Tim Ultrafibra: Attracting new customers with seamless digital experiences

TIM Brasil is one of the top Brazilian telcos and a subsidiary of the TIM Group.  Founded in 1995, the company pioneered the launch of EDGE technology and multimedia messaging services (MMS) in the country and was the first to offer 3G Internet in prepaid mode, showcasing its commitment to innovation and exceptional customer service. 

TIM Ultrafibra, part of the TIM Group, is a leading player in Brazil's highly competitive broadband marketplace. The company embarked on a digital transformation journey with CoreMedia to enhance customer experiences and streamline their digital operations. In just two years, TIM Ultrafibra has seen remarkable growth and efficiency improvements, aiming to become the second-largest broadband provider in the country.

The Brazilian broadband market is exceptionally competitive, with different leaders across its 27 states. TIM Ultrafibra faced significant challenges when trying to consolidate its position. Upon joining TIM Brasil, the new leadership recognized the need for a comprehensive digital overhaul. The existing digital landscape was fragmented, with multiple, unintegrated systems and agencies, leading to inconsistent customer experiences and inefficiencies. 

Key challenges: 

• Disjointed digital systems and agencies 

• Lack of real-time access to customer data 

• Inefficient and non-integrated customer relationship management (CRM) systems 

• High cost per acquisition (CPA) 

• Limited market reach within Brazil

To address these challenges, TIM Ultrafibra partnered with CoreMedia to implement a robust digital transformation strategy. This strategy focused on three main pillars: Brilliant Basics, Data-Driven Decision Making, and Customer Centricity. 

1. Brilliant Basics: The first step was to establish a strong digital foundation. This involved integrating various media sources and customer touchpoints into a single, cohesive platform powered by CoreMedia’s Engagement Cloud solutions. 

2. Data-Driven Decision Making: By centralizing data, TIM Ultrafibra gained real-time insights into customer behaviors and preferences. This data-driven approach enabled the team to make informed decisions, optimize marketing campaigns, and personalize customer interactions. 

3. Customer Centricity: Transforming to a customer-centric model meant unifying all digital touchpoints, ensuring that every interaction was seamless and tailored to individual customer needs. This was achieved by automating workflows and providing personalized recommendations across multiple channels. 

CoreMedia played a pivotal role in unifying TIM Ultrafibra’s digital ecosystem. Previously, separate CRMs and fragmented data prevented a cohesive customer experience. With the new solution, it was possible to integrate various media sources such as the Contact Center, AdCenter, and both paid and organic channels into a single platform. This unification synchronized key customer interaction points like the Checkout Page, Live Chat, Click2Call, Inbound Campaigns, Chatbot and WhatsApp. 

This integration provides real-time access to customer data, enhancing audience synchronization and enabling the automation and customization of customer journeys. Now, TIM Ultrafibra can offer personalized recommendations and allow customers to choose the channel that best fits their needs. Full visibility of the customer journey also allows the company to classify order statuses, automate workflows, and continuously enrich customer data, ensuring the customer experience is always evolving and improving. 

The digital transformation delivered significant results for TIM Ultrafibra, allowing the company to expand its market reach and impact close to 200 million users monthly, solidifying its position in the broadband market. The transformation led to a 209% increase in conversions and a 53% reduction in cost per acquisition. This partnership showcases the power of a well-executed digital transformation strategy. By focusing on the fundamentals, leveraging data-driven insights, and prioritizing customer centricity, TIM Ultrafibra has not only improved operational efficiency but also delivered exceptional customer experiences. This transformation has positioned them well on their journey to becoming the second-largest broadband provider in Brazil.