2015 12-12 1650 tc-upgrade_strategy v7

Telkom Mobile Upgrade Strategy
14 December 2015

Introduction
As Telkom Data customers come to the end of their contracts, it’s our
goal to entice them into upgrading those contracts rather than letting
them slip into a month-to-month basis which risks them leaving us.

Target audience
We have a total of 26 906 contract holders, segmented below:
• Gender
Female – 56%
Male – 44%
• Age
36% are between the age of 25-34, followed by 33% between 35-49.
• Value
Ultra High 11%
High 15%
Mid 20%
Low 29%
Ultra Low 26%

DATA PLAN
1 A
CUSTOMERVALUE
1 A
3G
U
H
V
H
V
M
V
L
V
LTE
U
L
V
1 C 1 D
2 A 2 B
3 A 3 B
3 C 3 D
Target segmentation

• Create awareness
We need to ensure that our customers are informed when they are
due for an upgrade.
• Shape attitudes
By being proactive we shape attitudes and customers will see Telkom
mobile is a leader in its own right.
Communication objectives

• Stimulate a desire
We need to entice customers by showcasing our hero deals which,
mostly, have the best value.
• Effect a renewal
Ultimately we want our customers to stay with us and recommit to a
contract.
Communication objectives

Challenges to upgrades
• Low uptake of Data contract upgrades
Many continue using the service on a month-to-month basis once the
initial contract period elapses (former deals are considered better).
• Dissatisfied with service
This pertains particularly to service from the contact centres.
• Lack of LTE knowledge
Many people do not understand LTE and how it could benefit them.

Challenges to upgrades
• LTE coverage restrictions
The LTE network is restricted to areas of coverage – connectivity is lost
when people are outside those coverage areas.
• Target group hard to reach
High & Ultra High Value Customers are difficult to reach using the current
means of communication as they are often on the go or in meetings and
unable to take calls or answer sales emails.
And frankly because they do not necessarily want to be called by Telkom.

Consumer journey - changes
The previous consumer journey worked well in divvying up the
phases and assigning specific “desired outcomes” to each month.
Our version of this journey works within this while adding “enhancers”
for more impactful messaging throughout.
We have also shifted some elements around, and have rationalised
those choices throughout the following overview.

Consumer journey: OVERVIEW
CHECK-IN1
Month
2
Month
6, 8 & 12
Month
18
WARM-UP2
Month
19-20
Month
21
EARLY
UPGRADE
3
Month
22-23
SCHEDULED
UPGRADE
4
Month
24
LATE
UPGRADE
5
Month
25-27

Phase 1 - Overview
CHECK-IN1
Month
2
Month
6, 8 & 12
Month
18
WARM-UP2
Month
19-20
Month
21
EARLY
UPGRADE
3
Month
22-23
SCHEDULED
UPGRADE
4
Month
24
LATE
UPGRADE
5
Month
25-26

CHECK-IN – Objectives
Bombarding new customers with upgrade comms throughout their
lifecycle does not make sense. At this stage we really just want to:
• Check-in at regular intervals to gauge customer satisfaction.
• Provide customers with assistance if they have an immediate problem.
• Ensure customers know the contact details for further communication.
• Build a relationship of trust.

CHECK-IN – Review and what’s new
Review of this phase. What we’d like to improve on and why:
• Check-in interval periods
Previously the check-ins were performed at months 6, 12 (recently canceled) &
18. We believe that if you want to build a solid relationship with customers you
want to get in there earlier. That’s why we’ve proposed an early check-in at
month 2 so if there is an issue we pick up on it early and deal with it.
• Check-in channels
As our health checks start in month 2 already, we think the next check-ins at
months 6, 8 & 12 should be SMS, so as not to overwhelm with too much calling.
Also, SMS is cheap and easy to execute to build on a growing relationship.

CHECK IN – Communication Timeline
MONTH COMMUNICATION CHANNEL
2 U
H
V
H
V
M
V
LV
Personal call with follow-up SMS
• This personalised call asks the customer if they are happy with
their specific contract and particular device
• The check-in agent should have all relevant contact details to
escalate any concerns – showing a willingness to really help
• The SMS should thank the customer and provide any direct
contact numbers in case of further queries
• If we can’t get hold of customers we could send an SMS with a
“reply yes for call-back” mechanic
The introductory
Health Check-in #1
sets the tone for the
relationship with our
Data contract
customers.

