Behaviourlab Comms Testing – Telecoms Case Study
Our Behaviourlab comms testing provided invaluable insights ahead of the price rise campaign. It confirmed fears of a high risk of negative outcomes and yielded specific and concrete recommendations on how to optimise the copy and design to reduce this risk. Our recommendations in the following areas were of particular value:
- Whether and how to justify the price rise
- Whether to personalise the email to individual customers or segments
- How to identify customers most likely to react negatively and mitigate against it
This enabled our client to confidently launch their price rise comms campaign, knowing that they had minimised the chance of negative outcomes, especially customer complaints and cancellations.