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.
C Spire Wireless Delivers on its Promise of Personalized Wireless with 1:1 Customer Dialogues
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