“Put it in Context” Series No. 3: Lifecycle Events

Posted on July 13th, 2011

So far our series on different contexts has covered usage behavior and billing events. Like billing, there are several other types of events that occur during the average customer’s lifecycle. These events – or what we consider “opportunities” – can include a dropped call, new service/new line/new device added, plan change, service anniversary, birthday, new address, trial ending, or even a competitive promotion. Each event is a chance for you to engage with your customer or at the very least, show that you appreciate their business.

“Traditionally, operators have relied on segmentation schemas and calendar-based life cycle event triggers, such as ‘third month as a subscriber’ or ‘one month before contract renewal,’ to drive customer engagement communications despite realizing the limitation of this approach,” said Glenn Pingul, vice president of products and mobile strategies of Globys. “Globys is helping operators shift their focus from running one-off campaigns that focus on product penetration or campaign lift, for example, to realizing the cumulative benefit of creating an ongoing, relevant dialogue with each customer related to billing information, usage alerts, marketing offers, pre-emptive Care messages, etc.”

With data-driven communications, the messages become personal and are tied to very real, specific events in their lives and their lifecycle as a mobile customer. Some examples might include:

• An SMS apologizing and showing a credit for a dropped call within a day of it occurring
• An email or SMS acknowledging a new service added and providing a few quick tips on how to use it
• A discount coupon via mail, email or SMS for accessories for a new device
• A warning that a trial period is ending and how they can sign up or try other services
• A Happy Birthday message with an accessory discount coupon for use in-store or on the Web

All of these messages can be automated to occur at the right time for your customers, and even to be delivered in the mode that they choose (mail, email, SMS). There are no parameters except the customer’s preferences and the operator’s services. When the operator works to protect the customer from spam and irrelevant marketing – then the customer will be more open to offers and up-sell messages from the operator.

The message on customer service for operators is not great. Many people feel that the operator is just too complex to work with. Data-driven, event-based, personalized messages should erase that concept. Focusing on one event at a time, and being proactive about it, should improve the customer experience as well as their attitude about their mobile service provider.

Try it. The impact on loyalty, longevity and spending could be great.

 

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