Vodafone Ireland Creates Value with New Personalised App

Customer Success

Voda­fone Ire­land is build­ing per­son­al rela­tion­ships by giv­ing each cus­tomer as much con­trol over his or her call plan as pos­si­ble with the My Voda­fone app. By mon­i­tor­ing and mea­sur­ing inter­ac­tions with Adobe Ana­lyt­ics and Adobe Tar­get in Adobe Mar­ket­ing Cloud, the mobile provider is learn­ing more about what cus­tomers real­ly need and want.

Voda­fone wants to improve engage­ment and sat­is­fac­tion across mul­ti­ple cus­tomer seg­ments, such as busi­ness, con­tract, and pay-as-you-go. To pro­vide cus­tomers with the most use­ful con­trols to view and man­age their accounts, Voda­fone need­ed to drill deep­er into cus­tomer data and seg­ments.

We restruc­tured our teams around the cus­tomer insight we were get­ting from Adobe Ana­lyt­ics and we exten­sive­ly used Tar­get on our site to test every­thing from con­tent to UX so we already had a good sense as to what cus­tomers want­ed to see, and we used that data to direct how we com­mu­ni­cat­ed usage, billing infor­ma­tion, and oth­er details,” says Bri­an Cor­ish, Head of Dig­i­tal at Voda­fone Ire­land. “The chal­lenge was cus­tomis­ing those expe­ri­ences to increase the app’s appeal to each group to make it some­thing cus­tomers use reg­u­lar­ly.”

Since its launch, the app has been down­loaded more than 422,000 times and has more than 200,000 unique users access it every month. Audi­ence seg­ment data is help­ing boost rel­e­van­cy, such as busi­ness cus­tomers receiv­ing mes­sages about plan opti­miza­tion or new phone avail­abil­i­ty. Sim­i­lar­ly, Voda­fone tar­gets pay-as-you-go cus­tomers to buy more min­utes, data, and texts by offer­ing free addi­tion­al ser­vices. The result has been hap­pi­er, more loy­al cus­tomers.

Read the full case study here: Voda­fone Ire­land


Customer Success
Simon Morris

Posted on 04-07-2016


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