In a dynamic landscape of Brazil's telecommunications sector, Nextel emerged as a pioneer. Despite being the smallest telecom company by market share, it had an unrivaled arsenal of postpaid plans that set it apart. The challenge was twofold: reducing high customer acquisition costs and optimizing performance results. The company's strategic shift involved an intense focus on reducing churn through high customer service and quality, while call center sales found their fuel in online sources such as web interactions, social media ads, and Google searches. This transformation extended to the website, a mosaic of varied content, from technology insights to financial guidance. Pilot projects boosted conversions through diverse languages, visuals, and storytelling. The holistic strategy led to an impressive 2% conversion rate and an average cost of acquisition of R$29, boosting Nextel's online sales by an astonishing 17%. At the same time, a strategic alliance generated synergy, with a payback achieved in less than two months through a shrewd balance between an acquisition cost of BRL 90 and an average ticket value of BRL 50. Through these strategic orchestrations, Nextel's growth trajectory was forcefully rewritten, positioning it as an agile and innovative leader in the telecommunications industry.
