The document describes a multi-channel customer retention marketing campaign conducted by a telecommunications company. It involved identifying at-risk customers using data filters, then targeting them through personalized text messages, direct mailers, and outbound phone calls. Over 340,000 customers were saved at a cost of $14.65 per customer, significantly outperforming the company's previous single-channel direct mail campaign that saved 202,500 customers at $127.04 per customer. The multi-channel approach spent a lower percentage (3.09%) of the saved revenue on direct marketing efforts compared to the single-channel approach (26.76%).

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Customer A Customer B

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25. Customers
Units Cost Saved
Customer Base 30,000,000
Identification Filter 0
Customer Sent Direct Mail 30,000,000 $21,600,000
Inbound Calls from Direct Mail 750,000 $4,125,000 202,500
Total Cost of Direct Mail Campaign $25,725,000
Direct Marketing Cost per Customer Saved $127.04

26. IDENTIFICATION
TEXT MESSAGING
DIRECT MAIL
OUTBOUND
PHONE CALL

28. Propensity to churn
IDENTIFICATION
IDENTIFICATION
Over-utilization Filter out
TEXT MESSAGING Contract expiration
Old equipment
Payment issues
DIRECT MAIL
Low usage
Certain geographies
OUTBOUND
PHONE CALL Do not contact
2.225 mcustomers
2.25M customers
to be targeted

29. Personalized E-Verification
Inbound
Filter Text E-Contract
Call
2.0M
IDENTIFICATION Keep
Do not text Offer Based
Non- on customer
responders BI Model away from
retail
outlet
TEXT MESSAGING
TEXT MESSAGING Old equip/ Offer Based
No text on
capability plan type 160K Calls
@ 8% RR
DIRECT MAIL Phone
225k exclusive
removed offer
OUTBOUND
PHONE CALL

30. Personalized
Inbound E-Verification
Filter Mail Piece
1.38M
Call E-Contract
IDENTIFICATION Keep
Do Not Mail Personalized
customer
away from
retail
Non- Offer Based outlet
Responsive On BI Model
TEXT MESSAGING
to Mail
55K
Offer Based Calls @
ROI Filter: On Plan Type 4% RR
Usage/
DIRECT MAIL
DIRECT MAIL Profitability
Geography
461K
Removed
OUTBOUND Demographic
PHONE CALL Psychographic
Drivers
Phone
Exclusive
Offer

31. Outbound
Inbound E-Verification
Filter Call
675K
Call E-Contract
IDENTIFICATION Keep
Do Not Call Offer Based
On BI Model customer
away from
retail
Non- outlet
Responsive Offer Based
TEXT MESSAGING
to Phone On Plan Type
74K
Calls
Respondents Phone
to Text or Exclusive
DIRECT MAIL Direct Mail Offer
Billing 405K
OUTBOUND Cycle Contacts
PHONE CALL Made
More
More
Stringent
Stringent
ROI Filters
ROI Filters
649K
Removed

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33. Customers
Metric Cost Saved
Customer Base 30,000,000
Identification Filter (27,775,000)
Text Filter (225,000)
Customer Sent Text 2,000,000 $80,000
Inbound Calls from Text 160,000 $880,000 83,200
Direct Mail Filter (460,920)
Customer Sent Direct Mail 1,379,080 $992,938
Inbound Calls from Direct Mail 55,163 $303,398 28,685
Outbound Telemarketing Filter (648,719)
Outbound Telemarketing Universe 675,198
Outbound Telemarketing Contacts 405,119 $2,329,432 190,406
Inbound Calls from Outbound TM 74,272 $408,495 38,621
Total Cost of Direct Marketing Campaign $4,994,261 340,912
Direct Marketing Cost per Customer Saved $14.65

34. Control Multi-Channel
Customers Saved 202,500 340,912
Direct Marketing Campaign Cost $25,725,000 $4,994,261
Cost per Customer Saved $127.04 $14.65
Sales Revenue of Saved Customers $96,130,800 $161,837,687
Percent of Saved Revenue Spent on Direct
26.76% 3.09%
Marketing Efforts