A Preseem Success Story

How a pre-qualified upgrade campaign, powered by Preseem data, closed a customer sentiment gap on legacy fixed wireless — without a full network overhaul.

An NPS survey and a review of customer sentiment made the gap between 360’s newer and legacy technology hard to ignore. Customers on both Tarana fixed wireless gear and fiber reported strong, consistent satisfaction. Legacy fixed wireless customers, by contrast, showed a clear and measurable decline in sentiment. Samad’s team saw the same pattern internally.

Open-ended survey comments pointed to the same root causes: speed, pricing, availability, and support calls that didn’t resolve the underlying issue.

The challenge Samad took on was improving the experience for subscribers still on legacy wireless, while also protecting revenue and reducing strain on the support team, without the resource lift of a full network overhaul.

The team started by pulling lists directly from Preseem of subscribers who were maxing out their current plan, then cross-checking that against which towers could actually support an upgrade without degrading anyone else’s experience.

“We started to pull lists together from Preseem of people that were maxing their plan. We looked at things that like, can we upgrade those plans and still maintain experience off of those towers? We primarily just used Preseem data for that. There wasn’t really anything else that we needed to look at.”

From there, that list was run through 360’s churn-risk model, built on QueSee’s monitored call data, NPS survey scores, and ticket history, to prioritize the subscribers who needed the most help.

The offer itself was designed to be as frictionless as possible for the customer: a short text message letting them know they qualified for an upgrade to the next speed tier for a small monthly increase, with the first 30 days free and no action required to keep it, just an option to opt out.

The program started as a manual exercise with one team member qualifying roughly 100 customers a week by hand, as a test pilot. Once it proved out, the team scaled it using automated qualification against Preseem and churn-risk data, eventually reaching hundreds of customers per campaign. Along the way, 360 found the churn-risk filter wasn’t even necessary to limit the offer:

“At the end, candidly, we just removed the churn risk altogether. If a person was eligible to upgrade, we didn’t really see any negative to reaching out to that person and giving them the option of a discounted upgrade at that point.”

Preseem data turned a 4,000-person outreach effort into measurable revenue and a better experience for 360’s legacy wireless subscribers.

• ~4,000 customers reached across the campaign
• 12% opt-in rate (roughly 480 customers upgraded), with 15% overall engagement and only 2% opting out
• $4,800 in new recurring monthly revenue generated directly from the campaign
• Reduced support call volume from upgraded customers, as their underlying capacity issues were resolved
• Improved customer sentiment among the segment that had been dragging down NPS scores

“What we noticed is almost immediately the people that upgraded their plans had less of a tendency to call into support. They saw an improvement from a customer sentiment perspective and it created revenue.”

Samad was direct about how Preseem contributed:

“I don’t think we could have done it without Preseem and the partnership there because the data has been…so thorough that it makes it very easy for us to qualify these customers and gate those campaigns.”

360 Broadband is already extending the model to another segment:

In-home Wi-Fi campaigns: The team is exploring a follow-up campaign, this time using Preseem’s in-home Wi-Fi experience data (rather than plan/usage data) to identify customers who’d benefit from a mesh system or router upgrade, and execute it the same way as the original upgrade campaign.

“I think there’s a lot of value in targeting and continuing to use the data that we get from Preseem to be able to service customers… I would love to see that list and see if we can make it actionable from our side.” –  Samad Javed, VP of Customer Care at 360 Broadband