COX Communications
COX Communications
THE TASK
Of America’s most hated industries of 2014, Market Watch reported that Subscription TV is number 2, while Internet Providers are number 1. While competitors looked the other way, FCB & Cox did something about it. Something unprecedented. Enter the F120 program: a CRM program meant to simplify the customer onboarding experience while also promoting transparency.
THE SOLUTION
Using personalized communications of email, direct mail, videos and each customer's very own website, we told customers about the services they'd be getting, how to use said services but most importantly, how to read their bill. Bill confusion, research shows, is the most popular reason customers leave cable providers. Something we desperately wanted to change. And did.
FCB CHICAGO
STRATEGY, CREATIVE DIRECTION
The Results
The F120 program was not only extensive, but also highly successful. With over 1.1 million Cox customers enrolled in this communications program, the F120 program led to lower customer attrition rates PLUS an incredible 4:1 return on investment. That is, for every $1 Cox spent on the program, they received $4 in return. This program was groundbreaking, award-winning, but most importantly, helped clarify communications between a cable provider and their customers. Something that only Cox has,and continues, to do.