Of the time
Ireland today balances a powerful history and rich culture and traditions with fast-paced, ultra-modern technologies that support everything from everyday citizen activities to the offices of Fortune 500 companies in city centres. Within that environment is Vodafone, one of the world’s leading mobile service providers with over 400 million customers, operating in more than 30 countries and through 50 partner networks.
Understanding the evolving landscape, Vodafone sees Ireland as a key European market with tremendous growth potential. However, the mobile service provider also recognises the country’s uniqueness, which requires a high-level of personal touch that harkens to a not-so-distant past. This knowledge is driving Vodafone to engage each of its customer segments—business, contract and pay-as-you-go—with tailored conversations.
While some mobile companies still focus only on success metrics like call deflection and cost savings, Vodafone matured its marketing and service conversations around improving customer relationships—boosting customer satisfaction and engagement. A key component of this is providing customers with the greatest amount of control as possible over their plans. This also means that customers need the tools to view and manage their accounts immediately.
The result was an app that speaks to the broadest audience possible and could be personalised to each customer segment. “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.”
To support more personal experiences, Vodafone needed to dive deeper into customer data and segments to refine messages. Additionally, it needed the means to actively engage in ways that customers wanted—through personalised offers and value-added discussions, as well as avoiding potentially negative experiences. For example, if a customer is passing by a shop and has been looking at the website or using the app, they would receive a targeted notification.