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| Entertainment Case Study |
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| "As a national cable television company, we need to be sure that we are creating value for our customers, and ensuring that our customers of highest lifetime value to our company stay with us." |
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| Situation |
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While customers come and go, it's important for a cable television company to reduce "churn" and ensure that it can attract the most valuable customers and keep them for the longest time. This "lifetime value" concept was key in knowing how to promote, where to target market, and what programming to offer. |
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| Action |
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MR&C developed quantitative and qualitative research among customers, recently churned customers, and potential customers to learn what it was that attracted them to the client's products and services. By learning what the profile was of the customers that had the highest "lifetime value" and thus the most revenue to the client at the lowest cost, we were able to develop programs that should encourage the most efficient trial and adoption of the service among the "right" customers. |
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| Result |
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The client developed and launched the most effective campaigns to build new customers and retain current customers in their history. They "cracked the code" on what was most important in the message, and used that in their promotions and programs to encourage trial and use by the right customers who stayed. |
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