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COX F120


CRM program

creative direction/strategy
"FCB chicago"

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COX F120


CRM program

creative direction/strategy
"FCB chicago"

Of America’s most hated industries of 2014, Market Watch reported that Subscription TV is number 2, while Internet Providers are number 1. While competitors looked the other way, FCB & Cox did something about it. Something unprecedented. Enter the F120 program: a CRM program meant to simplify the customer onboarding experience while also promoting transparency.

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touch points


touch points


Using personalized communications of email, direct mail, videos and each customer's very own website, we told customers about the services they'd be getting, how to use said services but most importantly, how to read their bill. Bill confusion, research shows, is the most popular reason customers leave cable providers. Something we desperately wanted to change. And did.

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Results


Results


The F120 program was not only extensive, but also highly successful. With over 1.1 million Cox customers enrolled in this communications program, the F120 program led to lower customer attrition rates PLUS an incredible 4:1 return on investment. That is, for every $1 Cox spent on the program, they received $4 in return. This program was groundbreaking, award-winning, but most importantly, helped clarify communications between a cable provider and their customers. Something that only Cox has,and continues, to do.

2015 David Ogilvy Awards: Gold in Technology
2015 CADM Tempo Awards: 1st place in Loyalty/Frequency Marketing,
2nd place winner in Email, 3rd place in Interactive Marketing Campaign