The Challenge

It was becoming increasingly popular for customers to upgrade their mobile with network providers.

Meaning Carphone was losing share and customers were no longer getting the best deals.

we created

Carphone needed a reason to exist beyond the initial purchase. Our focus was on keeping customer conversations going beyond the initial transaction.

We built a customer needs-based Conversation Framework that focused on understanding and meeting the customer needs at the key moments in a customer’s two-year contract cycle.

We then took Carphone on a journey – shifting them from product-led campaigning to a customer-centric, highly personalised, single engagement programme.

Phase 1

Transactional comms to ‘service’ buying journey

Phase 2

Benefit driven & distinctive comms at key moments

Phase 3

Customer-first micro journeys – joined-up conversation

Phase 4

End-to-end customer lifecycle engagement programme – single conversation

A journey to shift from product to campaign to customer-centric, single engagement programme

Working with Adobe Campaign specialists we built the decisioning and developed templates across email, SMS, social and direct mail to house personalised offers and content.

The result was a highly personalised two-year programme called Connected Life.

Connected Life is Carphone’s tenure driven CRM programme

It’s a highly personalised programme based on a customer’s tenure, network, handset and tariff. This is an example of the personalised and triggered email sent to customers on the day they are eligible for an upgrade.


Connected Life went on to frame Carphone’s Super-Mega-Personalised promise.


of incremental value annually


of customers in Connected Life upgraded with Carphone

(vs 19% of customers not in the programme)