Preventing O2 spinning

In July O2 announced the extension of the sim-only Simplicity tariffs to Pay & Go customers.

Simplicity on Pay & Go starts with unlimited texts for £5 per month, then unlimited texts and a choice of either unlimited web or inclusive cross net calls at £10 and £15 per month. At £20 customers receive unlimited texts, unlimited Web and inclusive minutes.

We have been involved in the Simplicity acquisition project providing a shortcode based fulfilment process. The aim of this project was to try and drive down the amount of “Spinning” they experience when advertising free SIMs for new Tariffs. Spinning is where an existing Pay & Go customer orders a new SIM and throws their old one away rather than migrating tariff. WIN implemented a new process which identified existing Pay & Go customers who requested new SIMs and asked them if they would like to transfer tariff rather than have new SIMs.

In brief customers go through the following flow to order new SIMS:

• Customer sends in a keyword after seeing and O2 advert
• Customer asked to text name, address and postcode
• Postcode validation takes place, and then full PAF address validation takes place, so we know it’s a valid address.
• Existing O2 P&G customers are given the opportunity to switch onto a Simplicity tariff rather than getting new SIMS.
• And Customers who are already on a Simplicity tariff are given the opportunity to switch to another Simplicity tariff.
• New SIMs are put in the post to all non 02 customers, and 02 customer that don’t switch by SMS reply.

This SIM pack fulfilment process could also be used for any product, marketing literature or sample fulfilment, if you would like ideas about how your clients could use it just ask.

If you would like to try the process for yourself simply text STARSIM to 61202.

Thanks to our guest blogger this week; Becky Brignall.