Newfound Agility Improves Customer Experience and Fuels Faster Growth
Entel's digital transformation has embraced organizational and cultural change alongside the modernization of its IT architecture. The company has reimagined business processes rather than just copying and pasting its old ways of working.
The benefits are clear to see. Despite increased competition, Entel's mobile customer base increased by nine percent in 2021; and the company took a 39.2 percent share of industry revenue in the last quarter of 2021.
Moreover, more efficient digital channels and processes have contributed to increasing profit—compound average organic EBITDA grew 14.3 percent from 2019 to 2021.
The enhanced user experience and increased functionality of Mi Entel have increased user adoption. Monthly active users climbed from 630,000 in 2017 to one million by late 2019 and two million by 2021. Meanwhile, Mi Entel's net promoter score rose from 60 percent in 2019 to 75 percent in 2021/22.
As more customers favor the mobile app, Entel benefits from channel shift, with fewer customers needing to visit stores or phone the contact center for services. Mobile app customer payments have risen 77 percent since 2019, and top-ups have risen 85 percent in the same period.
An example of Entel's widening portfolio of OutSystems apps is the roll-out of a new integrated desktop app to 6,000 retail and contact center employees. "We're replacing an old Java app, and other standalone apps with an OutSystems app called OneTouch," says Eduardo.