Program Overview:

Due to the complexity of the wireless industry and the billing arrangements, customers were confused about how to read their bill.  The general tutorials available couldn’t adequately explain a customer’s bill.  The result was many customers missed payment of their first bill.  We partnered with a data-centered video company to develop a personalized video explaining a customer’s first bill.  The video detailed the customer’s personal bill including all components of their plan, current amount due, next month amount due and how to reach customer service.  Integrating the data from the billing system was key to delivering an accurate bill video.  Customers who viewed the video were much more satisfied with the brand and more likely to make their bill payments.

Strategy:

• Use video and 1:1 data in the form of a personalized “smart” video to deliver complex customer information.
• Supplement POS expectation setting through delivery of 1st/2nd bill and Add a Line videos.
• Deflect calls to Care and reduce average handle time by increasing customer understanding and introducing self-help tools.
• Reduce early life churn by clearly setting expectations.
• Increase email capture and e-bill adoption by including sign up information in the video help section.