Vodafone Case
Vodafone case study Vodafone improves customer acquisition and retention with Accelerated Intelligence™
Overview
The UK mobile telecommunications market is one of the most competitive in the world and, as a consequence, customer attrition or ’churn’ is high. In 2005, as part of a strategy to build on its market leadership, Vodafone UK began the quest for a competitor intelligence tool that would help its sales advisors reduce customer attrition and secure new sales. Vodafone wanted a service that would deliver timely, accurate information on the tariffs, deals and handsets being offered by its competitors to the employees that need it most the customer facing staff. After a rigorous analysis of competitor intelligence offerings from over a dozen providers, Vodafone UK selected CInergy’s Accelerated Intelligence™. The service delivers same day market tracking and analysis of key competitor information from other mobile operators, major retailers and mobile virtual network operators.
Quarter by quarter reduction in churn Measurable improvements in conversion rates Integration with retention and sales strategy Easy deployment with minimal impact on IT/CRM systems Partnership approach to implementation and training
The Challenge
With thousands of tariff, handset and offer combinations available in the market, keeping contact centre advisors up to date can seem an impossible task. Vodafone UK recognised this challenge and identified that it required a competitor intelligence tool that would help it to retain existing contract customers, notably at time of contract renewal, and attract more new customers. The company had initially considered developing its own solution, but had soon found that this would have been excessively costly both in financial terms and in the amount of resource required and identified that this was not its core area of expertise. Vodafone UK also found that there was a dearth of competitor data that was comprehensive and accurate enough
Overview
The UK mobile telecommunications market is one of the most competitive in the world and, as a consequence, customer attrition or ’churn’ is high. In 2005, as part of a strategy to build on its market leadership, Vodafone UK began the quest for a competitor intelligence tool that would help its sales advisors reduce customer attrition and secure new sales. Vodafone wanted a service that would deliver timely, accurate information on the tariffs, deals and handsets being offered by its competitors to the employees that need it most the customer facing staff. After a rigorous analysis of competitor intelligence offerings from over a dozen providers, Vodafone UK selected CInergy’s Accelerated Intelligence™. The service delivers same day market tracking and analysis of key competitor information from other mobile operators, major retailers and mobile virtual network operators.
Quarter by quarter reduction in churn Measurable improvements in conversion rates Integration with retention and sales strategy Easy deployment with minimal impact on IT/CRM systems Partnership approach to implementation and training
The Challenge
With thousands of tariff, handset and offer combinations available in the market, keeping contact centre advisors up to date can seem an impossible task. Vodafone UK recognised this challenge and identified that it required a competitor intelligence tool that would help it to retain existing contract customers, notably at time of contract renewal, and attract more new customers. The company had initially considered developing its own solution, but had soon found that this would have been excessively costly both in financial terms and in the amount of resource required and identified that this was not its core area of expertise. Vodafone UK also found that there was a dearth of competitor data that was comprehensive and accurate enough