Sky: Customer Engagement Programme
Sky: Customer Engagement Programme
Turn on, tune in
& don't drop out.
Turn on, tune in
& don't drop out.
Turn on, tune in
& don't drop out.
The situation
Sky was losing customers who had come to the end of their contracts. The introductory offer they had signed up to had expired and the jump in price of their new package was not the end of season plot twist that they had in mind. And rather than stick around to see what happens next, customers were voting with their thumbs and not just switching channels, they were switching off entirely.
So how did we turn this around, keep customers happy and give them a reason to keep tuning back in?
Client
Sky
Sector
Customer Relationship
Marketing
Services
Art Direction
Graphic Design
Awards
DMA Bronze
The situation
Sky was losing customers who had come to the end of their contracts. The introductory offer they had signed up to had expired and the jump in price of their new package was not the end of season plot twist that they had in mind. And rather than stick around to see what happens next, customers were voting with their thumbs and not just switching channels, they were switching off entirely.
So how did we turn this around, keep customers happy and give them a reason to keep tuning back in?
Client
Sky
Sector
Customer Relationship
Marketing
Services
Art Direction
Graphic Design
Awards
DMA Bronze
The situation
Sky was losing customers who had come to the end of their contracts. The introductory offer they had signed up to had expired and the jump in price of their new package was not the end of season plot twist that they had in mind. And rather than stick around to see what happens next, customers were voting with their thumbs and not just switching channels, they were switching off entirely.
So how did we turn this around, keep customers happy and give them a reason to keep tuning back in?
Client
Sky
Sector
Customer Relationship
Marketing
Services
Art Direction
Graphic Design
Awards
DMA Bronze
The solution
Internal research at Sky showed that customers weren't using a lot of the services that were included in their contract.
Catch-up TV, The Sky+ app, Sky Go, Sky WiFi, Box Sets of their favourite programmes, as well as email and text alerts when a new season or programme is going to start – all there but not being used. Customers were watching their favourite programmes but they were still missing out.
Perhaps they just needed a recap?
We set about creating a calendar of emails from the start of their new contract, welcoming them to Sky and introducing them to all the new services available to them. Then following up throughout the year highlighting the different services and TV channels, as well as all of the programmes and films they could watch wherever and whenever they wanted.
No more cliffhangers, and more to watch.
The solution
Internal research at Sky showed that customers weren't using a lot of the services that were included in their contract.
Catch-up TV, The Sky+ app, Sky Go, Sky WiFi, Box Sets of their favourite programmes, as well as email and text alerts when a new season or programme is going to start – all there but not being used. Customers were watching their favourite programmes but they were still missing out.
Perhaps they just needed a recap?
We set about creating a calendar of emails from the start of their new contract, welcoming them to Sky and introducing them to all the new services available to them. Then following up throughout the year highlighting the different services and TV channels, as well as all of the programmes and films they could watch wherever and whenever they wanted.
No more cliffhangers, and more to watch.
The results
The Customer Engagement Programme halted the steep decline in customer retention, and more customers stayed with Sky than ever before to continue hanging out with their favourite TV characters.
And to top it all off it was recognised at the DMA Awards.
How's that for a season finale?
Best
IT & Communications
The results
The Customer Engagement Programme halted the steep decline in customer retention, and more customers stayed with Sky than ever before to continue hanging out with their favourite TV characters.
And to top it all off it was recognised at the DMA Awards.
How's that for happy ending?
Best
IT & Communications
The results
The Customer Engagement Programme halted the steep decline in customer retention, and more customers stayed with Sky than ever before to continue hanging out with their favourite TV characters.
And to top it all off it was recognised at the DMA Awards.
How's that for a season finale?
IT & Communications
