TCI Cablevision

The question, “What’s it worth to keep a customer?” prompted this campaign.  With cable TV systems suffering high levels of customer turnover each yet, we felt that our cable clients might profit as much from efforts to maintain customers as from acquiring new ones.  This campaign became a national effort after three years of successful testing in regional markets.  It not only reduced customer turnover by approximately 26%, but also generated overwhelming customer satisfaction.  In 6 different customer satisfaction areas measured, recipients of the “Owners Kit” averaged 64% satisfaction whereas non-recipients averaged only 42%.  The multi-mailing campaign included many elements that strengthened TCI’s relationship with their customers.