2. SIM only buyers
think they’re smarter
If you’re on Pay Monthly, you enjoy the convenience,
the recognition and you don’t mind the premium.
Plus it’s simply the way you’ve always bought.
If you’re PAYG you’ve made some sacrifices, but
you’ve got the shiny new handset you really wanted.
SIMO? You’ve been canny. You’ve worked out there’s
a third way. Nobody’s going to pin you down into a
long-term commitment or make you pay for things
you don’t need.
Opportunity: They see themselves as a distinct
segment, so treat them as such.
3. They also feel they’re
being ignored
They’re customers the same as everybody else. But they
don’t seem to get the same recognition. In fact, it often
feels like their network is oblivious to their presence.
They deserve better, and they know it.
The problem is, they didn’t buy their plan for love of calling
or love of the carrier. They bought it to Skype their daughter
who moved to Hong Kong, to know when their train’s been
cancelled or to never miss Eastenders. And that’s the magic
of 4G. It gives you more of the experiences you love.
But these customers still need a carrier. The more you do for
them the more some will stay and others will even upgrade.
Action: Recognise and serve.
4. Source: EE SIMO Tariff Refresh 2016, Basis, 2015, qualitative research, quantified by Publicis/OnePulse 2016. Percentages in bold refer to ‘Deal Seeker’ etc being respondent’s primary
reason for choosing SIMO, percentages in brackets refer to ‘Deal Seeker’ etc being a respondent’s second reason for choosing a SIMO)
Among SIM Only customers two
key segments
5. Source: Publicis/OnePulse September 2016, n = 400 SIMO EE customers
EE needs to engage their customers more
than any other brand
We ran a survey to compare the types of
relationships different networks have with
their customers.
No other network has as many customers
who are in a Complete Stranger or Strictly
Business relationship as you have.
EE needs more Team Mate or Reliable
Neighbour relationships.
6.
7. An example of individual context
IDIOM™ is a Customer Intelligence Platform that
leverages behavioural data to drive an understanding
of what people actually do, not just what they say.
By using time-stamped, behavioural and geo data
aggregated by the individual we can drive creative,
experiences and content.
8. How IDIOM works to bring context
to customer relationships
IDIOM™ will help BT plan, develop and organise
the right content for the right consumer, at the right
time and on the right channel.
IDIOM™ pinpoints exactly the right behaviours to
inspire in exactly the right channels at exactly the
right time.
It mines massive amounts of behavioural data to
deliver individual/household level intelligence and
targeting at scale. Its ability to manage this level of
data across online and offline channels provides an
unmatched understanding of how people research,
compare and acquire telco products and services.
9. We put the customer at the heart
of everything we do
We genuinely believe that customer experience is increasingly
less about you, your products and your people and increasingly
more about the data you harness to adapt and respond to the
needs and motivations of your customers and prospects
You have more data about your customers than most companies
could only dream about. Putting BT and EE customers at the
heart of everything we do, and using data as our window on their
world gives us a truly rich and actionable picture of them.
