In 2023, BT Group and Uniqoda embarked on a mission to seamlessly migrate Plusnet mobile customers to EE, with a focus on customer satisfaction and market share preservation. Following BT Group’s acquisition of EE in 2015, the challenge of consolidating services under EE was met with innovative solutions from Uniqoda to overcome historical migration failures.
The campaign was launched in May 2023 and saw exceptional results with a migration rate online that exceeded targets by 35% and a conversion rate of 9.8%. The achievement of zero unauthorized usage and a migration rate of 75% surpassed targets by 115%, leading to substantial savings in reacquisition costs.
To achieve these results, Uniqoda introduced an innovative content gate strategy that provided exclusive EE deals to Plusnet customers, encouraging self-migration with special offers. The key pillars of communication and problem-solving were essential to the success of this collaboration.
The partnership between BT Group, Uniqoda, Plusnet, and EE was praised by Plusnet & EE Director Jo Carman for its outstanding results and customer-centric approach in the telecom industry. This success demonstrated how collaboration can lead to exceptional outcomes in a dynamic industry.
The Performance Marketing Awards 2024, held in association with WeShop, recognized the innovative campaign and its unprecedented retention success. The campaign’s focus on putting the customer first and leveraging platform capabilities was highlighted as key factors in its effectiveness.
