cLientBRAnDoFtheYeAR
ShoRtLiSt
a71LV= WinneR
telefónicao2
a71Moreth>n TelefónicaO2isinahighlycompetitivemarket–theUKistheonlycountrywith
fivemainplayersintelecoms.Itsstrategytoremainnumberoneisfocusedon
a71Webmart churnreductionthroughdrivingbrandadvocacy,marketleadingserviceand
measuringcustomerfandom,protectingrevenueandextendingitsproduct
offering.Thisisunderpinnedbydataandaprojecttocreateaone-stop
centraliseddatabaseofallcustomersandtheirbehavioursodatalatencywill
beathingofthepast.
Historically,campaigndeliverycapabilitywassplitbetweeninboundand
outboundchannels.CRMledaprojecttoallowintegrationacrossthetwoin
ordertosupportcentraliseddecisioningofcustomeroffersandconsistencyin
communication.Customerdatawasconsolidatedandacentraliseddecisioning
engineandprocessintroduced.
WiththelaunchofO2Broadband,atestandlearnapproachwasdeveloped
torefinetargetingandmessaging.Thisinvolvedapropensitymodelfor
monthlypaymentcustomers,apayasyougosegmentationanddataminingof
othervariables.Creativetestingwasalsoused.Theresultwasanincremental
upliftof8.percentnewbroadbandconnections.
Toidentifyanddeployrelevanttreatmentsfortop-upcustomersanew
segmentationwasdeveloped.Thisdefinedeightgroupsbasedonvalue,
frequencyandregularityoftop-up.Thisledtoacompleteredesignofthe
campaignandalsoareviewofotherprogrammes.Positivemovementbetween
frequencysegmentswasfound,with1percentoffrequent-irregular
customersmovingtoregulartop-upsand1percentofinfrequentcustomers
movingtofrequenttop-ups.
Ananti-churncampaignsaved£7.57millionperyearusinganewpropensity
model.Thissignificantlyreducedthenumberofcustomerswhodefectone
monthintocontract.Thishasledtoa£9reductionincostpersave,a£2
increaseinROIanda£reductionincostpersale.
AninformedcontactstrategyhasalsobeenputinplaceforSMEsusingfour
“firmographic”variables–ageofbusiness,numberofemployees,SICcodeand
metropolitanarea.Keybehaviouralvariableshavealsobeenusedtodifferentate
betweensegmentsbasedonchurn,revenueandusageofkeyproducts.
O2hasoutperformedthemarketwith7percentyear-on-yearrevenue
growthandchurnofjust2.8percent,withanARPUincreaseof1.5percent
yearonyear.
Sponsoredby:
ceLeRitY
CelerityisthedatamanagementspecialistwithintheHowardHuntGroup.TheGroupisaprivatelyownedcompanywith
£50mturnoverandservicesthatspanprintproduction,directmailanddatamanagement.Continuedinvestmentenables
Celeritytoevaluate,developandinvestinthelatestproventechnologytodelivercontinuallyinnovativeandstateofthe
artdatamanagementsolutionstoitsclients.Visionstatement-CeleritywillbecomealeadingUKdatamanagement
companyviainvestmentinworldclasspeople,systemsandprocesses.Itwillexceedtheexpectationsofallofitsclientsin
everywayandbecomethenaturalfirstchoiceinitsmarketforallitssolutions.Missionstatement-Todeliverqualityin
everythingwedo-thiswillprovideasecurebasisonwhichtobuildsustainablelongtermbusinessrelationshipswithallof
itsclientsthatcanbedevelopedandextendedovertime.
DAtAStRAteGYAWARDS2009|5
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