CRM and content marketing platform
The bulk of AT&T's CRM communications is tactical in nature. But we knew they need to find a way to shift customer perception from a transactional, impersonal utility company to an engaging, personally relevant brand.
So we created a digital content platform filled with engaging, shareable content that showcases not just product information, but what the latest technology has to offer, and how people can get the most from it through customer stories and human insight pieces.
The goal was is to turn CRM into CXM so that through engagement you build loyalty and a more fertile relationship to convert tactical offers.
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A regular stream of content aligned to the AT&T brand positioning, but relevant for the consumer creates a common ground.
Entertaining content gives consumers a reason to care about AT&T. Without it, they expect the worst.
The platform supports various forms of content and is distributed via a wide range of owned channels. It is updated on a weekly basis with new content promoted to AT&T customers in the places and spaces where they spend time.
Engagement has risen 10% monthly, which correlates to +244% NPS scores for the brand.