PCA Group implements Real Time Marketing for Vodafone UK with “impressive results”

PCA Group, the predictive customer analytics consultancy, has devised and implemented a Real Time Marketing Pilot for Vodafone UK. The Pilot delivers dramatically increased cross-sell rates and customer satisfaction. As a result, Vodafone UK is now further enhancing the solution and will extend it across other customer facing channels within the UK.

Vodafone UK, a member of the world’s largest mobile community, wanted to ensure that every contact with a customer was treated as an opportunity to make an appropriate and relevant offer to them. However, on the assisted channels (call centre and retail stores), Vodafone UK was relying on the quick thinking of the agents to identify cross- and up-sell opportunities. This was simply not sustainable given the increasing complexity of the product portfolio and a customer’s individual situation at any point in time.

The PCA Group demonstrated how Real Time Marketing could identify the optimum service offering for an individual customer at any point in time by combining the current customer data with dynamic offers and offer rules. Subsequently, PCA Group were retained to define, design and programme-manage a pilot on the Vodafone UK consumer base, operating through both Call Centres and Retail Stores.

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