| For more details on our survey |
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Recently we carried out a brief survey with customers who had changed from another provider to Bundle of Joy. The objective of this research was to determine whether our Bundle of Joy customers were saving money and to use our findings publicly in order to attract more customers.
On average the customers we spoke to were saving $26 per month, compared to their most recent monthly spend with their previous provider.
Because our research was carried out internally (our only option given limited $$), we need to be careful about how our findings can be presented.
PR
With PR we can take a slightly more relaxed approach because it unlikely to come under as much scrutiny as advertising. We still need to be ‘honest & candid’ about the results, and how we obtained them:
- We need to be clear that it was an internal survey
- We need to be clear that these are customers that are new
to Woosh and these are our initial findings (because usage patterns can
change over time)
- We need to be clear that the customers provided us with the information, that we have based our findings on what they told us – we haven’t seen physical copies of the bills that the findings refer to
- Some customers added to their e-mail response saying how happy they were that they were saving money etc. We are going to contact these customers to check that we can use these when talking to journo’s etc
Advertising
Because an advertised comparison could come under scrutiny we need to be slightly more careful about how we present the findings.
- At this stage we should avoid saying ‘average customers are saving $28 per month’ because we have only compared one months prior usage with one months current usage and this may not be indicative of an ‘average’.
- A conversational approach is the safest: ‘We’ve asked our customers..’ / ‘Our customers are telling us…’
- We also need to indicate the time frame by saying ‘..in their first month as a Woosh customer….’
- Current copy ‘You’ll save..’sounds like a guarantee
Next steps
- We will create a page on our web site which outlines our research methodology and supports what we are saying above
- We will continue to monitor usage on these customers accounts to add strength to the findings and hope to be able to talk about the ‘average customer savings’ in the future
- We are seeking additional customer testimonials
- We will get advertising copy approved by our Legal Adviser
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| For Woosh customers experiencing issues with their email please take note Read more... |
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