Personalised mobile app experiences build engagement and loyalty.
When Vodafone, one of the world’s leading mobile service providers, sought to increase growth in the Irish market, the company knew they had to get more personal with their customers. So they set goals around improving customer relationships, including boosting customer satisfaction and engagement. In order to reach those goals, the company developed a mobile app designed to give customers as much control as possible over their plans and the tools to manage them.
The challenge Vodafone faced was to refine the app so it could speak to the broadest audience possible, while personalising interactions so customers would find the app useful. With Adobe Target, the company uses data from segments like business, contract and pay-as-you-go customers to deliver targeted interactions, such as in-app and push messages. For example, while contract and business customers may receive messages about new phone releases or ways to optimise their plans, pay-as-you-go customers might receive messages about discounted voice, data and text packages.
More than 200,000 monthly active users now visit the revised Vodafone Ireland app to pay bills, monitor usage and view personalised promotions, earning it the highest engagement marks, by percentage, over Vodafone apps in other European markets.