SBS Direct - Vodafone Case Study

Retaining customers has a profound impact on market share and profitability in the mobile telephony market. Vodafone asked SBS Direct to develop a Welcome Programme to improve aquisition cross-sales and retention.

The Challenge

With Vodafone we recognised that the customer experience on first joining or upgrading was a major opportunity for deepening loyalty, whilst also reducing inbound call volumes by proactively addressing issues through an outbound Welcome call. We used marketing analytics to profile customers and their device usage to prioritise contact and segment offers and communications.

The Solution

This programme used offline communications to supplement voice communications and device communications (including the UK's first video call activity). Mixing voice, email, SMS, WAP and mail the programme generated 40% ROI in six months.

The Results

As well as the good results, the award judges praised the use of smart analytics to create effective segmentation models and a tailored customer experience delivered across channels.

Awards

This campaign won the IDM Business Performance Award 2006 for Best Use of Customer Data.