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Cox Communications Engages Customers with Customized Rewards - PODi Case Study

October 2, 2013
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Vertical Market: Other—Cable
Business Application: Direct Marketing/Loyalty/Traffic Generation

Business Objectives
Cox Communications is the third largest cable company in the United States with over six million subscribers. As an industry, cable companies experience great competition and a high rate of customer churn. To improve customer retention Cox Communications wanted to be proactive in engaging and rewarding its best customers.

It needed a direct marketing campaign that would:

  • Recognize product bundle customers—those that receive TV, Internet and phone service through Cox
  • Learn about and address any customer dissatisfaction
  • Drive traffic at Cox Solutions Stores to increase opportunities for selling additional products

Results
Working with its marketing service provider, Paradise Design, a direct marketing campaign was developed that engaged bundle customers and encouraged them to visit a Cox Rewards microsite.

  • 9.6 percent visit rate—7,362 recipients visited their personalized microsite via a Personalized URL or QR Code
  • 8.8 percent response rate—6,796 recipients completed the online survey at the microsite and received their rewards book
  • Cox Solutions Store educational classes were filled to capacity representing over 2,000 visitors—Five different stores in Orange County and Palos Verdes, CA, participated in the program. Each store held a monthly class with a maximum attendance of 36
  • Cox identified and addressed customer concerns immediately

Campaign Architecture
Personalized postcards were sent to 77,000 Cox bundle customers offering a special reward for their loyalty. Recipients were directed to visit a personalized microsite which could be accessed via a Personalized URL or a QR Code. The majority of responses came in via the Personalized URL.

Once on the campaign site customers were asked a few questions regarding their satisfaction with Cox and their interest in other Cox services. A "Thank You" e-mail was delivered to customers immediately following survey completion. If the customer expressed an interest to learn more about selected Cox services they received an additional e-mail with that information.

Customers who filled out negative satisfaction ratings were called by a customer service representative within a few hours. This was a key part of the campaign as Cox had not previously had a systematic way to identify and respond to areas of customer dissatisfaction.

Two follow-up e-mails were sent to non-respondents—the first, four weeks after the postcard was mailed and the second after an additional three weeks.

 

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