IBM > Case Studies > Bridgevine Boosts Conversions by 300% with Automated SMS Program

Bridgevine Boosts Conversions by 300% with Automated SMS Program

Technology Category

Platform as a Service (PaaS) - Application Development Platforms
Robots - Wheeled Robots

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Real-Time Location System (RTLS)
Track & Trace of Assets

Services

Cloud Planning, Design & Implementation Services
System Integration

About The Customer

Bridgevine is a company that powers customer acquisition solutions through its next-generation technology platform. The company thrives in a digital market where product and service supply from leading service brands intersects with residential and SMB customer demand. Participating partners in the telecommunications, cable, satellite, home security, and energy sectors delight in acquiring new customers, building brand loyalty and unlocking new revenue streams. Bridgevine’s technology platform has generated over USD15 billion in annual recurring revenue for business partners since its inception in 2003.

The Challenge

Bridgevine, a company that powers customer acquisition solutions through its next-generation technology platform, was facing a significant challenge. The company was struggling with prospective customers not following through with conversions, specifically, calling into the call center to schedule an installation appointment. This was a significant issue as it was affecting the company's ability to acquire new customers, build brand loyalty, and unlock new revenue streams. The company's marketing team, which markets to an entirely B2C audience, was in need of a more effective way to ensure that these prospective customers followed through on scheduling an appointment.

The Solution

To address this challenge, Bridgevine's marketing team, with the help of IBM® Marketing Cloud, implemented an automated email and SMS campaign. The company placed a short form that includes both email address and mobile number on its TimeWarner microsite. If a prospect completes the form and opts in to receive future communications, but does not immediately schedule an appointment, the individual is automatically placed into an automated re-touch program. In this program, the lead receives an automated SMS and email—both triggered via IBM Marketing Cloud—upon submission of the form. The first SMS is delivered in 1-2 minutes of the form submission. The lead continues to receive automated SMS and email messages for up to three days, unless it becomes a conversion before then. If the prospect in the program does call to schedule an installation appointment, the IBM Marketing Cloud platform is tied to the Bridgevine call center via an API, therefore automatically removing the prospect from the program.

Operational Impact

The implementation of the automated email and SMS campaign has significantly improved Bridgevine's operational efficiency. The company has been able to be more proactive rather than reactive in its approach to increase conversions. The automated system ensures that leads receive timely communication, which has resulted in a higher call-back rate. Furthermore, the system is tied to the Bridgevine call center via an API, which automatically removes a prospect from the program once they schedule an installation appointment. This has streamlined the process and reduced the workload for the call center staff. Overall, the solution has enhanced Bridgevine's customer acquisition process and improved its ability to build brand loyalty and unlock new revenue streams.

Quantitative Benefit

Achieved a call-back rate of 33 percent
Increased conversions by 300 percent
Expanded the SMS program, with 30 percent of new email prospects also opting in for SMS