Telecom : Strategizing and Testing | Building Relationships

Building Relationships Business Challenge The largest wireless company in the U.S was experiencing excessively high attrition rates. A number of reasons were identified as being contributing factors, the two main ones being: Newly introduced telecom legislation enabling wireless consumers to easily port their telephone numbers to new carriers upon switching Flooding of the market with new wireless products giving consumers a greater selection of choices coupled with competitive comparison shopping. Solution thinkSmart worked with our client to create a comprehensive customer relationship management (CRM) and marketing programwith the goal of improving customer satisfaction, increasing cross-sell and up-sell inititatives, and improving visibility across products. We worked on increasing the number of customer communication touch points throughout the lifecycle of a customer. Advanced tracking and analysis processes were established to predict customer activities at all points in their lifecycle. Business Results Having insight into customer behaviour across all points of a customer lifecycle enabled the marketing organization to improve communications and marketing efforts to customers taking definitive action based on knowledge. Retention rates increased and cross-sell and up-sell programs became highly effective.