MONTH COMMUNICATION CHANNEL
6, 8 & 12 U
H
V
H
V
M
V
LV
SMS
• As we should have provided any necessary contact details
upfront in our introductory call, this SMS should serve as a
friendly reminder that should they need any assistance they
need simply reply to the SMS to get a call-back
• These “call-back” reminder SMSs should be sent at months 6,
8 & 12 so that we show an understanding and respect for their
time, letting them know that we are here if they need us
Health Check-in #2
should just be an
SMS check-in.

MONTH
Personal call
• Previously this call served as a survey.
• We would forego the survey as it’s a lot of time and a big cost to do a
telephonic survey just to lead customers into potential problem areas
• Grievances would have been brought up previously, so why lead into it?
• The check-in agent should use this call to acknowledge that the contract will be
ending soon and to find out if they are still happy with their contract.
• Now would be a good time to introduce the customer to Data Spend
Calculator: “SMS this number to figure out if you are overspending on data –
you might save more if you upgrade your contract.”
COMMUNICATION CHANNEL
18 U
H
V
H
V
Health Check-in #3
warm-up
communications.

MONTH
Personal SMS
• For the lower value groups we recommend sending an SMS with the same
messaging: “SMS this number to figure out if you are overspending on data –
you might save more if you upgrade your contract.”
• SMSs are cheap and easy to execute at scale – this fulfills the same function
• This could also be a good opportunity to test responsiveness to SMS vs Calling
– we could set a test group up to that effect
18 M
V
LV
Health Check-in #3
warm-up
communications.

CHECK-IN1
Month
2
Month
12
Month
18
WARM-UP2
Month
19-20
Month
21
EARLY
UPGRADE
3
Month
22
Month
23
SCHEDULED
UPGRADE
4
Month
24
LATE
UPGRADE
5
Month
25-27
Phase 2 – Overview

WARM-UP - Objectives
The warm-up phase leads up to the period where they can actually
upgrade. We will use this phase to:
• Warm up to the actual early-upgrades (a precursor).
• Introduce a campaign theme to engage and educate customers.
• Re-instill the “reasons to believe” in the Telkom data offering.
• Educate on the latest devices that Telkom has available.

WARM-UP - Review and what’s new
• This phase worked well previously, so we wouldn’t want to change a
winning formula.
• We would like to add new channels like social media, as well as a fun,
educational aspect so customers remember the reasons to believe.
• Content or copy for each channel will differ for LTE & 3G customers.
• As more of our target group have alternative contacts we have considered
more varied channels of communication.

WARM-UP - Review and what’s new
• We also think it will add more value to include a competition element in this
phase of the lifecycle communications.
• We would use the competition as a mechanic to positively reinforce the
learning upfront.
• We think this adds more value here rather than later because it builds
excitement for when they can actually upgrade.

WARM-UP – Campaign themes
The main difference in this phase is the inclusion of a specific character into
our campaign who will educate the customers on data:
• We chose to go with a character, illustrated within the approved CI, because
when you attach a personality to a campaign it helps retain the messaging.
• Having an illustrated character allows for complex ideas to reach the
audience in a friendly manner.
• This is because there is an element of being able to transpose your own
identity upon cartoon characters, making them more relatable.

WARM-UP – Campaign themes
Meet Data Dave:
Just because we use the internet doesn't mean we use it well. Because Telkom
appreciates loyal support from its data customers they want you to meet Data
Dave, who knows everything there is to know about getting the most out of your
data contract and wants to share those tips with you.
Campaign Theme Directions:
We have two creative options on Data Dave with creative messaging for each
for you to choose between. Both will have tips that we share across various
channels (discussed later).

Data Dave Direction 1
Illustration

WARM-UP – Concept 1
Direction 1:
Your data is precious to you. But in the world of uncapped, unmetred, HD
streaming, where rates are constantly changing and WiFi passwords are
blocked, the world wide web is more of a world wide jungle.
You need someone to help you navigate that jungle.
We know just the man!

Messaging

Messaging build-up:
Data Dave is going to give you the “hacks” you need to make it through this
data jungle alive!
For those of you a bit wary of the term “hack” we implore you to take this step
with us. “Hack” (as in “lifehack”) is the popular new lingo referring to anything
that makes a task easier.
It’s even already in the Collins Dictionary:
Lifehack noun
Any procedure or action that solves a problem, simplifies a task, reduces
frustration, etc, in one's everyday life.

Messaging build-up:
By aligning our messaging with a brave, new term like “Datahack” we are
proactively taking the necessary steps towards changing perceptions around
Telkom’s revived positioning.
After all, we need to make bold statements to live in a brave, new world.

