Case Studies
Cleartouch - Cell Phone Service
Challenge: Cleartouch is one of the top cell phone service providers in the United States. Their goal was to sign up 400,000 new subscribers in a year and decrease the number of disconnects throughout their network.
Solution: To accomplish Cleartouch’s goal of such rapid growth, MMDR first needed to understand their customers and operations. MMDR achieved this by narrowing the target audience and isolating their cell tower coverage to better pin point prospect households. After analyzing Cleartouch’s existing customers, MMDR discovered that a large number of subscribers were located in areas that fell outside of cell tower ranges. Therefore, their customers were disconnecting at such an overwhelming rate because they were frustrated at the lack of coverage in their areas. The key to Cleartouch’s two-tiered direct mail campaign was to target only the consumers within their coverage areas and sign those individuals up for service. With this method, Cleartouch prospects would not only be more apt to take advantage of the direct mail offer, but they would also be happier with their Cleartouch service and disconnects would be unlikely.
Results: With MMDR’s customized direct mail strategies, Cleartouch obtained over 435,000 new customers and cut the disconnect rate from 14% to 8% over the course of the year.