HOW SILENT ROAMERS TURNED INTO ACTIVE ONES?

Challenge:

I have been working for a GSM company for a long time, one of the most challenging problems we  have seen was our customers communication habbits when they are abroad. They use our bundle  voice, data, sms packages without any fear in our home country, but we saw that when they go  abroad, some of them were not using their mobile packages ,instead they were choosing to close  their telephones, they prefer to be silent. We focused on to solve our silent roamer problem, we  tried to solve “How can we turn our silent roamers into active ones? Also how can we decrease our  silent roamer percentage?

Selection:

Mind Mapping tool was the most appropraite way to learn the reasons of our customers’ behaviour,  we thought that learning their insights was the most important thing that could gave a chance to us  to prepare appropraite roaming packages& campaigns for them.  Because mind mapping is looking  for patterns and insights in a large quantity of data you collected during your exploration of what is  the current reality. The goal is to establish criteria for the what-if idea generation phase. Which  comes next. Mind mapping provides a segway from what is to what if.

Application:

Initially we decided to organize a research phase to apply this method. First of all we segmented our  roaming customers according to their usage habbits as “Silent Roamer”, “Occasional Roamer”,  “Frequent Roamer”.

Silent Roamer: Customers who don’t use any voice, data & SMS tariffs whent they are abroad.

Occasional Roamer: Customers who use roaming packages temporarily, for ex 1 time out of their 2  trips .

Frequent Roamer: They use our all roaming packages.

First of all, our research team focused on the two segment, silent and occasional roamers. They  called silent roamers, tried to understand the reasons of being silent or closing mobile phones when  they are abroad. And also they called occasional roamers to try to understand their behavior.

Insight:

When we analyzed the research results, we saw that most of our silent customers wants to know  what to pay, they don’t want to face with a roaming bill shock, they fear if they excess their packages  and if they have to pay big amounts. And also occasional roamers wanted to have tariffs easy to  understand, they don’t want to deal with complex packages they want to do easy transactions.

Approach:

With analyzing these insights we reached by asking directly to our customers, we designed two  alternative packages for these two segments, first we made a test with a small of group and we  surprised by the change of our customers roaming communication habbits. We prepared small  packages with a limited usage, these packages stops when our customers consume the data or voice  limits in the package. So they bought and used our limited packages without any package excess fear.  After that packages our silent roamers decreased by %25. Also we launched “Roam Like Home”  Packages for our occasional roamers, these packages are activated by the first roaming usage, there

is no need to make an activation, with these packages our occasional roamers turned into active  users.

