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Avoid burst pipes by text

I got this text in a few days ago from my insurance provider, Direct Line. Smart. Not only does it deliver some ‘seasonal greetings’, it also offers a top tip – don’t switch the heating off completely if you are away, to avoid burst pipes. Now, I wonder how much cash this will save them? It’s a very smart idea as I forgot about this – and I am going away for a few days. So assume that an average of 200 pounds per incident. Assume you have 500,000 customers, right? Assume 2 percent incident rate over the Seasonal period. That is 10,000 incidents at a cost of 2 million smackers. It will cost you 175k to send a text to every single customer – at 3.5p per text – but if you can reduce incidents to 0.5 percent, say 2,500 at 200 pounds cost each, you have saved yourself 1.3 million pounds. Just by sending a text message. That is no longer just mobile marketing, it’s a business critical cost control and profit booster!
– Taken at 7:15 AM on December 27, 2008 – cameraphone upload by ShoZu

Posted via email from MIR Live

By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

3 replies on “Avoid burst pipes by text”

It was a very handy text – someone else mentioned it on Twitter so even though I'm not a Direct Line customer I got the benefit of it and now view the company in a more positive light.

A smart move by Direct Line!

It was a very handy text – someone else mentioned it on Twitter so even though I'm not a Direct Line customer I got the benefit of it and now view the company in a more positive light.

A smart move by Direct Line!

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