This is the story of how O2 took a bold step that changed the rules of the UK mobile airtime market.
As all brands were becoming entangled in an increasingly destructive spiral of directing their marketing efforts to attracting each other’s customers, O2 and its agency VCCP realised that the customers themselves were experiencing this as neglect, and so becoming disaffected with all the brands.
The solution for O2 was to put the customer firmly at the centre of everything the brand did: customer service, rewards programmes, and not least, communications.
This was not without the risk of losing out, at least in the short term, in the scramble for acquisitions.
But O2 bet on the probability that the first brand to develop a better relationship with its customers would immediately offer something very appealing to all frustrated mobile users.
And so it proved. Talking to existing customers, with the right messages and in the right tone of voice, turned out to be a more effective acquisition strategy than the previous ‘acquisition-driven’ approach.
After all, ‘acquisition’ and ‘retention’ are not really different things – the common imperative is making the brand more attractive. And to succeed in one without the other is no formula for business success.
Click below for to read the full document: ‘The best way to win new customers? Talk to the ones you already have. The story of O2, Chapter 2.’
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