There are some types of upgrades that require detailed actions be performed by the subscriber. Moving a voice system service to a new platform is one of those user-involvement intensive events. In the case of one regional ISP customer, the list of information items to convey was lengthy, and included:
• the date and hours that the upgrade was taking place
• the hours after which partial and full service would be restored
• the necessity to login to a new portal to set up voicemail
• temporary, unique username and password to login
• a link and a phone number to get help
The ISP carried out the upgrade in 4 areas during different nights over a 9-day window. To ensure timely attention by the subscriber, the ISP delivered an in-browser message explaining the above information for two days prior and the day of the upgrade. Four actionable buttons in the message allowed the subscriber to respond: Close, OK thanks, Learn More, or Remind me later. The Remind button could be clicked multiple times to get a later delivery, but the subscriber could click the other three buttons only once, after which the message never reappeared. Results that reflect one response per unique user were as follows:
Button Response Rate
Ok thanks 33.1%
Learn more (link) 0.9%
Close 54.7%
Total Response 88.7%
With so much time-critical information to relay, choosing to deliver it via an in-browser message just ahead of the upgrade event proved to be most effective for the ISP.