TalkTalk: Faster fibre and happier customers

TalkTalk, the telecom brand, targeted its users in the UK who were having a bad experience and successfully converted 10% of them into higher paying fibre customers.

Campaign details

Brand: TalkTalkLead agency: The&Partnership

Campaign Overview

TalkTalk had households on the wrong product, with limited capacity that no longer matched their needs - and there was no way to identify them.

Customers were unhappy with their speeds, meaning low satisfaction and a high churn rate. TalkTalk needed to convince them that fibre was the right product for them.


TalkTalk built a revolutionary data feed called the Service Index to identify customer broadband issues.

Like a "broadband MOT", it uses data from across the business to profile customers' broadband performance and identify service issues.


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