Summary
You Promise We Resume, a customer friendly service to offer interrupted entertainment to their customers.
Challenge
The year 2020 brought the covid-19 pandemic worldwide and India was affected as badly as the other countries. As a safety measure and minimise the risk of spread of the virus, the government initiated the national lockdown. A majority of the d2h subscribers recharged their connections from their nearest dealers, but with the lockdown in action, customers were unable to go to their nearest dealer for account recharge and d2h witnessed disconnection in their services. To make sure people pastime at their homes, it was important to provide uninterrupted entertainment services to subscribers. d2h initiated a new service – YPWR, during this time bringing respite to these disconnections. d2h YPWR service helped subscribers to fulfil their daily dose of entertainment and spend quality time with their family. The YPWR service was enrolled by customers at nominal fee of Rs.10 so that subscribers witnessed no disconnection in their services.
Objective
The objective was to demonstrate to audiences how d2h pre-empts their needs, providing simple solutions to ensure an uninterrupted TV viewing experience under any circumstances. The role of entertainment cannot be downplayed in the current situation as it offers an escape from everyday worries. In the lockdown situations during the past year people were unable to recharge what had quickly become their only source of escape and their only window to the outside world, their Television. YPWR as a tool could be used to overcome factors where TV viewing or recharging ability gets affected.
Strategy
Subscribers are procrastinators, and thus tend to push their work to the last moment, only completing it once in the shadow of the deadline. Television entertainment recharge is one such thing. Further, there are situations / hindrances beyond their control that act as a roadblock to their tasks, most recently the outbreak of the pandemic. A large section of the customer base relies upon our trade partners or other local recharge shops to top up their account, a process that was difficult to complete after the onset of the lockdown. Considering the challenges faced by subscribers during this period whilst also knowing that it reportedly takes people 2-3 days to recharge their services post a suspension, d2h decided to offer credit period for 3 days, to ensure their audience stayed with them, eliminating a reason to stray/explore competitive offerings whilst also maintaining uninterrupted entertainment. The early days of the pandemic also saw a large increase in government communication through the medium of TV, another factor that further justified the need for a credit buffer to ensure communication channels were maintained, something d2h identified as being a major step in their contribution towards society's battle against the coronavirus. Just one missed call affords customers a 3-day credit window that allows them the opportunity to plan their outdoor activities in a safe manner whilst also giving them time to understand the process of online recharges, a feature that saw exponential growth in usage and was heavily promoted during this time to reduce the need for our customers to leave their homes. D2h thus introduced - You Promise We Resume, a customer friendly service to offer interrupted entertainment to their customers. • During lockdown, d2h utilized YPWR as a facilitator for subscribers who were unable to recharge, whether through online or offline means
Data
By habit, people tend to procrastinate their daily chores. This includes recharging their d2h connection on time. An inactive connection means a sudden disruption of their TV viewing habits and are likely to lapse. The You Pay We Resume (YPWR) campaign was rolled out to arrest lapsing of customer subscription and instill brand loyalty amongst consumers in a category that, in addition to having tough competition, has been ever evolving due to digital disruption. Recognizing the customer's tendency to procrastinate the act of recharging their account until the very end, d2h celebrated the trust and goodwill of its customers by rolling out a 3-day extra credit period at a fee of Rs.10 only. This power of this idea took on an even more impactful form during the Covid-19 lockdown as the service was availed by customers who were unable to go to their nearest dealer for account recharge. The YPWR service was enrolled by customers at nominal fee of Rs.10 so that subscribers witnessed no disconnection in their services. The service, whilst seemingly simple in its implementation, has had a marked effect on brand loyalty, with several customers benefitting from the uninterrupted presence and in turn leading to higher customer retention along with assured profitability. The results have been excellent: • D2h achieved 33% increase in YPWR subscription between Sep 2019 and Sep 2021 • Over 95% of customers who availed the service then recharged their accounts within 90 days or less
Solution
Recognizing the customer's tendency to procrastinate the act of recharging their account until the very end, d2h celebrated the trust and goodwill of its customers by rolling out a 3-day extra credit period at a fee of Rs.10 only. This power of this idea took on an even more impactful form during the Covid-19 lockdown as the service was availed by customers who were unable to go to their nearest dealer for account recharge. The YPWR service was enrolled by customers at nominal fee of Rs.10 so that subscribers witnessed no disconnection in their services. The service, whilst seemingly simple in its implementation, has had a marked effect on brand loyalty, with several customers benefitting from the uninterrupted presence and in turn leading to higher customer retention along with assured profitability.
Results
The results have been excellent: • D2h achieved 33% increase in YPWR subscription between Sep 2019 and Sep 2021 • Over 95% of customers who availed the service then recharged their accounts within 90 days or less • 19.80Cr annualized YPWR subscription charge revenue • 95% of customers who opted for this service recharged within 90 days after. • As an outcome of YPWR campaign, d2h achieved 33% increase in YPWR subscription from Sep'19 to Sep'21. 19.80Cr annualized YPWR subscription charge revenue.
