AT&T: AT&T Onboarding Campaign

AT&T, a telecommunications company, improved its communications and welcome for new customers by creating a personalised experience based on customers’ composite profiles.

Agency: Javelin

Objectives

The ask was to create a multi-product welcome stream leveraging customer profiles, tenure and product mix. Even with thousands and thousands of possible variations, the experience had to be personal, effortless, relevant and engaging.

The objective was to increase engagement and reduce churn.

Strategy

Our goal was to create a better experience rooted in human-centric design, inspired by data and enabled by technology.

From day one, we let the data drive our solution. We leveraged countless information sources, including historical engagement KPIs, customer behavioral signals, online/social listening, product usage, propensity modeling and tenure-based churn rate mapping....

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