Identifying target cohorts based on the customer behavior, product holding and lifecycle stages, we designed and developed a 1:1 retention program for the base of 2 million consumer customers.
connecting the engine to the comms delivery.
as the Mission, Program and Business Unit (Mobility) lead, i guide the conversion of the business problem to feasible, strategic execution including development of:
Customer value proposition
Targeting/comms strategy
CX journey
Customer-centric communications
Optimization and Post-Implementation Review (PIR) analysis
With the launch of new product construct, existing 2M Consumer mobile customers on legacy plans were at risk of churn.
In order to maximize customer engagement and drive action of re-contracting, we identified key customer moments to tap into and segmented the base into addressable, behavior and tenure based cohorts.
We then developed this as a continued, always-on conversation in 1:1 Salesforce, digital and owned channels with personalized messaging and increased urgency to upgrade on to the in-market plans and add on devices to retain the customers for longer tenure and drive brand loyalty.
