Case study
Growing the value of the customer base through richer offers
Next caseClientTelecom operator, consumer and business markets.
Also relevant toEnergy, insurance, financial services, media, mobility, real estate services and SaaS.
80%of the customer base covered.
50%of EBITDA growth over six years attributed to the programme.
The situation
In a highly competitive market, revenue per customer at acquisition is falling and churn remains high. The operator needs a new growth driver across its installed base.
The challenge: raise prices by adding more content and services, while managing the risks of churn, dissatisfaction and damage to the brand.
My role
I designed the ‘more for more’ programme, built a dedicated team and led its implementation with the Finance, Legal, Customer Service and IT departments.
What we did
- Build a mechanism that enriches offers in return for a price increase.
- Build legal constraints, customer impact and execution requirements into every initiative.
- Organise the large-scale roll-out and prepare teams, especially the contact centres.
- Lead trade-offs with senior management and manage financial and customer results.