Keep Them Connected
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A name used for the relationship status when customers have both new EE Broadband and an available EE mobile plan to demonstrate that they get benefits not available to customers with only one product
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Right now, only roughly 5% of converged plans are sold through digital channels and the rest 95% are sold via retail stores and contact centres.
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Lack of a clear and consistent thread across marketing, digital and assisted channels as to what the offer is and what customers are entitled to at each stage.
It's unclear that the offer is multi-staged process and that to get full access to the mobile benefits (Including the £20 discount) customers have to have both broadband and mobile AS WELL AS wait for their upgrade window and upgrade to a converged plan.
What have we learnd so far:
We know from research, that customers landing on the EE One page expect to see more information about EE broadband, such as the speeds in their area, the different types of broadband they can purchase, how the switching process works and what the benefits will be, as well as the pricing and potential savings.
The banner on the EE One landing page makes it appear that you already need to be an EE One customer to log in and view the deals.
On the EE One landing page, customers can see that they can save £20 a month on unlimited data phone or SIM plans, but they have to log in to get more details about the offers.
There's a lack of continuity between the EE One Learn & Browse page and the EE Broadband Deals page as the general acquisition headline deal is different from the one customers saw on a previous page.
HMWs (Design & Content)
Communicate what the Elevate proposition is, the benefits & how to sign up in a radically simple way.
Promoting only to eligible customers and seeks to raise awareness across all entry & persuasion touchpoints
Top 5 research findings:
Users expect an "incentive" to converge their mobile phone plan across to their existing broadband provider to be rewarded for their loyalty. An incentive specifically relating to mobile was receiving a cheaper airtime plan.
Why? Users need to understand "why" they are being shown a product or service and "what" is the benefit of converging before considering moving their product across.
What? Users would consider sharing information about their products and services with other providers if they understood the benefit of receiving more personalised deals.
When? Relevant timing of communications is a key factor in influencing whether a user would consider converging their products and services.
How? All users are expected to receive communications of deals through a variety of channels