Customer Switching Campaign with SMS

To support the introduction of their new ‘Open24′ current account, Permanent TSB wanted to improve their communications and conversion rates of customers in the process of switching to Permanent TSB. Each new customer is assigned a Switch buddy who communicates with them before, during and after the switch to make the transfer easy and hassle-free. Permanent TSB were using letters and emails to facilitate this communication, but found this method to be lacking in terms of response rates. SMS Marketing techniques were employed in order to:

• Increase response rates from customers

• Communicate time-sensitive information to customers

• Reduce contact centre overheads

Púca’s Message Manager™ system enables Permanent TSB to use SMS marketing techniques to communicate effectively with pre-switch current account customers. Five text message templates were used to guide customers through the application process. Each message corresponded to a different stage in the application process, for example requests concerning the customer’s previous account, confirmation of the account application, requests for documentation, reminders, and confirmation of the switch. In addition, each message contained the phone number of the customer’s Switch buddy to allow regular two-way communication.

The deployment of Púca’s Message Manager™ system resulted in Permanent TSB achieving a significant increase in conversion rates compared to email and post alone, while dramatically reducing costs as a result of the improved flow of time-sensitive information. Permanent TSB are also seeing a significant reduction in Switches being declined first time around as customers are reminded to notify their original bank not to use their bank cards. Overall, integration of SMS marketing techniques into the switch process has greatly enhanced the customer switch experience