Generating an extra £21 million annually for Carphone Warehouse
Carphone Warehouse is really well known on the high street. But it’s often seen just a seller of handsets and accessories – and people tend to upgrade and renew with network providers rather than where they got their shiny new phone. And this was a missed opportunity to build revenue.
We found that the time a customer is most likely to return to Carphone Warehouse is the point at which they receive a phone upgrade. But we also knew that building trust (and a touch of love) over a period of time could put Carphone Warehouse firmly in the customer’s reckoning when it came to upgrade time.
Table19 worked to understand the customer needs at every stage of their lifecycle and acted on those needs at the times that mattered – those Moments of Truth – with timely and relevant communications and initiatives.
We created a fully rounded, detailed CRM programme that mapped the connected life of the phone user from purchase through to upgrade. It was a two-year cycle and along the way we delivered a series of triggers around surprise, delight, reassure and save – giving people trade-in deals, tips, games, apps – all sorts of things to supercharge the relationship.