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.

WIN and iPad...

WIN have built the interface used by 3G iPad customers who chose O2 as their service provider. WIN’s pages allow customers to register or create an account and then purchase a one off or recurring data bundle allowing them to browse the internet using O2’s 3G network when they are not in WIFI coverage.

Customers can view their account, change their card details or change bundles by accessing their Account Overview completing the necessary action.

O2 were the only Operator to launch the full solution in terms of the ability to manage your account and choose recurring bundles.

As part of the solution WIN provide e-mail receipts to customers when completing a transaction or changing their account details. WIN also deliver Flash SMS messages to the device that pop up provide information such as your data plan has been updated or you are running low on your balance.



Thanks to Tristan Jewitt our guest blogger this week.