Success Story
giffgaff's Onboarding Optimises Engagement From the Outset
Tap CXM and giffgaff collaborated to transform the telco’s new member experience, boosting retention and engagement through a data-driven approach to marketing in telecommunication.
Industry
Telecommunications
Date delivered
Ongoing
Length of project
Since 2018
Solution provided
Understanding Customers as Individuals, Deliver Personalised CX at Scale, Measure Incrementality & Effectiveness
Technology
Adobe Campaign
The Project
UK SIM-only mobile network operator giffgaff reached out to Tap CXM for support to overhaul its member onboarding experience. With a data-driven approach and a focus on delivering mutually valuable interactions, we helped the buzzing brand achieve outstanding retention results in a competitive market. In the process, we might’ve also reset the benchmark for marketing in telecommunication.
The Challenge
giffgaff has been using Adobe Campaign since 2010. The existing welcome programme was ticking along. But in the sim-only telco industry, constant evolution is crucial to remaining competitive.
Our challenge was to accelerate giffgaff’s data-driven, customer-centric digital transformation with an all-new welcome programme that would:
- Boost member retention in the delicate first-month period.
- Increase the use of self-service support channels to reduce operational costs.
- Improve email engagement to start building loyalty early in the relationship.
Tap CXM started by consulting with giffgaff to define the project’s scope and objectives. We identified functionality gaps and data blindspots in Adobe Campaign. We analysed campaign workflows. We scrutinised segmentation criteria. This all helped us pinpoint high-value opportunities and establish clear deliverables that aligned with giffgaff’s goals and needs.
From there, we developed multi-wave workflows to target or suppress communications at the member level. Engagement flows fed off these campaign workflows, with 62 variations based on customer preferences and behaviour. Automatic de-duplication ensured smooth interactions across all channels. To make sure we were on track toward delivering meaningful value increases, we performed detailed QA and split testing between old and new journeys to measure marketing effectiveness in detail. All this work meant that giffgaff was able to achieve significantly more—in terms of activity, engagement, retention, you name it—without needing to invest in new martech.
Working with Tap has brought tremendous benefits to giffgaff in terms of our ability to take advantage of the Adobe Campaign technology. Our work with Tap is characterised by mutual cooperation and responsibility for the achievement of giffgaff’s CRM goals.
Richard Fullerton, CRM Lead, giffgaff
The Results
The data-driven transformation of giffgaff’s welcome programme delivered a significant increase in member retention. Split testing between the old and new journeys shows just how significant:
- 17% increase in email opens: Enhanced relevance and timing of communications led to higher open rates.
- 34% increase in clicks: Improved content and targeting resulted in more members engaging with the communications.
- Estimated 17k additional members retained annually: Increased retention means increased lifetime value and money-can’t-buy customer loyalty.
This kind of retention uplift is impressive in any industry, let alone the increasingly competitive telco field. Marketing in telecommunication is modernising, and giffgaff is at the front of the movement.
