Mail & Door Drops
Consolidation
Issue 21 | December 2011
Background
O2 wanted to increase the number of handsets taken out within the existing business customer base. Analysis showed there was a substantial pot of business accounts that had a lower than average number of phones on their account *. It was assumed, therefore, that these businesses had a mixture of phones on other networks too. As a result, a consolidation model was built to target to these customers.
The challenge was to encourage these customers to move all their phones to O2.
(*Average was based on a comparison with other businesses of similar size in the same sector.)