Beeline's own retail network is developing and growing - compared to last year, the number of stores we opened has increased by more than 30%. But today, our focus is not only on retail itself, but also on maintaining harmony between all sales channels, from door-to-door agents to modern smart sales channels.

Now we are launching the so-called landing page - this is what is replacing the outdated SMS. We actively practice selling through direct channels of various devices. The client receives a personalized link. By clicking on it, he gets to a site specially developed for him, where he sees a personal offer - for example, phones at a discount. Here he can immediately choose a model, ask a clarifying question, see other available promotions. And in just a couple of touches and clicks, order the product, receive a notification about the order acceptance, choose the office where he will receive it, or do it through our online store.

Irina Lebedeva

Graduated from the Moscow Technical University of Communications and Informatics. From 2002 to 2011, she worked in the MTS Group, where she rose through the ranks from an economist in the financial control service to the director of the marketing department and then the director of customer experience. In 2011–2012, she was the marketing director of the Independence Group, where she was responsible for the full cycle of marketing management and customer support. In December 2013, she headed the marketing department of the Moscow region of VimpelCom, in October 2015 she was appointed the director of mass market marketing, from September 2017 - vice president of mass market marketing, from July 2018 - executive vice president of marketing and brand.

What do such landing pages allow us to achieve? We can now see how the client views messages, which communications he spends more time on, which offer he is ready to respond to. The topics of landing pages are different. Not only equipment and accessories, but also partner services for other companies, telecom services and much more.

As a telecom operator that deals with big data, we know quite a lot about our clients, so we can make the most suitable offer for them, and we will calculate the optimal moment. We are able to assume not only that they will change their device, but also in what price category the purchase will be, what vendor they will choose, what channel for acquisition they will most likely use.

Then, using machine learning, we form a unique combination of which operator will make an offer to which client. For example, we know that older people would be better off being called not by a chattering young lady of 25, but by people 40+. That is, we form a unique pair, which increases the success of sales.

All this ensures the efficiency of our CRM system. The efficiency of our smart sales is constantly growing, and now we make 80% of successful cases.

"Hello, this is Alla!"

Irina Lebedeva: I would like to introduce you to one lady. The lady's name is Alla, she is our new intern. This is our smart bot, with which we target clients. In general, we sell 25% of Beeline retail by bringing in targeted clients.
Alla: Hello. My name is Alla, I am from Beeline. I am calling to find out how convenient it is for you to use our communication services. I will ask you a few questions, the conversation will only take a couple of minutes. Oh, who is this?
Irina Lebedeva: Alla adapts depending on how the client responds, understands the client, is ready to enter into a dialogue. As a result, 98% of those with whom Alla contacts accept the offer, not realizing that a machine is talking to them. A smart machine can sell a lot, it makes thousands of successful sales - it does not have a headache, it is always working.
We created Alla ourselves, made quite a large number of test calls, when we ourselves impersonated clients who spoke to her. She is learning. Now Alla takes into account the client's mood and, for example, what kind of pauses he makes. She can be playful or, on the contrary, serious. We specifically chose a woman, because it is more typical for women to make various pauses and insert interjections. And it is not so noticeable that it is a bot.
Now Alla continues to learn. For example, she learns from the inhabitants of the southern regions of Russia, who are quite specific in terms of speech and are sometimes very verbose, and Alla tries to catch the essence.

Let me repeat, we are talking about selling not only telecom services, devices and related products. Since 2019, we have been acting as an agent for such large industries as banks, insurance companies, and the financial sector. Moreover, the efficiency of our sales is often higher than the channels of these organizations themselves.

The text was prepared based on the materials of the XV annual international forum of telecom operators "Telecom 2019: Expanding the Boundaries into the Digital Future", held by the Vedomosti newspaper on April 16, 2019.

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