Telstra has used about 80,000 points of data to create personalised videos it will send out to customers next week, as it continues to evolve its check-in campaign.
Its director of customer relationship management (CRM), digital and loyalty, Nick Adams, told AdNews the videos will be sent out next week, and will contain truly personalised content.
“We personalise through the script and the images, they're all personalised to you. So it will say 'Nick, you've used this much data this month and we're recommending this plan', and that's all presented in an animated video,” Adams said.
“It's just another way to present that information, as we're always looking for the best way to engage with customers.
“It was only really possible because we had that rich layer of data available to us, and because we had that, it only really took us about two months to put together.”
The videos are an evolution of its check-in campaign, a follow up to last year's 'Thanks a Million' initiative that saw one million customers contacted directly to say thanks for their business.
Check In offers each customer an end to end review of their account and phone usage and aims to identify if they could be on a better tariff.
The two campaigns are a direct result of Telstra evolving and developing its CRM capaibility to more than just a sales tool, extending it to solve customer loyalty and retention problems.
However, Adams said it was also about getting off the paid-media feeding tube.
“The vision started with Mark Buckman (former head of amrketing) three and a half years ago then as the leadership group evolved we realised we were too above the line focused, and we needed to make sure we were more media neutral,” Adams said.
“The idea was to bring CRM and analytics up to a more natural weight, so now we have that humming we can make the decision on which channel to deploy given which business problem we may have.
“We didn't have that choice three and a half to four years ago.”
He said while there was some initial scepticism about the ability to bring CRM to the fore, that dissapated quickly as they were able to demonstrate return on investment.
“We brought in a dedicated reporting team and then we had a very clear attribution methodology, so we were able to measure what we spent and the marketing return on investment.
“We had to go from being an order-taker to putting data on centre stage. The idea was that we knew we had great capability and great people, but we weren't sharing across the organisation and enabling the organisation.
“So we now have this new skillset which is about us outlining how we can help solve a business problem or an advocacy problem, or a service problem based on the assets we have.”
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