BTL (Beyond the Line) Reinvents Customer Experience with RightCom and RightPlayer

A New Era for Creative Agencies Centered on Customer Experience

In today’s world, where audiences are overwhelmed with content, where consumers are more demanding than ever, and where communication channels multiply daily, differentiation comes through customer experience. It is no longer just what an agency says or creates that matters, but how it engages, supports, and builds trust with its clients.

Against this backdrop, BTL (Beyond the Line)—a creative agency recognized for its innovative campaigns and “out-of-the-box” mindset—has made a strategic decision: to invest significantly in customer experience. To achieve this, BTL chose RightCom, Africa’s leader in customer experience management, and deployed RightPlayer, one of the flagship solutions of the RightCom XP suite.

This partnership reflects a strong conviction: in the marketing and communication industry, creativity must be strengthened by a customer experience that is seamless, personalized, and measurable.

BTL: A Creative Agency Facing New Demands

Since its inception, BTL (Go Beyond the Line) has stood out with bold campaigns, a deep understanding of African cultural trends, and the ability to turn ideas into immersive brand experiences. But the market has changed.

Clients now demand more than creative originality; they expect a transparent, responsive, and continuous relationship with their agency. Brands require:

• Concrete data on campaign performance,

• Simplified, multi-channel interactions with creative teams,

• Real-time feedback loops,

• Full visibility over project progress.

To meet these expectations, BTL needed to go beyond creativity and fully embrace customer experience management.

Why RightCom and Why RightPlayer?

When searching for a partner, BTL needed more than just a digital tool; it required a strategic partner capable of driving a holistic transformation. That’s where RightCom came in.

• RightCom: Africa’s leading customer experience management company, founded in 2013, offering innovative cloud-based CX solutions.

• RightPlayer: a product within the RightCom XP suite, designed as a powerful, multi-support multimedia platform, remotely programmable, and fully customizable.

With RightPlayer, BTL can now:

• Deliver creative content (videos, presentations, marketing assets) across multiple devices simultaneously,

• Stage interactive and impactful experiences for client presentations and brand activations,

• Remotely schedule and manage all content displays,

• Personalize delivery to each client’s context, brand, and objectives.

👉 Put simply, RightPlayer transforms every campaign into an immersive customer experience.

How RightPlayer Transforms Customer Experience at BTL

1. A Powerful, Customizable Multimedia Platform

In the past, BTL’s client interactions relied on fragmented channels: emails, calls, physical meetings, or project platforms. Now, with RightPlayer, the agency has a remote-programmable multimedia solution that broadcasts content across multiple screens and interactive devices.

This creative centralization allows BTL to stage its campaigns and deliver presentations that are more engaging, clear, and memorable for clients.

2. Real-Time Feedback

Every creative pitch, campaign presentation, or brand activation becomes an interactive moment: RightPlayer integrates instant feedback options, enabling clients to share opinions and helping BTL’s teams quickly adjust proposals.

3. Data to Fuel Creativity

RightPlayer provides detailed analytics dashboards to track how content is consumed and perceived. This turns creativity into a measurable process, giving BTL concrete proof of value for its clients.

4. Personalized Customer Journeys

With RightPlayer’s flexibility, every client benefits from a tailored journey—whether a startup, a multinational, or a local brand. This personalization strengthens trust and enhances BTL’s reputation for customer-centric service.

Tangible Results for BTL

Within months of adopting RightPlayer, BTL reported significant results:

• +40% customer satisfaction (based on integrated surveys and feedback)

• 35% reduction in campaign approval times through clearer, interactive presentations

• Higher client retention, with brands re-engaging BTL more frequently

• Improved credibility, as BTL can now back up creative impact with data

“With RightPlayer, we’ve taken a decisive step forward. Our clients no longer just receive a campaign—they live a true experience.” — BTL 

Toward a Customer-Centric Culture

The partnership with RightCom has triggered a cultural shift within BTL:

• Creatives now integrate client impact from the design phase onward.

• Account teams leverage RightPlayer insights to anticipate client needs.

• Leadership has elevated customer experience to a strategic pillar across the agency.

Customer experience is no longer confined to account management—it is now the guiding principle of the entire agency.

A Strong Signal to the Creative Industry

By adopting RightPlayer, BTL demonstrates that an agency’s success depends not only on the originality of its campaigns but also on the quality of its customer experience.

This approach distinguishes BTL in a competitive market and positions it as a benchmark for innovation and client-centricity.

Customer Experience as a Driver of Differentiation

With RightCom and RightPlayer, BTL has transformed how it collaborates and delivers its campaigns. The agency now combines creativity with measurement, innovation with transparency, and content with customer experience.

In an environment where brands seek not just campaigns but partners they can trust, BTL’s strategy makes it a standout player in Africa’s creative industry.

About BTL (Beyond the Line)

BTL – Go Beyond the Line is a Pan-African creative agency specializing in branding, experiential marketing, and digital campaigns. Known for its cultural insight and innovative approaches, BTL partners with both local and international clients to design creative strategies that inspire, engage, and transform.

About de RightCom

Founded in April 2013, RightCom is Africa’s leader in customer experience management. Powered by innovative cloud technology, the RightCom XP suite helps businesses centralize interactions, automate processes, and analyze customer data.

With solutions including RightSurvey, RightDesk, RightQ, and RightPlayer, RightCom turns every customer interaction into an opportunity for engagement and loyalty. Operating in more than 30 countries, RightCom is today the go-to customer experience partner in Africa.