A growing UK network with complex internal processes.

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Trustpilot reviews reaching a 5-star rating

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Uplift in campaign engagement

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Increase in engagement using RCS versus email

SMARTY is a rapidly growing UK SIM only network operated by Three who were looking to improve the way they interact with their customer base.

They had different SMS and email providers which made alignment between channels and data analysis difficult and labour intensive. They wanted to have a single view of their customer communications, their different preferences and how they were responding to specific campaigns.

By investing in a cloud communications platform Webex Connect, they were able to increase their campaign engagement by 500%.

Challenge

Manual processes preventing growth with disparate systems and siloed data.

Solution

An integrated multi-channel platform for all customer communications.

Results

500% uplift in campaign engagement compared to a single channel approach.

Background

SMARTY is one of the newer mobile operator brands in the UK and was launched to provide an alternative option for consumers – low costs, straightforward plans, transparent pricing and flexible deals. They even give consumers money back for data they don’t use. This is all part of their mission to make mobile simple and honest.

However, their existing communications technology processes were anything but simple and SMARTY needed to find a better way to manage their interactions with customers.

  • SMARTY had different SMS and email providers which made alignment between channels and data analysis difficult and labour intensive.

  • They required an integrated, multi-channel communications tool that enabled their existing internal systems to communicate with one another and utilize data to create more personalized interactions with customers. This would also help to increase automation and reduce manual processes.

  • They wanted to have a single view of customer communications, their different preferences and how they were responding to specific campaigns.

Solution

SMARTY deployed Webex Connect to drive seamless customer engagement across its customer onboarding programme as well as throughout its in-life and retention campaigns which required greater need for effective, cross-channel, personalized communications.

How did we help?
  1. The centralized communications platform has enabled SMARTY to adopt a multichannel approach – using email, SMS and RCS messaging to create more interactive customer journeys.

  2. SMARTY uses Webex Connect across different teams – marketing, digital and CX departments, which demonstrates how the platform’s low-code tools can be used by regular business users, rather than just developers/IT teams.

  3. Webex Connect enables seamless ‘two-way’ communications for SMARTY’s customers. This joined up communication across all channels has made it extremely easy and efficient for SMARTY to continually communicate with its customers at a place and time that suits them best.

Use cases
  • Webex Connect can sync with SMARTY’s Trust Pilot reviews programme and by using RCS it's easier and more convenient for customers to leave reviews.

  • Automates retention campaigns via RCS with Webex Connect automatically triggering a winback journey for customers that request a PAC code and are looking to leave. This campaign is also sent via SMS for any non-RCS eligible customers.

Webex Connect has helped overhaul our entire approach to customer communications with its multi-channel capabilities providing a frictionless customer experience. ”

Head of Marketing & Propositions, SMARTY

Reducing customer churn via RCS messaging

Certain campaigns powered by Webex Connect have yielded impressive results. Using RCS has made it even easier for customers to leave Trustpilot reviews, with SMARTY now reaching a 70% 5-star rating.

The RCS channel has also generated over a 100% increase in customer engagement vs email and SMARTY has unsurprisingly seen up to a 500% uplift in campaign engagement compared to the traditional single channel approach.

Read our RCS marketing guide to get more ideas in how to utilize this channel to it's greatest potential.

More related resources.

Case study

Learn how a leading UK telecom company improved their customer interactions using Webex Connect.

How to get started with RCS

Discover the value that RCS brings to mobile messaging and why businesses should adopt it.

TalkTalk

How personalized digital messaging led to a 30-point NPS score increase.

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