K2 – Convergent thinking, delivering a better customer experience for St. Andrews
Business problem
Optimise customer retention and annual renewal in a low interest category
K2 solution
A smarter value added pack which delivered:
o Streamlined and simplified content
o Improved usability and customer experience
o More visible priority information
Laser printing the branded customer key fob enhanced individualisation
Business benefit
The new pack design produced an improved response rate.
The pack was more costly to produce, to deliver improved design, functionality and content, but this was more than offset by improved response levels, which generated positive business payback.
The St Andrews pack is now delivering a better customer experience.
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