Customer Retention - Imperial Brands
IMPERIAL BRANDS
Imperial Brands
Creating a wraparoud customer experience to improve retention for Imperial Brands
Our role for Imperial Brands (IMB) was to develop a CRM and loyalty solution that focussed on post purchase engagement and improving retention to help customers change their smoking behaviour
Heated Tobacco (HT) is a fast-growing category, offering adult cigarette smokers a reduced risk alternative to enjoy nicotine.
For those that completed IMB’s trial of this new product the retention rates from pilot activity was lower than anticipated and it was taking too long to change the smoking behaviour to adopt HT - so there was room for improvement.
Our solution was to create a unique wraparound customer experience by developing a retention programme that creates a customer relationship like no other in the sector.
An immersive experience rooted in the desired brand space of belonging and conviviality driven by the 5 C’s of Community, Care, Communication, Content & Commerce. Utilising social channels as a key proponent of the programme would help support adoption and reduce attrition.
Superior onboarding of the customer is paramount through conveying the right messages at the righttime and addressing any initial concerns (product/service) which allows for further future engagement.
A Post Purchase Experience was mostly carried out digitally through email and SMS with the addition of human contact through inbound and outbound call centres.
The customer relationship was rewarded and recognised for participating with the 5 C’s through a loyalty programme, using engagement as a currency.
Our global retention solution was to develop a strategy that could be adapted and executed at local market level. Whilst it is too early for retention results, initial local market feedback has been very positive.