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