BACKGOUND
The customer lifecycle team within a cellular provider was segmented into key business functions such as acquisition, loyalty, cross sell, regulatory, retention and win-back. Each segment had its own leader and its own set of goals.
CHALLENGE
The provider needed a partner to help organize and present all the lifecycle communications to its customers under one cohesive and unified voice.
STRATEGY
One senior point of contact was assigned to become the client expert. All retention projects are coordinated through this one contact to ensure target audiences do not overlap, key messages remain consistent and communications seamlessly transition from one area to another.
As most individual projects utilize a multi-touch strategy, including a combination of text messages, email and direct mail, the lead was also an expert in all channels. She understood MMS and SMS benefits and limitations, helped guide email messaging and troubleshooting programming, and commanded direct mail best practices and facilitated print production with the letter shop.
Our point person was also responsible for the overall health of the account. When strategic recommendations were needed, she pulled together a senior team and lead them through the scenario until they produced the best recommendation for the client. Throughout the years, the lead also gathered a team to prepare a competitive analysis to set the stage for future strategy.
RESULTS
We were able to unite the teams to organize and present all the lifecycle communications to its customers under one cohesive and unified voice. Additionally, because our team was able to view the lifecycle in its entirety, we were able to help uncover redundancies and lost opportunities.
By having one central point of access to an entire team of experts, the client also had the confidence that their account was flawlessly managed. Through our lead, we became an extension of the internal team and served as the final check point for all the strategic executions.