Illustration

Direction 2:
Going online is one thing.
Going online and using your data wisely is quite another.
We like to think of ourselves as constantly connected through our dongles,
routers, tablets, desktops, etc. But what we all really want is a crash course in
how to use these devices and our data like a pro.

Direction 2:
For your loyalty, Telkom has enrolled you into the Data Master Class.
And you don’t even have to attend. Just wait and we’ll send the class notes
straight to you!

Messaging

WARM UP – Communication Timeline
MONTH
19-20 U
H
V
H
V
M
V
LV
Introductory Emailers & MMS
• This will introduce the campaign theme, and Data Dave, to all
customers
• Customers will know to be on the lookout for tips that will help
them become better equipped in the digital age
• An MMS would be a great way to showcase our character with
some light animation
• We would deploy MMS first with an email option deployed as a
backup for those who choose not to view the MMS
INTRODUCE
CAMPAIGN THEME
(DATA DAVE)
TO CUSTOMER

WARM-UP – Communication Timeline
MONTH
19-20 U
H
V
H
V
M
V
LV
Microsite to host datahacks
• This microsite will be an ongoing site where we build on the
datahacks we have each week
• Many of the warm-up channels will link to this microsite so
interested customers can go through the datahacks at their
leisure
• This microsite will help us to track engagement
EDUCATE
CUSTOMERS
AND INTRODUCE
DATA DAVE

MONTH
19-20 U
H
V
H
V
M
V
LV
Targeted statement insert (Printed and Digital)
• This will have the same function as the introductory emailer
• As some customers might have seen the introductory emailer
already we could also start including a tip in this insert and a
link to the microsite
EDUCATE
CUSTOMERS
AND INTRODUCE
DATA DAVE

MONTH
19-20 U
H
V
H
V
M
V
LV
Follow up email/SMS/MMS (with a featured hack)
• These would showcase the masterclass tips or #datahacks
• These tips would be based on ways to make the most of your
data plan and would also include the reasons to believe, eg:
• Largest WiFi network in SA
• Best Data network in SA (mybroadband)
• To prevent channel fatigue we should feature the tips across
various channels
EDUCATE
CUSTOMERS
AND FEATURE
DATA HACKS

MONTH
19-20 U
H
V
H
V
M
V
Online/Web banners
• These would be shortened versions of the tips
• Performance targeting will help us reach Ultra High, High &
Mid Value customers
• These, especially UHV, are usually hard to reach so we would
target them through their searches around devices & data
• We could also include these banners on the Telkom website
EDUCATE
CUSTOMERS
AND FEATURE
DATA HACKS

MONTH
19-20 U
H
V
H
V
M
V
LV
Social media
• Twitter
• Facebook
• Google+
• We could create a private page linked to the main Telkom page
• In month 19 our customers could then get a private message inviting them to
the page where they can exchange datahacks in a forum setting
• We could also use this platform as a base for cross-sales with previews to the
latest devices (we could even use this as a test group for future campaigns)
EDUCATE
CUSTOMERS
AND FEATURE
DATA HACKS

MONTH
19-20 U
H
V
H
V
DM pack
• We propose sending a DM pack to our Ultra High and High
value customers
• These are usually hard to reach via email, SMS or cold-calling
• By engaging and surprising them with this pack we stand to
win the highest value
• This pack would need to take the form of something digital and
be exciting enough to engage these busy customers
• We would need deeper investigation to develop this DM
campaign specifically
EDUCATE
CUSTOMERS
AND FEATURE
DATA HACKS

MONTH
21 U
H
V
H
V
M
V
LV
Email: Feature new devices with hacks
• In month 21 we would start showcasing the hot devices to entice customers
with the promise of something “new”
• Data Dave would explain the great features of the devices and why upgrading
to that specific device would make the most sense for them
• These would be specifically segmented by plan (LTE/3G) and customer value
(UHV, HV, MV, LV)
PREVIEW OF
EXCLUSIVE/NEW
DEVICES THAT
CUSTOMER CAN
CHOOSE

MONTH
21 U
H
V
H
V
M
V
LV
Competition element (External)
• As an added element in month 21 we would also include a competition
• This would be a gamification of the #datahacks/masterclass tips – testing how
many the customers actually remembered
• There would be a simple yes/no survey of 10 questions
• If they get more than 5 correct then they are automatically entered into the
competition to win a R5000 Mastercard voucher
• This would be a good element for further PR communication – we entice by
showcasing previous months’ winners
EXTERNAL
COMPETITION FOR
UPGRADE
CUSTOMERS

