During the bulk of 2020, a multi-state broadband ISP and user of PerfTech’s in-browser messaging platform had discontinued late bill pay charges and notices as a humanitarian response to the economic toll brought on by COVID19. On December 1 of last year, on the cusp of the pandemic recovery, the ISP resumed its charges and notices to subscribers with past due bills. Subscribers were alerted to an account issue, and offered several actionable button choices, among them: “OK, thanks” to acknowledge the message, “Billing questions?” to get online help, or “Log in” to immediately check their account. Response rates for the first four months, from December 2020 through March 2021, are as follows:
Action Response Percentage
OK, thanks 15.5%
Billing questions? 4.8%
Log in to your account 14.3%
Total 34.6%
While the subscriber could also choose “Remind me later” or “Close”, the nearly 35% action response, especially as two of the response options involve immediately taking further action, is viewed as a highly positive and successful rate of engagement.