licences and its ability to orchestrate multilingual campaigns.

BeeOne had previously engaged dotBase to implement its CRM in 2017 and has once again placed its trust in us.

During the Mautic project, the technical support and the quality of the user training provided by dotBase were invaluable in enabling the solution to be rolled out quickly and effectively.

In practice, the integration between SugarCRM and Mautic has proved to be very reliable and meets the availability requirements of BeeOne’s B2C business.

We have every confidence in the quality of the development work carried out by dotBase. We appreciate their expertise in the solutions they have implemented and the personal touch of their teams.

José Herrero, Director of BeeOne

Several Mautic features are currently being utilised to automate lead capture and follow up with prospects who have started but not completed the registration process.

• Segmentation of prospects according to predefined criteria: pages visited, engagement with email campaigns, etc.
• Tailoring campaigns, messages and content based on previous interactions with the contact
• Easy localisation of content into six languages, with consolidated reporting per campaign
• Personalised content in emails and on landing pages, contextual messaging on the commercial website
• Email campaign KPIs are very easily accessible

Mautic has given us the ability to communicate the right message, at the right time and via the right channel.

Frédéric Prud’homme, Product Director at BeeOne

Spectacular results

From August 2019 to August 2020, the monthly number of anonymous visitors converted into known leads more than doubled (+120 per cent) and the number of converted leads increased by 38 per cent.

We are not yet utilising the tool’s full potential. We can expand and further customise our campaigns to cover the entire customer journey.

For BeeOne, the fundamentals of automation are in place and the first year of using Mautic has been a success.