BT Switcher Campaign Going after BT

Samuel ChatelainTelecom Acquisition Campaign

Targeted ProspectsCreated on 10 July 2014 – Last revised on 11 July 2014

BT Switcher Campaign BriefExecutive Summary

• Internal and external lead sourcing: capturing existing provider and CED – 30% qualified leads but risk on data accuracy without validation

• Target audience: BT switchers’ attitude towards leaving BT?– Hassle to switch– Hope for better service/deals – BT’s failing to provide adequate service– Simplifying billing– Poor awareness of alternatives – BT’s brand market domination

• Leading USP (TBC): which Telecom tariff(s) or offer to lead on?• Timing and estimated costs (TBC): e.g. 30 days prior to BT price increase in August?• Call to Action:

– Primary goal: Sign-up to XLN Tariff by calling a Sales Free Phone – Secondary goal: Subscribe to “XLN Savings Reminder” by submitting a CED and existing supplier

• Multi-channel Campaign: – 3 touch point emails (i.e. inform, consider and decide stages) – Landing page– Inbound and outbound calls to sign up and switch

• Performance metrics (Target): – Email marketing: CTOR (10%), Unsubscribe %, CTR (0.3%), CPL (£) – Sales: Rate of follow-up contacts %, Win/Loss Ratio, Sales Conversion rate (40%) – Campaign CVP Analysis: CLV (£), ROMI Ratio

• Campaign Communication Options– Option 1 – Head-on approach: “Ditch BT Increase in August. Switch and Make XLN savings every day”

• Message 1: Ditch BT Increase in August. Switch to XLN Now. Don’t delay• Message 2: Ditch BT. Switch to XLN Business Grade Broadband and Fixed Line! And Makes XLN Savings Everyday• Message 3: Don’t be stuck with BT. Make XLN savings every Day. Switching Makes Business Sense.

– Option 2 – Consultative approach: “Impress your Accountant. Switch to XLN for over 30% cost savings”• Message 1: Save over 30% by switching to XLN. Fun side of costs control and becoming a profitable business• Message 2: Always cheaper than BT on XLN Business Broadband and Fixed Line Tariffs. Cut the small recurring costs and save over 30% by switching to XLN• Message 3: Not disloyal to check alternatives when XLN provide unbeatable low-cost tariffs and the same service as other big names

Campaign Objectives in Brief

Audience and Leading USP• Existing BT customers (XLN Non-customers)• Estimated at 20K records (see lead sourcing)• Audience attitude towards switching

– Why not switching?• Risk of losing service • Switching is a hassle• Special deals can be misleading • Minimal costs savings

– Why switching?• Hope of better service• Want to be treated as a business• Simplified billing• Better deals

– Why staying with BT?• Perception of better value with current supplier• Poor awareness of any alternatives• BT’s network works – so what’s the point

• Leading Tariff/Offer: TBC (Telecom tariffs)

Desired Outcome• Call to action

– Primary goal: Sign-up to a XLN Business Telecom Tariff by dialling a Sales Freephone

– Secondary goal: Subscribe to “XLN Savings Reminder Service” by submitting a Contract End Date and Existing Supplier

• Target– Delivery rate: 85%– CTOR: 10%– CTR: 0.30%– CTR to SQL CR: 15% – SQL to sales CR: 40%

• Estimated cost: TBC – Copywriter hours x hourly rate (c£756+VAT)– Lead sourcing costs– Email sent x unit cost– Outbound hours x hourly rate

• Timing: TBC (e.g. 30 days prior BT price increase takes effect in August)

Communication Key Message: “Ditch BT and Switch to XLN”

XLN Value Proposition• BT is more expensive; XLN is cheaper with

many benefits• XLN gives business customers priority and

‘Xelerate’ their business• XLN only service small business and not

residential consumers• You don’t have to be with BT, you can

check cost-effective alternatives… Did you know?

• Urban myths! BT has a better nation-wide reach… Wrong: XLN customers have access to the same network as BT and TalkTalk

• XLN could save 900K BT SME customers at least c£4 each – a total minimum saving of £3.6m every month!

