Project Description

TELCO

VALUE ADDED SERVICES CROSS-SELL

Background

The Client, a multinational Telecom company, wanted to improve ROI of their sales of Value added services (VAS) and thus increase customer loyalty.

Challenge

All customers would receive the same email communication about VAS.
The hypothesis was that ranking VAS in communication and selecting only those which are relevant, would increase conversion

Solution

The Client sent personalized emails, in which the subject line was the #1 predicted VAS, and only showing a maximum of 2 most relevant VAS.

Results

The case outperformed historic campaigns and the control group.

Open rate and Click through rate were significantly higher.

79% of customers who converted, purchased the top #1 scored VAS.

88% of those who converted, purchased either the top #1 of #2 highest scored VAS.