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Studio di caso

Vodafone: la trasformazione verso il coinvolgimento continuo dei clienti

  • Accettazione delle offerte migliorata del 300%
  • Aumento di 1 £ del fatturato medio per utente, al mese
  • Fatturato incrementale pari a oltre 100 milioni di £, ogni anno

"We can forget about the channel. Channel is irrelevant. We're available in any channel the customer wants...We have genuine, relevant, one-to-one communications, personalized to the individual – making decisions based on what happened half a second ago."

Simon Esland Group Head of Marketing Technology & Commercial Capabilities, Vodafone

The Business Issue

Vodafone’s customers, now more than ever, follow a non-linear, cross-channel, and increasingly digital-first journey when making purchase decisions.

However, previous technologies limited Vodafone’s ability to combine inbound and outbound marketing or engage on a one-to-one basis – making it difficult to meet their customers’ demands.

Vodafone was siloed in their marketing channels, using audience-based segmentation with limited context. Their vision was to transform to an “Always-on Engagement” model, delivering hyper-personalized and meaningful content during every interaction – on every channel, in real-time.

The Solution

With Pega Marketing and the Customer Decision Hub, Vodafone has been able to integrate their inbound and outbound channels, including call centers, retail stores, web and mobile, IVR, and most recently their campaign management program.

Vodafone uses Pega to monitor customer events in real time, determine which of these events require action, and personalize and deliver responses accordingly – ultimately enabling Vodafone to deliver a best-in-class customer experience.

The Results

During their tenure as a Pega customer, Vodafone has seen fantastic performance gains, including:

  • 7% increase in ARPU
  • 22% reduction in commissions
  • 12% increase in offer acceptance
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Related Resources

Watch how Vodafone is transforming a Multi-National Business from Traditional Marketing Approaches to Always-on Customer Engagement.

See how Vodafone increases revenue and NPS with proactive and personalized sales offers.

Learn how Vodafone’s efforts are changing the nature of its relationships – across the lifecycle.

Pega Marketing

Non perdere opportunità remunerative, con Next-Best-Action Marketing
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Area prodotto: Marketing Industry: Fornitori di servizi di comunicazioni Sfida: Valore del ciclo di vita del cliente
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