How Sprint’s ‘ripple effect’ slows churn rates

US mobile network Sprint wanted to understand the impact of its customer retention efforts not only on chosen targets but also on those targets’ contacts who were also Sprint users.

US mobile network Sprint used artificial intelligence to personalise messages to customers – and not only boosted retention rates but created a ripple effect that slowed churn rates among its customers’ friends.

The project, carried out in partnership with AI marketing platform Amplero, won the AI category of the I-COM Data Creativity Awards (San Sebastian, April 2018). Glenn Pingul, VP scientific marketing strategies at Amplero, explained that the project w

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