Optimum communication from the outset

The telecommunications company worked with TAP to develop a new welcome programme. Together, they aimed to increase retention by transforming the experience for new members during the first month of their membership.

giffgaff TAP London

The Project

  • Consultancy – Target prospects and customers
  • Implementation – Target prospects and customers
  • Operate & Run – Target prospects and customers

giffgaff have been using Adobe Campaign since 2010 and already had a successful welcome programme; however, in the sim only telecommunications industry, data-driven marketing is central to remaining competitive.

giffgaff wanted to accelerate its data-driven transformation with an all new welcome programme to boost member retention, increase the use of cost-effective support channels and improve member engagement.

Adobe Campaign Logo

The Process

In the first instance, TAP worked with giffgaff to understand the overall scope of the campaign, identifying the key campaign objectives and requirements. The outcome of this process was used to identify gaps in platform functionality and data; and this informed the project deliverables and milestones.

TAP developed multi-wave campaign workflows to manage the complex contact strategy at a member level. This involved understanding the usage pattern of the member, so they may be targeted or suppressed from defined journeys with communications automatically triggered based on behaviour. The campaign workflows were automatically de-duplicated across all running interactions according to giffgaff rules and policies.

Detailed QA of all journeys was carried out by TAP and split testing was performed between the old and new journeys to measure the uplift.

giffgaff TAP London

The Result

The data-driven transformation of the welcome programme has delivered a significant increase in member retention. From an engagement perspective, opens are up 17% and clicks are up 34% and giffgaff can now expect to retain a further 17,000 members per annum; with significant member lifetime value.

62

Campaign variations

17%

Increase in opens

34%

Increase in clicks

Working with TAP has brought tremendous benefits to giffgaff in terms of our ability to take advantage of the Adobe Campaign technology. Our work with TAP is characterised by mutual co-operation and responsibility for the achievement of giffgaff’s CRM goals.

Richard Fullerton, CRM Lead, giffgaff

Got an idea? Partner with us