The telecommunications market in Germany is facing legal changes in 2024. To meet the new requirements, UFirst developed a pioneering solution for the telco provider PŸUR that successfully transfers customers from collective to individual collection.
Facts
Changes to residential tenancy law in Germany from July 1, 2024 presented PŸUR, a sales brand of Tele Columbus AG, with the following challenge: TV connection costs were previously billed via the ancillary rental costs and must now be billed directly to the tenants. This new regulation requires direct contact with tenants and an improvement in the data quality of property management companies (also known as Hausverwaltungen, in Germany Wohnungswirtschaft), which had previously been PŸUR's customers. As a proven digital business expert*, UFirst took on the conception, design, implementation and operation of a customized platform to meet these challenges.
*Placed second among the best Swiss agencies in the “Business” category in 2023 and one of the most successful web service providers of the last five years.
Tight deadlines coupled with poor data quality – challenge accepted
The initial situation for PŸUR was characterized by tight legal deadlines and the need to ensure a high level of accessibility for tenants. Legal uncertainties and the different conditions of the previous supply contracts made the transformation particularly complex. The aim was to achieve the highest possible conversion, i.e. to convert as many tenants as possible from indirect to direct customers.
This project impressively demonstrates how digital innovation can not only help to manage complex market changes, but also to use them as an opportunity.
Philipp Lehmann
Innovative pay-as-you-go portal with Strapi
UFirst developed a fully customized portal for PŸUR based on software from Strapi (link to Strapi landing page), a data modelling and programming interface framework. This enables PŸUR to integrate contact details of property managers, including logo uploads and declarations of consent. A data protection and addressee-compliant communication and invitation process by letter and e-mail was designed and implemented via a connection to the customer.io communication platform.
The key account management dashboard provides the sales units at PŸUR with insightful information on the process status and helps with follow-up and collaboration with the property managers.
Project highlights:
- Hundreds of campaign scenarios successfully implemented for a wide variety of property management companies
- Fully automated preparation of print data and connection to print service providers
- A/B testing of letters for optimal communication success
- Personalized and semi-personalized campaigns depending on the available database
Fully automated market transformation and data power
The measurement of success will take place around the middle of the year, but enormous customer benefits are already evident:
- Data refinement and optimization for PŸUR
- Automation of marketing processes, E2E* from data record to delivery of the letter
- Extensive campaign tracking possible via customer.io for transparent control
- High data security
- Fully customized solution that meets PŸUR's unique requirements
*E2E: End-to-end business processes are processes in the company that start with the customer or are triggered by them and also end there again.
Seamless transformation for PŸUR
In the midst of the imminent liberalization of the German telecommunications market, PŸUR faced the challenge of seamlessly converting B2B customers into B2C customers via a fully automated portal and successfully refining the administrations' data. This was a completely new and highly complex project for which there was no standard and which was accompanied by many uncertainties, especially legal ones.
The portal is not only a fully customized and fully automated response to PŸUR's needs, but also one that meets the legal requirements.
