This fall, a large, North American ISP determined the need to contact its entire subscriber base with important information regarding their WiFi access. The ISP was about to carry out an automatic software update to its entire subscriber inventory of WiFi modems that would enable dual-band access, either 2.4Ghz or 5Ghz. The new feature improves the WiFi experience by automatically connecting each device to the band offering the best signal and performance. However, it was first necessary to inform subscribers that only one WiFi network name and password would be used for all devices in the home by the updated software; access would thus be consolidated using settings in place for the 2.4Ghz network.
The campaign’s message content was created using the intuitive authoring tools of PerfTech’s in-browser communications platform, already in use for various other use cases by the ISP, and a schedule was set up.
Because of the large size of the subscriber base, the ISP opted to carry out the campaign in segments over a period of 3 months. Messaging to each segment occurred in two phases: one message (PRE) explaining the software update/password consolidation that was about to occur, and a second message (POST), delivered one week later, confirming that the process was completed. Note that the update/consolidation occurred automatically, and the subscriber did not need to do anything operationally, only confirm that they had understood the message. Upon receiving the in-browser notice, the subscriber could choose to acknowledge, learn more through a link, or ask to be reminded later. Results follow:
RESPONSE PRE POST
Acknowledge 52.3% 64.1%
Learn more .3% 2.0%
Total response 52.6% 66.1%
Note that such successful informational message campaigns reach subscribers efficiently, in a timely manner, and without substantially impacting customer support, saving the ISP time and cost.