US mobile network Sprint used artificial intelligence to personalise messages to customers – and not only boosted retention rates but created a ripple effect that slowed churn rates among its customers’ friends.
The project, carried out in partnership with AI marketing platform Amplero, won the AI category of the I-COM Data Creativity Awards (San Sebastian, April 2018). Glenn Pingul, VP scientific marketing strategies at Amplero, explained that the project was based on the premise that “no customer is an island”.
Sprint wanted retention efforts to look not just at the target consumer, but also to measure the impact on the...