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Using Optimove, Melita’s team gains easy access to unified customer data, orchestrates multiple channels in unison, and leverages AI to drive CRM Marketing at scale.

About Melita

Melita Ltd. is a Maltese telecommunications company established in 1992. Melita is a quadruple play provider that serves more than 75% of Maltese households. Its products include high speed Internet, High-Definition Digital Television, Fixed Telephony, and 4.5G Mobile.

The Challenge

In 2017 Melita’s ownership set in motion a plan to grow the company in part by focusing on CRM Marketing. Specifically, the company wanted to increase multi-product customers and upsell existing ones.

However, to that date, the company’s CRM efforts were highly manual. For example, it would take 4.5 hours to define segments, identify and allocate customers to each, and ensure they are loaded to the relevant channels for campaign execution.

As a result, Melita was looking for a scalable, next-generation solution that would power its CRM efforts for years to come.

Benefits by the Numbers

By adopting Optimove’s CRM Marketing Hub. Melita has observed significant improvements in key metrics, including:

  • Doubled number of campaigns surpassing the 290 monthly messages
  • Reduced campaign launch time from 4.5 hours to 10 minutes
  • Attained a Live Customer monthly communication ratio above 90%