The challenge. O2, a commercial brand of Telefónica UK Limited, is a leading digital ... A recent campaign for the Rugb
O2 Campaign Management How IMImobile helps O2 engage their customers, drive loyalty and acquire new customers.
CASE STUDY
The challenge O2, a commercial brand of Telefónica UK Limited, is a leading digital communications company, with more than 24 million customers in the UK. The company has the highest customer satisfaction in the UK of any mobile provider, according to Ofcom. Good, relevant communication with customers is an essential part of that.
Company: O2 Region: United Kingdom
IMImobile started working with O2 five years ago. By creating and managing the delivery of campaigns across SMS, MMS, and email, IMImobile lets O2 deliver personalised communication to their customers, helping the company provide better services, enhance customer satisfaction and increase revenue.
Sector: Telecom
The solution
Product/Solution: IMIcampaign
“You’ve got to be able to trust that your communication to customers will be delivered. We have a lot of trust that IMImobile will deliver”. James Breeze, Head of Marketing
Communication challenges Delivering multi-channel campaigns across your entire customer base is a huge challenge as campaigns have the requirements of a conventional campaign: timing, creativity and impact but with an added complexity of sequencing the messages across different channels and integrating data to recognise customer interactions and responses across different channels. It’s like three-dimensional chess: it’s easy to make a mistake and hard to win. “We had a number of challenges when we first started to think about multichannel campaigns five years ago”, recalls James Breeze, Head of Marketing Operations at O2. “What is the best channel to engage with our customers, how do we adjust campaigns in real-time to improve campaign performance and customer experience, and most important how can we maintain speed and flexibility to adjust to new trends and technologies.”
Operations at Telefónica UK Ltd (O2).
Seeing the challenges around customer engagement, O2 looked for a new supplier to meet their needs and IMImobile fitted the bill perfectly. The firm brought advanced technology, a dedicated team, responsive services and expertise in multi-channel campaigns. Above all, “IMImobile impressed us with their people”, says James. “They have enthusiasm and pride in what they do. They impressed us initially and continue to impress”.
Communication delivered Communicating with 24 million customers is a big job. IMImobile delivers more than 600 million customer interactions across 700 multi-channel campaigns a year, using its Campaign Manager product. This allows the team to target customers, deliver progressive campaigns over multiple messages and across different touch points, reply to customers based on their individual responses and more. “That helps us to be more conversational”, says James, “more contextual; more relevant.” As an example of this kind of personalisation and IMImobile’s innovative approach, IMImobile helped O2 to add geo-fencing capabilities to allow for personalised and targeted marketing campaigns to drive selected customers in to O2 stores. A recent campaign for the Rugby World Cup 2015 delivered great results. “The messages really drove footfall in our stores”, says James.
Results delivered In a crowded and competitive market, IMImobile delivers multi-channel campaigns as part of a managed service that helps O2:
• Maintain its position as a market leader in the UK telecommunications • •
“Over the last five years O2 and IMImobile have developed a fruitful partnership”, James explains, “They’re part of the team. Our targets are their targets. O2’s goals are to enhance its market position and retain its reputation for customer satisfaction. IMImobile is an essential part of the team that makes that happen”.
James Breeze, Head of Marketing Operations at Telefónica UK Ltd (O2).
• •
market Deliver highly targeted and innovative marketing and customer communication campaigns Improve NPS (Net Promoter Score), a key indicator for customer service and satisfaction Acquire and nurture long-term relationships with customers Reduce churn to a record low of one percent
These results have been recognised by independent judges. IMImobile has helped O2 win leading industry awards for its marketing, relationship building and customer service.
Trusted communication partners Not content to rest on their laurels, “IMImobile maximises the effectiveness of our campaigns with consultancy” according to James, and they help us identify capability needs leading to innovative new approaches to customer communication.
Successful campaigns As an example of the way IMImobile supports O2 is the Priority £1 Lunch campaign. Since launch in May 2014 IMImobile engaged O2 customers with 15 million text messages, 10 million MMSs and 26 million emails. The results: O2 Priority now has the highest number of registered customers, increasing customer loyalty. The £1 lunch is also one of the top three redeemed codes via the Priority app.
Get In touch For more information email us at
[email protected] www.imimobile.com
IMImobile enables organisations to maximise the potential of mobile technologies to improve customer engagement. We believe that mobile will sit at the heart of customer engagement strategies for many years to come. We help remove the barriers and complexities faced by organisations by providing a cloud based communications platform and a suite of software products to help our customers rapidly create and deploy mobile user journeys that enable them to reduce service delivery costs, improve marketing and customer service effectiveness and generate revenues.
existing IT systems, complex business processes and customer touch points across mobile, digital and social media channels. Organisations that trust us to deliver smarter customer engagement include Vodafone, O2, Aircel, Airtel, EE, BSNL, AT&T, MTN, France Telecom, Centrica, Betfair, Universal Music, Tata, the AA, the BBC and major financial institutions. IMImobile is headquartered in London with offices in Hyderabad, Atlanta, Dubai and Johannesburg, with over 780 employees worldwide. IMImobile is quoted on the London Stock Exchange’s AIM market with the TIDM code IMO.
Our technologies act as an intelligent software layer between
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