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Total Home Broadband Right Planning
Awards
Nexus Customer and Market Insight Silver
Entrant
DDB Group RAPP Tribal NZ
Nominee
Telecom New Zealand
Entrant Credits
Sherman Grewel, Amy Burgess, Stacy Roper
Nominee Credits
Anna McLauchlan, Sarah Whitehead, Susannah Glenn
Entry Rationale

Retaining customers in the highly competitive broadband market is no easy task. And Telecom needed to develop a communications approach that had customers at its heart and that demonstrated that Telecom understood New Zealanders and what was important to them when it came to their broadband plan.
The approach was simple – personalised plan recommendations. But the implementation was far from simple.

The result was a direct marketing campaign that combined the use of intelligent customer data and digital printing to ensure that Telecom could not only transparently recommend Total Home Broadband to the customer as the ‘best plan’ but could  also recommend the best broadband and calling bolt-ons.

And the great results saw 45 percent of the “at risk” customers who were targeted take up Total Home Broadband while a significant number of additional customers also brought onto the plan. It also saw customer churn reduced by 10 percent.