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