CHECK-IN1
Month
2
Month
12
Month
18
SCHEDULED
UPGRADE
4
Month
24
LATE
UPGRADE
5
Month
25-27
WARM-UP2
Month
19-20
Month
21
EARLY
UPGRADE
3
Month
22-23

EARLY UPGRADE - Objectives
At this phase our main aim is to highlight the fact that you can upgrade 2
months before scheduled.
• At 22 months into their contract, customers become eligible for an
upgrade and only from then onwards can they request one.
• The campaign themes will not necessarily be featured prominently at
this point in the collateral, as this becomes a secondary thought now.
However, they could still be “Endorsed by Data Dave” at the end of each
channel element.
• At this point we want to showcase the devices and the great deals.

EARLY UPGRADE – Review and what’s new
• The current rollout of of this phase works well.
• The main change here will be the campaign creative and messaging –
developed to support the deals.

EARLY UPGRADE – Communication Timeline
MONTH
22-23 U
H
V
H
V
M
V
LV
HERE THE DEALS
WILL BE ”SOLD” TO
CUSTOMER.
Deals email/SMS/MMS
• All comms in this phase will highlight hero deals for our customers
• These will be segmented between LTE & 3G as well as UHV/HV/MV/LV
• The main punt in these months will be in showcasing our hero deals
• In month 23 we will send an SMS letting customers know that a check-in agent
will be in touch shortly to inform them of their upgrade options

MONTH
22-23 U
H
V
H
V
M
V
LV
THIS WILL BE A
CALL TO HELP
CUSTOMERS
CHOOSE THE
RIGHT UPGRADE
Call check-in
• This call is to get people to upgrade early
• We do this by ensuring the tone is one of excitement: “Congratulations! You’ve
reached your early upgrade phase!”
• We do this by angling this call as a technology needs assessment
• One tool the check-in agent will have at hand is a flow-chart to help customers
choose the right device for their needs
• We are focusing on devices because that’s what you want to change at this
point – you might start thinking about contracts but the real reason you desire
change is to get the latest cool phones and tablets – sooner!

MONTH
22-23 U
H
V
H
V
M
V
LV
THIS WILL HELP
CUSTOMERS
CHOOSE THE BEST
DEVICE FOR THEIR
REQUIREMENTS
Data Dave’s Device Decider
• A major hindrance to upgrading is not knowing if you’ve chosen a good device
• The myriad choices in devices sometimes leads to “upgrade paralysis”
• What the Device Decider flow-chart will do is curate questions that lead you
towards the perfect new device for your specific needs
• After the check-in agents call they will recommend The Device Decider flow-
chart which they will send on in an email
• This flow-chart could exist as a simple infographic
• This could also take the form of an online click-through game
• This could also be posted in stores for people to experiment with while waiting

MONTH
22-23 U
H
V
H
V
M
V
LV
THIS WILL HELP
CUSTOMERS
CHOOSE THE BEST
DEVICE FOR THEIR
REQUIREMENTS
Data Dave’s Device Decider
• The next few slides are a mood board of how Data Dave’s Device Decider
might exist as a flow chart

CHECK-IN1
Month
2
Month
12
Month
18
LATE
UPGRADE
5
Month
25-27
WARM-UP2
Month
19-20
Month
21
EARLY
UPGRADE
3
Month
22-23
SCHEDULED
UPGRADE
4
Month
24

SCHEDULED UPGRADE - Objectives
At 24 months the contract ends and service becomes available on a month to
month basis. It’s the last call to “board’ on the renew/upgrade plane.
• In this phase it’s all about the sale.
• The way we try to lure them is by telling them about value adds they can get.
• For example: “Sign up now and get free Multi Sim, Device Insurance, etc”

SCHEDULED UPGRADE – Review and what’s new
• The main difference is how we deploy these comms.
• Previously channels were deployed on a weekly basis in this month.
• We believe that by overwhelming customers with constant lagging sales
comms will more likely result in hang-ups than upgrades.
• Our touch-points will therefore only be in weeks 1 & 3.

