2016 Silver IT/Telecommunications

Agency VCCPme

Client O2

Campaign summary Network ‘Boostboxes’ for customers with low satisfaction

Campaign overview

O2 had a declining Customer Satisfaction Index (CSI), a key industry metric. They knew that network quality perception played a big role in CSI movements.

The brief was to improve network quality perception through positive awareness messages to increase CSI, which in turn would increase retention.

Strategy

To boost CSI by one point, network satisfaction must increase by three points. O2 analysis highlighted key cities with opportunities to make gains on satisfaction.

Some 53 cities had the highest penetration of customers with low perception, but the best O2 network coverage.

Using their abundance of data, O2 identified customers with the highest levels of dissatisfaction to deliver hyper-targeted communications. In the second phase analysts worked to understand complaints made about the network and proven poor signal at home or work. A dissatisfaction model based on survey feedback was developed to support the work.

O2 identified customers most at risk of having low perception of the network and the reason, investing in ‘Boostboxes’ to improve a customer’s network signal at home or at work.

Creativity

Rather than telling customers how great they are, O2 proved it with tools and tech personalised to their audience.

O2 brought to life local facts about a customer’s city and network with simple messages: ‘Portsmouth. The UK’s only island city, and home to HMS Victory and your smart O2 Network’, or ‘Check that out - Portsmouth has 99% 4G coverage’.

At O2 Academies customers could live stream Instagram photos and videos to a screen using a hashtag. The work targeted social and website media, so users were instantly informed about the range of O2 Wifi hotspots close to them or reminded of O2 coverage in the area.

They also got a free ‘Boostbox’ to improve signals at home or work. These messages to specific customers made them aware that O2 were listening to them, proving to these customers they could improve their service at a personal level.

Results

The campaign delivered 15 incremental CSI points - equal to an estimated £8.5m revenue over customers’ lifetimes.

The churn benefit played a key role. With 543k customers contacted via SMS or MMS, those who experienced below the line messaging alone delivered an incremental eight Customer Satisfaction Index points equating to an estimated £4.5m over their customer lifetime.

There was a 25% CSI increase post- campaign on customers’ thinking ‘O2 had the best network coverage’ and 18% increase thinking ‘O2 is best for 4G’. The campaign saw an incremental 4.2k O2 Wifi registrations and a 46% increase of O2 Wifi user sessions over the period.

From identifying customers with specific network problems, 56% of customers opened emails offering them a Boostbox and 72% clicked through. 1.6k Boostboxes were given away with satisfaction scores increasing by 126%.

Team

Emma Evans (Customer Experience Programme Manager) • Neil Baucutt (Trusted Network Programme Manager) • Norman Tulloch (Customer Service Performance Manager) • Rebecca Smith (Campaign Manager) • James Watson (Campaign Analyst) • Chris Edney (Customer Analytics Lead) • Joanna Elferink (Senior Analyst) • Pablo Fernandez (Consultant) • Joe Parker (Campaign Manager) • Andy Fitzgibbons (Research Direc- tor) • Richard Vaughan (Account Director) • Josh Hodgetts (Campaign Delivery Lead)

Contributors

LIDA (Email creative) Comet (Campaign deployment) IMI (Campaign deployment) Quadrangle (Research)