Customer name: C Spire Wireless Industry: Telecommunications Business Need: Support its corporate mission of delivering personalized wireless by moving from untargeted, blanket campaigns to personalized dialogues driven by customer needs, preferences, and behavior.

1. C Spire Wireless Delivers on its Promise of
Personalized Wireless with 1:1 Customer
Dialogues
Customer name: C Spire Wireless
Neolane Drives Targeted, Relevant Interactions across Outbound and Industry: Telecommunications
Inbound Channels, Helping C Spire to Boost Marketing Efficiency and Business Need: Support its corporate
mission of delivering personalized
Effectiveness wireless by moving from untargeted,
blanket campaigns to personalized
dialogues driven by customer needs,
preferences, and behavior.
C Spire Wireless, based in Ridgeland, to pull in the required data.
“Neolane is helping C Spire
Mississippi, is the nation’s only
Another by-product of the tool’s to fulfill its promise of
wireless provider that offers
limitations was manual, time-consuming delivering personalized
consumers and businesses a suite of
processes. Lists had to be generated wireless. We’re able to
personalized services. The company
externally and then uploaded, resulting sustain more meaningful,
provides wireless services and mobile
in additional steps. Moreover, only able
devices in four states through its relevant conversations with
to send one-off deliveries, marketers
website, call center, and 80 retail our customers across all
couldn’t plan and execute coordinated
locations. C Spire is the first wireless touch points, which has not
campaigns across the customer lifecycle.
provider in the U.S. to personalize only improved the customer
customers’ experience by offering “We simply outgrew our email marketing experience but business
apps that fit who they are, services that tool and no longer had the feature results.”
anticipate their needs, and rewards for set to support our growing marketing
using their phone in new ways. sophistication, said Justin Croft,
” Justin Croft, Manager,
Campaigns and Promotions,
Manager, Campaigns and Promotions,
C Spire Wireless
Challenge: Competitive Market C Spire Wireless. “To succeed in the
Prompts Need for Personalized competitive wireless market, we needed
Customer Dialogues
to take our marketing communications
Formerly Cellular South, C Spire RESULTS
from untargeted, blanket campaigns to
Wireless underwent a full rebranding personalized dialogues driven by needs, • Created a single, consolidated
customer view that encompasses
in September 2011, changing its preferences, and behaviors. ” multiple data sources
name and unveiling its “personalized
• Increased open rates nearly 41
wireless” experience. This personalized Solution: Move beyond Email with
percent and click-through rates
experience has become the heart of Integrated Campaign and Decision 25 percent as a result of sending
the company’s products and services— Management more targeted, personalized
emails
including its SCOUT personalized To create these personalized customer
recommendation tool and PERCS dialogues, C Spire didn’t just need a • Tripled the number of campaigns
rewards program—as well as customer with no additional headcount
more robust email marketing platform. thanks to greater automation and
interactions across all lines of business. Instead, the company sought a cross- workflow reusability
channel campaign management platform
From a marketing perspective, C Spire • Mitigate churn risks by providing
with a powerful personalization engine real-time recommendations via
needed to retool in order to support
and native support for email, SMS, the call center and point of sale
this corporate mission and drive
and other digital channels. To optimize • Optimize contact pressure and
deeper customer engagement. The
inbound customer interactions via its call marketing effectiveness by
company had been using a web-based consolidating messaging onto one
center and point of sale locations, C Spire
email marketing tool, but there was platform
was also looking for real-time decision
minimal targeting or personalization of
management capabilities.
campaigns. In addition, the application
couldn’t integrate with external systems

2. “Thanks to greater automation and workflow reusability, we’ve nearly tripled the number of campaigns. In addition,
we can spend more time on marketing, versus systems maintenance and other technical tasks. ”
James Veillette, Marketing Database Analyst, C Spire Wireless
Based on these criteria, C Spire selected contract, or those with high-churn sustain more meaningful, relevant
Neolane’s conversational marketing devices. In addition, customer lifecycle conversations across all touch
platform, including the Neolane Campaign communications are now automated and points, which has not only improved
and Neolane Interaction applications. personalized based on the whether the the customer experience but
According to Croft, Neolane was in the individual owns a smartphone or feature business results.
”
sweet spot: it was advanced enough to phone, is enrolled in the PERCS rewards
meet the company’s current and future program, etc. Looking Forward: Mobile
marketing needs, but it wasn’t overkill that Marketing with SMS and Push
Since moving from house list campaigns Notifications
would hamper productivity, agility, and
to highly targeted, personalized
ROI. Looking ahead, C Spire is eager to
messages, C Spire has seen a significant
expand its mobile marketing efforts
“Neolane and C Spire had a shared vision boost in email engagement. Open rates
through the Neolane platform. The
for delivering personalized experiences have increased nearly 41 percent to 12.1
company recently added the SMS
and building interactive customer percent, while click-through rates are up
channel to send wireless service
dialogues, notes Croft. “It was quickly
” 25 percent to 16.1 percent. In addition,
notifications and select, high-value
apparent that Neolane is a true one-to-one email deliverability is approaching 97
promotional content. In addition,
marketing platform that would allow us percent.
C Spire is piloting the Neolane
to increase engagement and results by
In addition to greater campaign Mobile App Channel, which will
delivering the right message to the right
effectiveness, Neolane has increased allow the company to deliver
customer at the right time—across both
marketing efficiency at C Spire. “Thanks personalized push notifications and
outbound and inbound channels. ”
to greater automation and workflow app content via its SCOUT app.
Results: Greater Efficiency and reusability, we’ve nearly tripled the
According to Croft, beyond
Effectiveness, the Promise of number of campaigns, said James
”
leveraging each channel to engage
Personalized Wireless Fulfilled Veillette, Marketing Database Analyst
customers, C Spire anticipates
and one of C Spire’s power users. “In
Within Neolane, C Spire has created a great value from consolidating all
addition, we can spend more time on
single, consolidated view of its customers messaging on one platform. “We’ll
marketing, versus technical tasks. ”
that encompasses demographics; device, be able to better manage contact
subscription, and billing information; To optimize inbound interactions via its pressure and gain insight into what’s
campaign responses; and behavioral data call center and point of sale locations, C truly working from a messaging
from both Neolane (e.g. opens, clicks, Spire has integrated Neolane Interaction perspective.”
web tracking, etc.) and external sources with its homegrown CRM system. Right
(e.g. app downloads, rewards program within the CRM interface available to Neolane, Inc.
logins, sweepstakes entries, etc.). Daily retail employees and call center agents, 275 Washington Street
workflows automatically load data from Neolane Interaction make real-time Third Floor, Newton, MA 02458
Office: +1 617 467 6760
multiple sources, ensuring that the decisions based on the individual with Fax: +1 617 467 6701
latest customer information is driving which they’re speaking. For instance, to info@neolane.com
campaigns. help mitigate customer churn, the call www.neolane.com
center agent is able to identify high-
This data—plus Neolane’s segmentation United States
risk customers based on known churn United Kingdom
and personalization capabilities—
variables and offer the most relevant France
has allowed C Spire to target email Nordics
message or promotion dynamically
communications at a much more granular
recommended by Neolane.
level. Instead of reaching the entire Neolane and the Neolane logo are trademarks or registered
database, promotional campaigns are “Neolane is helping C Spire to fulfill trademarks of Neolane Inc. in the United States and other
countries. All other trademarks contained herein are the
segmented for specific groups, such its promise of delivering personalized property of their respective owners.
as customers nearing the end of their wireless, said Croft. “We’re able to
” © 2012 Neolane, Inc.