Vodafone's Net Promotor Score had stagnated. Customer lifetime value was also under threat. The agency's task was to drive scores back up using email.
Strategy
Value perception is a key driver of NPS. Despite the many value-add extras that come with every contract, customers were still not recognising Vodafone for value. The agency overhauled the previous strategy of multi-benefit focused emails and instead created a drumbeat of single-minded messages over a six-month period.
Increasing NPS with emails is a big ask. Cut-through is the key challenge, with well over half of Vodafone customers not opening their emails and of those...