Success Story
Optimum communication from the outset for giffgaff
Tap CXM collaborated with giffgaff to transform the new member experience, boosting retention and engagement through a data-driven approach.
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.
The Challenge
giffgaff has been using Adobe Campaign since 2010. The existing welcome programme was ticking along. But in the sim-only telco industry, evolution is crucial to remaining competitive.
Our challenge was to accelerate giffgaff’s data-driven 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 campaign’s scope and objectives. We identified gaps in the platform’s functionality and data. This helped us establish clear deliverables and milestones that aligned with giffgaff’s goals and needs.
We developed multi-wave workflows to target or suppress communications based on member behaviour. Automated de-duplication ensured smooth interactions across all channels. We performed detailed QA and split testing between old and new journeys to measure the program’s effectiveness.
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. We performed split testing between the old and new journeys to measure the uplift:
- 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.
- 62 campaign variations developed: Allowed for tailored communications based on individual member behaviours and preferences.
