Vodafone UK: Always-on marketing improves customer retention
Needed to repair fractured customer engagement strategy
Began Always-on Marketing initiative powered by Pega Customer Decision Hub
Improved customer and employee engagement
“Always on Marketing, powered by the Pega customer decisioning hub, is the key enabler for Vodafone, enabling Vodafone UK strategy to become truly customer centric, filling the promise to our customers that Vodafone gives you the best service and experience.”
The Business Issue
Customer engagement was a fractured and broken experience at Vodafone UK. Customer needs and wants were not a part of the decision-making process across channels and messaging was not aligned, providing additional confusion to customers as they assessed their options.
On the business side, Vodafone UK’s systems struggled to understand customer intent. There was no central or real-time view of the customer. Different interactions and events were not always available to the decisioning systems, other than in batch, which were often latent, narrowly scoped and no longer relevant.
Vodafone UK has begun its Always-on Marketing (AOM) initiative, powered by Pega Customer Decision Hub. AOM has enabled Vodafone UK’s strategy to become truly customer centric. The program has allowed the organization to shift from a traditional product push approach to a truly one-to-one customer engagement system, that delivers the next best action across all customer touch points via one centralized system.
In this centralized system, all interactions and events are processed as they happen in real time and mapped to common intents. This data is processed using Pega's business and strategy logic and aggregated using Pega's event strategy manager, allowing Vodafone to present the most relevant next best action for each customer, every time.
Vodafone UK is currently halfway through its transformation journey, but has already seen the following results:
- Customers are receiving more relevant, personalized messages leading to improved customer experience and higher customer engagement
- Improved employee experience and employee engagement scores
- Increased automation of business tasks