Annual Enrollment Program - Assurance Wireless
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Overview & Challenge(s):
Assurance Wireless is a wireless telephone service subsidized by the federal Lifeline Assistance Program, a government benefit program supported by the Federal Universal Service Fund. The service provides low-income eligible individuals a phone, monthly data, unlimited texting, and monthly minutes free of charge.
The program includes specific public assistance programs such as Medicaid (Medicare, Section 8, and Social Security Income; Medicare is excluded). Participation requires re-qualification every calendar year, and the rules are complex. Customers typically do not have access to technology for submitting the required documentation, and therefore, required that we offer electronic and manual options to renew.
Goal(s): Maintain 90% or more of existing subscribers, make it easy to re-qualify, create an internal process for monitoring eligibility, and develop an ongoing lifecycle marketing plan.
Strategy and Approach:
Assembled and led a cross-functional team of key stakeholders, established actions and owners, and a cadence for collaborative meetings.
Evaluated and revised existing processes for both the qualified participants and the internal employee support teams.
Defined target audiences based on behavior such as inactivity (users are required to make at least one call every 30 days) and those with an upcoming renewal.
Implemented automated marketing campaigns, in both English and Spanish:
Proactive SMS/MMS with daily inbound/outbound feeds
Response-based user journeys.
Welcome series for new subscribers.
Revised the participant qualification process, added FAQs, created a de-enrollment process, and developed customer-facing educational information.
Authored and retrained the customer support teams and incorporated the content into new hire onboarding.
Engaged and managed the Sprint-approved vendor partner, Zeta Global, to assist with the execution of tactics.
Results:
Exceeded retention goal, hitting 96% versus 90%.
Reduced the number of calls to the Customer Service Teams by nearly 30%.
Call handle time decreased by 22%.
Customer Satisfaction with the program improved by 31%.
NPS improved by 27%.
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