Launched in 2005, Three, is one of the top 3 telecommunications providers in Ireland. To date, Three has invested almost €2 billion in building its Irish business to make it Ireland’s second largest mobile operator with a 35% market share and over two million customers across the country. With a further investment of €300 million to bring super-fast 4G networks to customers, Three continues to be Ireland’s leading, innovative and cost effective telecommunications provider.
When Three acquired O2 in July 2014, it needed to quickly reach out to its new customer base and welcome them aboard as a new service provider. This presented Three with a challenge, it needed a way of swiftly building a customer engagement programme and to add value to its customers to bring a positive experience to the brand. This project was to be called 3Plus and the work needed to be completed as an urgent priority within a tight three month timeframe. In a fiercely competitive market, Three needed to collaborate with a dependable partner, one that truly understood the mobile marketing landscape and could seamlessly integrated with existing systems and other partners. It was also essential the partnering technology could operate in real-time bringing personalised, relevant communications to over 2 million customers.
To build a positive experience for its new customers from the start, Three decided to build a dedicated rewards programme offering exclusive access to the 3Arena, competitions, handsets discounts & offers on cinema, shopping, food & drink – this was to be called Three Plus. Three then needed a way to be able to communicate & promote these offers to its new customers quickly and efficiently and needed to have a trustworthy partner that could design and implement a robust customer loyalty programme using the latest mobile technology.
Having fully integrated with Three and their partners within the matter of months, Engage Hub began hosting SMS short codes for Three’s subscribers to interact with. This enabled them to take full advantage of the personalised offers provided by Three. In conjunction with Three stakeholders, Engage Hub then designed and implemented the end-to-end customer journey, which is initiated when eligible customers interact with advertised short codes.
When Three acquired O2 it naturally resulted in vast internal change which put added pressure on senior management at Three. However, once Engage Hub was briefed on the project requirements it took control for delivering top class project management. To ensure Three didn’t experience any service down time whilst data was migrated from cumbersome servers across to Engage Hub’s infrastructure, a 12 month plan was drawn up which both Three, Engage Hub and other third party suppliers fed into. As required, Engage Hub facilitated out of hours support with the end result being a seamless migration with zero downtime of services. This work was completed successfully, to schedule and within budget.