Overview of Case

Operating in one of the world’s most fiercely competitive wireless markets, Telenor Sonofon competes against a wide variety of communication service providers, this placed huge pressure on Telenor Sonofon to strengthen customer commitment for its own products and services.   It was not prepared to lose market share as it knew it could provide the best products at the best prices but it needed to find an effective way to communicate the relevant packages to the relevant customers by:

• Reducing churn with individualsed marketing approach
• Adding relevancy of message to all communications
• Ensuring consistency of message across SMS, MMS and the web
• Putting the customer in control of the timing of messages
• Winning the trust of the customer

Project Details

To meet the above objectives Telenor Sonofon successfully deployed Agillic’s CLM for Postpaid solution on an On-Demand basis.   The solution enabled Telenor Sonofon to introduce a loyalty programme aimed at its high value postpaid customers.  It took advantage of a number of highly interactive customer lifecycle marketing concepts which provided the foundation to execute programmes that successfully engaged customers to register and remain in the programme.  Each was designed to build relationships, increase loyalty and provide opportunities to cross and up sale other products and services.

Results

In year one:

•  35% of high value customers joined the programme
•  Lowered churn rates to one of the lowest levels ever achieved
•  Churn reduced by 50% in first year
•  ARPU increased by 5-10%