Telecom Operator Case Study – A comparison between traditional customer acquisition campaign and Xtract’s approach.
Customer
A UK based telecom company that offers broadband, fixed line and prepaid mobile connections.
Challenge
How do you increase the number of subscribers in a highly competitive saturated market where customer acquisition is a top priority of all players?
Solution
Member-get-member is a typical customer acquisition campaign. In such a campaign, the existing subscribers are given the opportunity to gain certain benefits as a reward to getting new subscribers to join the operator’s network. Member get member is also a typical viral campaign, inherently based on the utilisation of social networks between people.
With Xtract’s community marketing intelligence tools, Alpha Users within the network were identified. After the run of the campaign through these users, we measured and compared the number of new customers acquired to the previous methods.
Results
The customer acquisition grew by 25% compared to 4% with using previous marketing methods. These results demonstrate that targeting Alpha Users provides better results in member get member campaigns. An impressive improvement in efficiency.
