- 206% lift in AutoPay payments first month after go-live
- 58% lift in digital payments
- 42% lift in AutoPay payments post incentive campaign
The Challenge
Since 1991, Thumb Cellular has experienced outsized growth thanks largely to its dedication to delivering a superior customer experience. This dedication was put into practice by Thumb Cellular’s migration to the Paymentus billing and payment solution.
By leveraging the Paymentus solution, Thumb Cellular effectively expanded its payment options—making it simpler for subscribers to pay bills, regardless of how they preferred to pay.
The challenge with any migration is ensuring that customers are fully aware of the change and how they can maximize the benefits. Thumb Cellular’s commitment to its subscribers meant partnering with the Paymentus Client Adoption Success Team (CAST) on a pair of marketing campaigns aimed at educating subscribers, promoting new payment options, and incentivizing AutoPay adoption.
The Solution
With customer service at its core, Thumb Cellular’s modernization efforts centered around delivering a better billing and payments experience for subscribers. To achieve this, the telecom seamlessly expanded its payment options to best serve its entire subscriber base. With Paymentus, the full menu of payment options now includes:
- Visa, Mastercard, and Discover credit and debit cards
- PayPal, PayPal Credit, and Venmo digital wallets
- ACH/eCheck
- AutoPay
- Paperless eBilling
- One-time “Guest” payments
As part of a phased approach, Thumb Cellular worked with CAST to create a three-month comprehensive marketing campaign that featured bill inserts, a social media post, lobby poster, website banner, email, and landing page copy.
The telecom bolstered its initial marketing efforts by immediately following up with an incentive campaign aimed at driving the adoption of AutoPay and paperless eBilling. The campaign offered Thumb Cellular subscribers the chance to win a $500 Visa gift card, which was supplied by Paymentus. CAST again produced the campaign materials, which included bill inserts, social media posts, web banners, and a lobby poster.
The Result
By all metrics, the launch of the Paymentus solution was a success for Thumb Cellular. Driven by the intuitive simplicity of the new solution, coupled with the marketing campaign, Thumb Cellular experienced:
- 58% increase in overall online payments during the first month of deployment
- 71% increase in credit and debit card payments 69% increase in ACH payments
- 206% lift in AutoPay payments over the pre-campaign monthly average
While satisfied with the initial results, Thumb Cellular wanted to make a bigger splash to further accelerate adoption. Working with CAST, the telecom launched its first ever incentive campaign, which supported further growth of the platform.
- 42% AutoPay adoption growth
- AutoPay enrollments increased month-over-month during the life of the campaign
- 49% of AutoPay payments are made using the cost-effective ACH method
- 95% of digital payment users were enrolled in eBilling at the conclusion of both campaigns
One major advantage for Thumb Cellular in working with CAST was its ability to promote the new offerings using a hands-off approach. Its small but mighty team was fully supported throughout the campaigns, with everything being turnkey from the outset.
