TALKTALK IRELAND RESCUE STRATEGY

DATE: 2009 ONGOING

Objectives

As customers finish their contract, they have a greater potential to leave. Research showed that people were attracted by the offers and incentives that other companies were providing and felt that they did not get them from their existing contract.

Execution

Using a database-driven letter and supporting material, TalkTalk provided tiered incentives for customers to renew or change contracts. Customer segments were allocated accoding to pervious behaviour and life stage. Early indications showed that this received one of the highest response rates of any direct mail campaign produced by TalkTalk Ireland.