The Challenge

  • In a crowded telecommunications market, T Mobile were struggling to retain customers.
  • They needed to reduce churn and ultimately increase value across Pay Monthly and PAYG customers.

Our Solution

  • Fuel created a self-learning decision engine which, based on historical customer data, determines which rewards to offer each customer at different stages of their lifecycle.
  • As well as optimising the communications channel mix, the engine also identified which rewards to hero in the SMS/MMS/Email based on screen space available.
  • By using social listening and current trends, communications had an element of topicality and copy was tailored to individuals at the right time and through the right channel