Airtel

Customer Win-Back Campaign

The business challenge

Airtel was losing a lot of customers month after month. This could be the result of many reasons.

Strategy & Execution

Better plan at a better price from competition
Someone totally dissatisfied with the service & network
Connectivity issues whilst traveling out of town

Most importantly Reliance JIO disrupted the total industry with its aggressive plans and marketing.
A lot of unexpected churn resulted on account of JIO coming into the market.

Our Task

Get back 10% of post paid customers who have moved out between 12 - 18 months.

Consumer dilemma

Why should any customer believe that Airtel will be any different from when they left.

Finding the answers:

Post consumer research Airtel looked at all the pain points and embarked on a plan to refresh the entire offering making Airtel more compelling and aspirational.

The new airtel experience is 100% better on all counts
Connectivity has been addressed by introducing more cell sites
Call drops have disappeared through a more seamless calling experience
Free roaming & a Free TV app to mobile damage benefits also thrown in as benefits

Communication Task

Develop a customer win back campaign that promises a fabulous new experience.

Creative Direction

Use Gopal Vittal, CEO of Airtel to personally communicate with each customer and ask them to come back to the fold. There's credibility when a CEO promises something. In this case he can be seen as the head of the family.
The analogy used was like losing a family member who moved out due to mismatched expectations and trust issues - someone who was taken for granted.
The tonality of the campaign needed to sound sincere not melodramatic.
So agreeing & admitting to the fact that the experience wasn't great helped Airtel as an organization reflect and fully commit to changing things.
With Gopal's personal involvement at every level and deep resolve to improve the experience - he personally vouched that the NEW AIRETL experience would be truly delightful.

Exectuion & Results

Emailers were sent out followed by reminders via SMS and one-on-one calls to all churned customers. The impact and results were great with many customers responding positively and rejoining Airtel.

Airtel

Customer Win-Back Campaign

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