Analysis told us that pro-actively identifying and interacting with customers at risk of attrition could reduce churn by up to 60%. Especially when the key message of the communication offered potential savings. As it didn’t make economic sense to reach out to every customer with a phone call, Telus hoped we could develop a wining direct mail piece. Even though a previous attempt with this tactic achieved less than stellar results.

We needed to compel clients to contact their preferred dealer or Telus sales rep to switch their rate plan, add a long distance bundle, or renew an old handset by purchasing a new one.

Clients were selected based on various criteria that determined propensity to churn.

A four page letter was used to provide a detailed account analysis of the customer’s usage and illustrate the savings and benefits that could be gained by making the recommended changes. The letter was personalized by name and business. This enabled the presentation of a professional, simple and individual business case explaining why a client is best off with TELUS, and in particular with their rate plans and/or long distance bundle. The letter detailed the specific savings the business would realize with the recommended bundle based on their historical mobile use.