Vertu's customers are incredibly discerning, and expect only the very best service.
Our challenge was to create and deliver a programme of highly personalised communications that would stimulate more handset purchases and greater use of the Vertu services.
Black Sun has transformed how we communicate with our customers
Head of Global CRM
We developed a clearer articulation of the customer proposition by creating 'Vertu Life': "first class lifestyle events, destinations and experiences curated exclusively for Vertu owners" which brought together all of the Vertu owner benefits under a single proposition.
This enabled us to communicate them more effectively.
We then defined the desired customer experience at each and every touch-point online, in-store and in print, all of which could be personalised through the owner profile, the profile consisting of handset ownership, service adoption, take-up and usage.
The communications we created consisted of:
- On phone registration sign up
- 'Nursery' programme introducing new services to new owners
- Personalised service renewal letters
- Highly personalised product launches
- Targeted new model launches
- Social media campaigns to reach prospective owners
The communications resulted in a substantial return on investment, with higher levels of multiple phone ownership, more service usage and higher levels of service renewals.