BT’s Market Position• BT brand dominates the

telecom market as the leading provider of voice and broadband services to UK SMEs and consumers

• BT is failing to provide adequate customer service

• Compiling reasons for BT customers to leave not necessary based on price but also on reliability and simplicity

Lead Sourcing

Internal• Existing data

– Losing provider records – historical churn to BT (market to alternate brand)

– Daily feed of BNB (Brand New Business) file – 80% of new businesses subscribe to BT

• Outbound campaigns– Data capture (existing supplier and

CED)– Dedicated lead generation campaign

• Set up new team or repurpose existing offshore campaign

• Average 100 contacts per day per agent, 30% qualified leads

External• Acquire lists from vendors

– 4k per month per vendor (cost TBC)

– No quality guarantee (accuracy of provider/CED)

– Risk of overlap with multiple vendors, existing/churned customer records

– Able to replicate campaigns internally at lower cost and greater efficiency

Multi-Channel CampaignEmail marketing and outbound telesales to drive sales conversation

(Inbound)Outbound

CallsSign-up

Email 1 – Inform

Email 2 – Consider

Email 3 – Decide

Switch

Subscribe to “XLN Savings Reminder Service”

CTO

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CTR

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Uns

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CPL

(£)

Win

/Los

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Sale

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%

ROM

I Rati

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CLV

(£) Performance

Metrics

Option 1Head-on Approach

“Ditch BT Increase in August. Switch and Make XLN savings every day”

First Message• Ditch BT. Switch to XLN

business grade broadband and fixed line! – XLN could save 900K BT

SME customers at least c£4 each – a total minimum saving of £3.6m every month!

• See for yourself…1. Switch Xpress2. Upgrade to business

class3. Get help quickly when

you need it4. Big on small business 5. Cheaper than BT,

guaranteed• …and make XLN savings

every day– BT vs. XLN savings

calculator

Third Message• Don’t be stuck with BT. Make

XLN savings every day. – You don’t have to be with BT,

you can check cost-effective alternatives with XLN

• Keep the network and engineers currently serving your business…

1. Cheaper than BT, guaranteed

2. Fast. Large. Reliable. 3. Great British service from

great British call centres 4. Peace of mind promise5. Plug and play

• …but for over 30% cost saving. – BT vs. XLN comparison table

• Switching makes business sense.– We will help you manage the

entire process of switching on your behalf.

Second Message• Ditch BT Increase in August.

Switch to XLN now. Don’t delay.– If you contracted with BT from

January to May 2014, the Communications regulator Ofcom allows you to leave BT free of early termination charge

– Unlock even more savings and get the best deal at the lowest price with XLN

• How to avoid the increase (beyond the price cap regulation)? To avoid the increase you can:

1. Switch Xpress to XLN2. Shop around for a cheaper

tariff… yet XLN Tariffs are unbeatable

3. Ask BT if there's a cheaper tariff… yet BT won’t have better deals for you

• Make sure you act quickly – You'll need to ask to change tariffs

before the price is increased.• Switch and Make XLN savings every

day

Email

Sales FreePhone XLN Tariff Savers

XLN Savings Reminder

Landing page

Sales FreePhone

[XLN vs. BT Tariffs] Call to switch

Email Subject: Subscribe to XLN Savings Reminder Service

Please tell us your renewal DD-MM for our FREE reminder service! We will contact you nearer the time with our latest offers!

Renewal date/month: Existing provider:

Emai

l

Land

ing

Page

Email and Landing

Page Interactivity

Option 2Consultative Approach

“Impress your Accountant. Switch to XLN for over 30% cost savings.”

First MessageAlways cheaper than BT on XLN Business Broadband and Fixed Line Tariffs• Cut the small recurring

costs and save over 30% by switching to XLN

• Guarantee cheaper prices than BT

• Promise Switch Xpress when you upgrade to business class

• XLN bills are itemised for taxation purpose and tax return

Third MessageCheck alternatives and make XLN savings every day• Not disloyal to check

alternatives when XLN provide unbeatable low-cost tariffs

• Design exclusively for small businesses

• Professional UK support team

• ‘Plug and play’ and peace of mind promised when switching to XLN

Second MessageSave over 30% by switching to XLN• Fun side of costs

control and becoming a profitable business

• XLN help make big savings to 130,000 small businesses…

• Same services as other big names like BT plus Fast. Large. Reliable.

• Resolve problems fast and efficiently

EmailsCall to action

Sales FreePhone

XLN Tariff Savers XLN Savings Reminder

Landing page Business Broadband and Phone Line Tariffs

Contact Us & Help | My AccountSales freephone

Customer Service Tel| Home | Business Broadband | Business Phone Line | Products & Services | About XLN |

Call me back

View this offer View this offer View this offerCall to switch Call to switch Call to switch[Connect] [Connect Plus] [Connect Max]

Email and Landing Page Interactivity

Call me back Thinking of Joining Us

Phone number:Name:

Submit

Email Subject: Subscribe to XLN Savings Reminder Service

Please tell us your renewal DD-MM for our FREE reminder service! We will contact you nearer the time with our latest offers!

Renewal date/month: Existing provider:

Land

ing

Page

Emai

ls