The Client
On October 1st, 2008, AT&T Consumer Lease Services changed its name to QLT Consumer Lease Services. QLT Consumer Lease Services, has New Jersey-based operations managed by Alcatel-Lucent, formerly Lucent Technologies. QLT is in the business of leasing telephones and other communication devices as well as cordless phones & telephone accessories.
The Challenge
Although successful in acquiring lease customers, QLT had a significant customer retention problem. The majority of the client base is older (65+) demographic. FaceTime was brought in to help decrease customer attrition and increase customer satisfaction by leveraging insight related to communicating with older customers.
Results
- Customer retention increased 13.8% in 2 years
- Overall customer satisfaction increased from 82% to 93% over 3 year period.
- Enrollment penetration in the Lease Rewards program increased from 2% to 18% in 3 years.
Solution Overview
- Repositioned Marketing Communications Program.
- Provided Senior-targeted direct mail strategies.
- Redeveloped web site to make more conducive to the aging eye
- Refocused/redesigned newsletter to make more Senior-friendly
- Rewrote scripts for incoming and outgoing tele-service calls.
- Created and executed a customized program for trainers and supervisors.
- Repackaged Product Guide for easier understanding.
- Created more logical Product Manuals and Quick-Start Guides.
- Provided enhanced Lease Rewards/Loyalty Program.