FINAL CALL – Communication Timeline
MONTH
24 U
H
V
H
V
M
V
LV
LAST MONTH TO
UPGRADE/RENEW
BEFORE
CONTRACT
EXPIRES.
Communication breakdown:
• Week 1: Call/SMS
• We first call
• If we do not get hold of the customers we send an SMS
• Week 3: Call
• This sales call would be to enthuse the customers:
• “Best news for you! Your contract ends in 2 weeks time which means you
have an upgrade due to you. Ensure you benefit from these value adds
on these contract deals
• We should also include a link to the relevant deals

CHECK-IN1
Month
2
Month
12
Month
18
WARM-UP2
Month
19-20
Month
21
EARLY
UPGRADE
3
Month
22-23
SCHEDULED
UPGRADE
4
Month
24
LATE
UPGRADE
5
Month
25-28

LATE UPGRADE - Objectives
By this phase if customers do not upgrade they will automatically stay with
Telkom on a month-to-month basis.
• Continued attempts should be made to reach out to the customer.
• Now we want to inform the customer of the shortfalls of not upgrading.

LATE UPGRADE – Review and what’s new
• Instead of merely prompting the customers to upgrade, our comms should
focus on what they could be missing out on if they do not.
• This should include:
1. Special value adds
2. Mention of latest device deal
3. Information of how the latest devices are improved versions of what
they currently have because they allow faster, more efficient use of
their data.

WIN BACK – Communication Timeline
MONTH
25-27 U
H
V
H
V
M
V
LV
THIS PHASE IS THE
REMINDER PHASE
Reminder SMS/Email
• These will go back to Data Dave
• Data Dave will now be focusing on the latest devices
• We showcase hero devices that are specifically aimed at these
segmented audiences
• The communications will highlight how upgrading to new
devices means smarter data usage, less wasted time buffering
and a more enjoyable experience online

NON-LIFECYCLE – support communications
These are extra ideas that do not fit into the lifecycle communications.
These are lead generating concepts that cast the net over a broader
audience and allow more Telkom customers to be enticed by our Data
Dave campaign messaging.

MONTH
EXTRA U
H
V
H
V
M
V
LV
Telkom in-store posters
and on-screen animations
• These should echo the Data Dave Campaign messaging
• By using a fun animation on store screens we give customers
an opportunity to learn the hacks while they wait in line
EDUCATE
CUSTOMERS
AND FEATURE
DATA HACKS

MONTH
EXTRA U
H
V
H
V
M
V
LV
In-store DM pack
• We propose a direct mail pack sent to our retail sales force
• This would be a card set with all the illustrated tips in one pack
• They could use these to help educate walk-in customers about datahacks
• We could supply them with enough so they could even hand them out to
interested customers
ENGAGE INTERNAL
SALES FORCE

MONTH
EXTRA U
H
V
H
V
M
V
LV
Internal competition element
• This is an extra element to include call centre staff and get them excited about
the campaign too
• We would ask call centre staff to send in their own datahacks
• They would get put into a draw to win a Telkom device
• If their tips are useful enough we could include them in the campaign and use
them to help build our microsite
• This could be the start of engaging internal forces to create useful content
ENGAGE INTERNAL
SALES FORCE

MONTH
EXTRA U
H
V
H
V
M
V
LV
Internal competition element
• Another opportunity is to include them in building a FAQ forum as they would
know what grievances our customers really have
• We refer to the Best Buy Twelp Force campaign as a case study here:
• https://www.youtube.com/watch?v=RbkS8AnqNGU
ENGAGE INTERNAL
SALES FORCE

MONTH
EXTRA U
H
V
H
V
M
V
LV
Social Media
• Twitter
• Facebook
• Google+
• From share-able posts to retweeting #datahacks; we think Data Dave has legs
• While we are using this creative as a retention tool we believe it can roll out
into much more supporting material; moving into cross-sales and supporting
broader Telkom sales in general
• A much deeper social media / digital strategy would have to be developed
around this
EDUCATE
CUSTOMERS
AND FEATURE
DATA HACKS

Conclusion
In our timeline we have maintained the same bones as the
original flow of phases.
We are enhancing the customer experience by bumping up the
campaign communications in the warm-up phase and allowing for
more interaction through the gamification of the
#datahacks/masterclass tips, as well as the Device Decider later
on.
We have included more channels of communication to ensure
messaging reaches even the harder to reach customers.

Conclusion
The refreshed creative of our campaign messaging allows for a fun
experience within the new CI – One that all can relate to. This helps
to create renewed interest and awareness in upgrading.
By providing data tips we are shaping attitudes towards Telkom as the
brand that wants to help you make the most of what you have.
In showcasing the many devices across great deals (plus the value
add-ons) and enhancing the competition element, we are stimulating
desire.
In doing this we give customers reason to believe that upgrading with
Telkom is the smart choice.

2015 12-12 1650 tc-upgrade_strategy v7

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2015 12-12 1650 tc-upgrade_strategy v7

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