The Challenge

Once AT&T U-verse acquires a customer, they need to protect that customer from defection in a high-churn category. One way to do this is to inspire adoption of special features available in U-verse, causing their customers to develop comfortable new habits. Our challenge was to develop communications that promote sticky behavior amongst new U-verse members in a way that is relevant and entertaining for them.

The Solution

We developed the U-guide, a monthly entertaining member guide that promotes programming and special events along with up-sell, cross-sell, and education. Importantly, the U-guide informs and educates new members on how to use and adopt the features that are proven to cause retention, such as programming favorite channels and ordering On Demand.

The Result

On Demand ordering, a proxy for retention, has increased as a result of the U-guide.