Challenge: In an increasingly competitive marketplace, Cellular One (now Cingular Wireless) was concerned about loss of renewals and wanted to insure it retained its mobile customers when they upgraded. To aid in this effort, it developed some new product and service concepts.
Objective: To assess the viability of and potential opportunity afforded by new product and service offerings.
Solution: Plan-it conducted New Product Viability and Customer Retention Studies to explore the customer experience among high value customers and those who had defected to competitive providers. New concepts were also explored and evaluated for their impact on interest.
Result: Recommendations were provided for new product and service offerings that provided the greatest opportunity to convert competitive cellular users and build loyalty among current customers.