Behaviourlab Comms Testing – Telecoms Case Study

Good communication is essential for a company to build trust and improve customer experience, which in turn drives higher spend, loyalty, and advocacy. Pre-testing ensures customer comms are clear and effective and resonate with the target audience before circulation. 

Mobile contracts typically allow an annual price rise. Our client, a global telecoms company, typically applies a CPI+3.9% increase. Given high inflation, the April 2023 rise was forecast to be over 15%. Our client wanted to minimise the risk of communicating this during a cost-of-living crisis. 

The rapid version of our Behaviourlab tool enabled us to deliver timely results. We: 

• Assessed sentiment and the risk of negative customer behaviours such as complaints and contract cancellation 
• Quantified the impact of content variations including presentation, price rise justification, and personalisation 
• Optimised the copy for viewer comprehension, elicited emotions and intention to act

This case study describes how this research approach was successfully implemented, and its organisational and commercial impact.