Project References

Service Line :
Product & Service Management

Telecommunication & Media

The Challenge

  • A telecom client wanted to increase fidelization and reduce churn of it's customer base
  • Client believed this could be achieved through 'gamification' and wanted outside expertise to develop approach

Avertim's approach

  • Conducted an analysis of current growth and churn of customer base to understand which actions/ scenarios lead to highest churn
  • Conducted workshops with customer to identify what are key drivers of revenue generation (eg. customers that call a large selection of phone numbers are those most likely to upgrade mobile subscription)
  • Turned identified drivers into measurable actions and KPIs
  • Developped 'gamification' approach based around encouraging identified actions (eg. 100 pts if call >8 different numbers in a month)
  • Piloted approach
  • Roled-out to whole customer base

Impact and added Value

  • Initial results show strong revenue increase in customers engaged in loyalty program