PHASE 1 COBP to First Gold Plus With Lifestyle Benefits
OBJECTIVE:
Objective of this campaign is to increase the ARPU of the customers by migrating them to new Bill plan which is of higher value.
MARKETING STRATEGY:
This campaign targets low ARPU customers below the particular plan(Celcom first gold) and ask them to change their Bill plan to Celcom first gold with Lifestyle benefits.
Customer’s preference is identified based on voice or data usage of the customer and targeted texts will be sent based on the group.
EFFECTIVENESS:
With respect to Group 1 the conversion value increased by 1% more than the existing count
With respect to Group 2 the conversion value increased by .65% more than the existing count.
