Sprint

Enpocket enables Sprint to renew customer contracts on the mobile phone for high customer retention program

Objectives

With the average cost to acquire a new subscriber upwards of $300 and churn rates at 24%-30% annually, a mobile
network operator with 20 million subscribers will spend $1.5 billion to replace those customers who leave each year.
Sprint’s objective was to leverage mobile as a low-cost communication channel to touch customers whose service
contracts were nearing end of life with an offer to renew.

Solution

Sprint looked to the mobile channel as an innovative and cost effective way to communicate with customers and
promote loyalty. Enpocket, Sprint’s Mobile Marketing vendor, developed a multi-format campaign on its Marketing
Engine platform. Sprint customers who were nearing the end of their service contract received a text message offering
them a special, limited-time offer to renew their contract and save 10% on their monthly service charge. Offer recipients could subscribe to the promotion by clicking a link in the text message. The link connected the customers to a WAP site, where they could read the terms and conditions and sign up for a new service contract. At any time customers could call into a special customer care phone number if they wanted to speak to a Sprint representative to take advantage of the promotion.

Results

The key to success for the Sprint contract renewal text message program has been an exceptionally user-friendly experience. The Enpocket Marketing Engine allows the integration of push and pull messaging formats. Enpocket’s multi-format campaign management capability allowed Sprint to push the offer to users via SMS, and then gave recipients the means to click through to a richer WAP experience where they could learn more about the offer and then subscribe to it. By leveraging the mobile phone as a direct channel of communication with their customers in a non-intrusive format, Sprint is fostering deeper relationships with their customers and improving loyalty in the most cost effective means available.