2019 Gold Best Use of Data and Insight | DMA
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2019 Gold Best Use of Data and Insight

04 Dec 2019

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Agency: The&Partnership

Client: TalkTalk

Campaign Name: Faster fibre, happier customers

Campaign Overview

TalkTalk had households on the wrong product, with limited capacity that no longer matched their needs - and there was no way to identify them.

Customers were unhappy with their speeds, meaning low satisfaction and a high churn rate. TalkTalk needed to convince them that fibre was the right product for them.

Strategy

TalkTalk built a revolutionary data feed called the Service Index to identify customer broadband issues.
Like a “broadband MOT”, it uses data from across the business to profile customers’ broadband performance and identify service issues.
The data feed was harnessed to contact customers with capacity issues due to multiple device use, creating a poor experience.
Customers were shown why they should upgrade to fibre. TalkTalk undertook focus group research to learn that:
  • Understanding data usage would allow customers to make informed decisions
  • Customers found key terms confusing
  • A chart showing daily usage across the month was key, pinpointing capacity slowdowns
TalkTalk’s data showcased broadband usage and slowdown probability in a compelling way.
Each customer's line capacity was compared to 30-day usage. From this, a targeted communication strategy was created.
Regular reminders were sent to customers about broadband problems.
A new one-click call to action was created to streamline the fibre upgrade process.
Customers could also access real-time broadband performance and self-serve digital diagnostics.

Creativity

Educating customers with clear graphics and everyday language was vital.
The biggest challenge was how to break down all of the data in an accessible and digestible way to highlight they were on the wrong product.
TalkTalk could then recommend fibre to improve speed and experience.

The data team created a usage formula that took the form of a simple visual representation of near-capacity.

Compelling visuals and infographics showed the difference between broadband and fibre with jargon-free language.

An accompanying video used the analogy of a water pipe to explain why fibre is a better fit in everyday, non-technical terms.

TalkTalk's online dashboard My Service Centre was designed to showcase broadband performance data in a highly visual and digestible way, driving engagement.

Results

The campaign has exceeded targets. Conversion rate has exceeded 10%: four times that of previous fibre campaigns and double the target.
Meanwhile:
  • TalkTalk has successfully encouraged over 52,000 customers to make the move to fibre
  • This has resulted in an extra £3.7m in revenue (based on an 18-month customer tenure)
  • There’s been a campaign ROI of 30:1
Through copy and image test and learn, TalkTalk was able to drive up conversion from the initial send to the most recent by 25%.
Based on campaign learnings, one-click ordering has been introduced.

The Team

Victoria Shipton, Senior Marketing Manager, TalkTalk - Louise Bailey, Senior Marketing Manager, TalkTalk - James Porter, Senior Account Director, The&Partnership - Jessica Metcalfe, Senior Planner, The&Partnership - Sophia Goodall, Customer Marketing Manager, TalkTalk - Emma Brennan, Customer Marketing Manager, TalkTalk

Contributors

Moveable Ink

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