Time Warner Cable:
Using Triggered Emails to Create Customer Loyalty
OPPORTUNITY
Time Warner Cable owns and manages cable systems serving 14.4 million subscribers in 33 states. A division of Time Warner Cable installs 25,000 new cable subscribers each month. The installation process is a challenging period, as this critical event is the first experience all new customers have with their new cable provider. Coordination with the customer is important and loyalty has not yet been established or earned. Time Warner needed a viable and timely method of communicating with new customers about important information concerning their newly ordered services.
SOLUTION
Mansell Group integrated with Time Warner's order entry system to capture daily orders requiring new installations. Personalized emails are now sent immediately upon receipt of installation orders conveying important information about services to be installed.
After the installation of service(s) a second personalized email is triggered welcoming the customer to the Time Warner family of services and offers the new customer their choice of three free Pay-Per-View movies redeemed through coupons and a corresponding Web site linked to in the email.
RESULTS
New subscribers are sent relevant timely information that establishes trust in their ability to install services as promised. The follow-up welcome email expresses gratitude through the free movie offer. The free move offer is also an opportunity for up-selling the new subscriber on future Pay-Per-View events which is a higher profit service.
Moreover, customers are given a meaningful incentive to provide their email address. Since the inception of offering triggered messages, Time Warner has experienced an increase in their in-house list size of 340% which has dramatically expanded their electronic and online community.
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