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Context

A telecom client wanted to increase loyalty and reduce churn of its customer base

 

Objectives

 

  • ‘Gamification’ and outside expertise to develop approach

 

Our Approach

  • Conduct an analysis of current growth and churn of the customer base to understand which actions/ scenarios lead to the highest churn​
     
  • Conduct workshops with the customer to identify what are key drivers of revenue generation (e.g. customers that call a large selection of phone numbers are those most likely to upgrade mobile subscription)​
     
  • Turn identified drivers into measurable actions and KPIs​
     
  • Develop ‘gamification’ approach based around encouraging identified actions (e.g. 100 pts. if >8 different numbers called in a month)​
     
  • Pilot approach
  • Roll-out to whole customer base​

 

Results

 

  • Initial results show a strong revenue increase for customers engaged in a loyalty program