Case Study: Fender achieves higher customer engagement and lifetime value with Twilio

How iconic guitar maker Fender® increases customer engagement and lifetime value with its Fender Play® music lessons app

Fender, the iconic guitar maker, needed a single view of the customer to better understand user journeys, improve marketing efficiency, and grow Fender Play by moving subscribers from free to paid accounts. To solve this, Fender used Twilio Segment and Twilio Engage to unify customer data across web, mobile, and server sources and enable more targeted engagement and personalization.

With Twilio, Fender built a single source of truth, improved data quality and audience targeting, and personalized experiences across its website, apps, and email campaigns. The results included a 5% increase in active paying users, a 3% increase in Fender.com conversion rate, and a 29% reduction in churn for the paid app.

Fender

Claire Armstrong

Director of Digital Product Management