CASE STUDY — TELECOMS
10×
Ten times the broadband leads from one change of question
Ten times the broadband leads from one change of question
A national connectivity provider was selling products. We defined the audiences first and rebuilt the buying journey around what people were actually trying to do, with personalised gamification carrying them through it.
- Business
- B2B · B2C
- Industry
- Telecoms
- Business size
- Enterprise
- Marketing type
- Growth
- Capability
- Customer experience · Ecommerce
- Technology
- Adobe · Pega · Custom-built
Challenge
A national broadband provider was selling products but was missing a large part of the market. When searching for broadband, the checker gave the consumer two options: yes, which sent them down a sales journey, or no, which was a hard no with no information and no transparency on when they could buy.
With consumers proactively sharing their intent, the brand was wasting an opportunity to engage — it did not know who these people were. They wanted an experience that changed that.
The way they rolled out their network was based on planning data rather than on where customers would buy. Having details of the people who were interested in their services gave them insight into how they could roll out that network better.
Solution
We defined a solution that helped the brand pivot from planning-led to customer-led. We created a new experience that let those who could not be serviced register their interest, gain transparency, and potentially move up the waiting list. We rebuilt the buying journey around what people were actually trying to do, with personalised gamification carrying them through it.
The data from that experience enabled two things. First, it let us build a customer turnover model, which identified the right audiences from those who had registered interest and mapped them into a plan — so the client built where their customers were, rather than where it was easiest to build.
Second, it put customers in charge of their own destiny by gamifying the waiting list. The more people in the same catchment who signed up, the sooner the new services arrived.
MORE IN TELECOMS
SOMETHING LIKE THIS?
Every engagement here is described by sector rather than by name, and is on this site only because it has a number attached. If yours would look like this one, the conversation is the quickest way to find out.