Customer Journey Timeline

iD Mobile Customer Journey Timeline

Customer Segment:

Churn Risk:

All activities visible

24-Month Contract Period

Post-Contract

📞 Outbound

Calling List
Month 22

🔍

📧 CRM

Warm-up Email
Month 20

Marketing Comms
Months 23-24

📱 App

Pre-Contract Prompts
23-24

Post-Contract Prompts
25+

💬 Chat and Calls

Proactive
23-24

Reactive
23-24

Proactive
25+

Reactive
25+

Current Approach

Single Field

Concatenated "Segment" Field

📋 Contract Status

📱 Handset or SIMO

🍎 Android or Apple

⚠️ Churn Risk

😴 Sleeper Status

💳 Credit Risk

Marketing Platform Decision

Parse and interpret combined field

Challenges:

⚠️ Duplicated data already available
🔄 Complex parsing required
📊 Limited flexibility for changes
🐛 Single point of failure
🎯 Tactical solution approach
🔗 Abandons purpose-built data sources and infrastructure

Proposed Approach

Direct Integration

Marketing Platform (Existing)

✅ Upgrade Eligibility

✅ Marketing Consent

Marketing Platform (New)

📲 Device Data

🔄 Churn Risk

🔄 Sleeper Status

Intelligent Decision

Combine platform data

Benefits:

✅ No data duplication
⚡ Current risk assessment
🎯 Precise targeting
🔧 Easy to maintain & update

Implementation Impact

📈

Improved Accuracy

Churn risk and sleeper status ensure decisions are based on up-to-date customer state

⚡

Reduced Complexity

Marketing platform incorporates all necessary data directly without complex integrations

🔧

Better Maintenance

Direct integration eliminates the need for separate systems and reduces maintenance overhead