With one in ten customers leaving every year, Sky is caught in a costly loop of churn and winback. Research shows that the key driver of this vicious cycle is value perception. So rather than sell people more stuff – we started teaching them how to get more from what they’d already bought.
A Sky subscription delivers customers a box full of tricks. But unless they take the time to learn what each one does, customers can feel they’re not getting value for money.
Thanks to Sky’s database, we can spot which customers are using which features of their package. More importantly, we can individually target each of those who aren’t.
The result is a long-term educational email programme that delivers a 12 month series of single-minded little ‘nudges’ that helps people get the full value from their subscription.
When renewal time comes, we want a customers’ Sky+ box to be full of shows to record the following week, their mobile devices to be connected to Sky Go, and their wifi network hooked up to the On Demand service.
The programme is making Sky an indispensable entertainment partner that is totally entangled with its customers’ lives.
With more than 50 emails in the sequence, we keep the messages focused, and the tone light. This programme succeeds through continued engagement.
As planned, the programme is driving increased feature usage. Unusually for Sky, this has been achieved without the use of any incentives.
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