Customer Reactivation Case Study

Vodafone Australia provides mobile voice, text and data services to more than 5.7 million customers Australia wide. With new services about to be launched, Vodafone needed to engage with previous clients to promote the new services and try to win them back.

The Requirement

Vodafone approached FMG wanting to reconnect with previous corporate clients through relationship building telephone calls. The quality of the conversation and the information gathered on the call was of key importance with Vodafone focusing on positive reinforcement of their brand.

Our strategy was designed with the following objectives:

  • A focus on rebuilding the relationship, through honest conversation including obtaining feedback on their previous experience
  • Promoting new services and communicating infrastructure improvements
  • Updating customer records and gaining opt-in for email marketing
  • Generating interest and booking appointments for the Vodafone sales team to re-engage prospects to win them back


The Results

In a partnership spanning 3 months, we conducted over 2,800 hours of calling. Our call centre agents spoke with over 7,000 decision makers and booked more than 350 appointments. An additional 2,000 future leads were identified and contract expiry dates recorded.

Thousands of records were updated and an email marketing list for lead nurturing was created.

Our open door policy enabled Vodafone management to visit our office, meet their agents, provide training, listen to calls and provide feedback. This is invaluable for all parties as it gave Vodafone confidence of our approach and gave our team insights to further improve the strategy ensuring the best results were achieved.

The customer reactivation campaign was so successful Vodafone continued to work with us on a new customer acquisition campaign.

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