Vodafone Consumer Online - Oxyma & Tripolis Solutions - Client case
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Client case Vodafone Consumer Online Oxyma & Tripolis Solutions
“The most leads are generated online. That does not
mean that you have to convert there, too.”
Vodafone is the global market leader in telecommunications. With a high-quality network and innovative landline and
mobile services, Vodafone has more than 391 million customers worldwide. Vodafone’s vision is that mobile technology
has a great influence on the way in which people live and work. The boundaries between work and private life are increas-
ingly blurred, and the need for flexibility and mobility increases. Considering this fact, Vodafone sees it as its mission to
enable customers to get the most out of life. Vodafone optimally tailors its product- and service portfolio in order to make
the mission ‘Power to you’ a reality.
Background of the Vodafone client case Vodafone Consumer
In part, Vodafone owes its status as a global brand to Online sends out two
high-level online expertise. The Sales & CRM depart- prospect emails per
ment at Vodafone Consumer Online in the Netherlands month. By cleverly
is responsible for the complete customer journey at the applying Tripolis Dia-
prospect level. The campaigns are aimed at attracting as logue, Vodafone stays
many new customers as possible. Email marketing is used in contact with the
as an important means of contact. Consumers switch pro- (potential) customer
viders more often than before. For Vodafone, this means during each phase of
that the chance of an ex-customer becoming a customer the consumer life cycle.
again increases. Vodafone takes this into consideration in This client case includes the core areas of the email mar-
their email marketing activities. Thereby, Vodafone makes keting policy that Vodafone implemented in 2012 and 2013.
the transition from a customer life cycle to a consumer life It shows the improvements that Vodafone implemented
cycle. The point of departure is a vicious customer experi- while standardizing and optimizing their email marketing
ence: Prospect - Customer - Ex-Customer - Prospect. campaigns, using the software of Tripolis Solutions.
Case summary
Goals Challenges Solutions Results
Less time lost with prospect Keeping the used CRM (Oracle) Standardize information deliv- Lightning fast, same-day
follow-up and email marketing suite ery by means of the API that follow-up of prospects, instead
(Tripolis Dialogue) synchronized provides Oracle and Tripolis of two weeks later
Dialogue with information
Less ‘waste’ in the database Achieving the quality of
prospects that the origin of the Invest more in lead generation Cheaper, better-quality leads
email address has via ‘owned’ channels
Enrich data entries in the Persuade prospects to enter Focused campaigns in conjunc- More information available for
database for far-reaching more profile information tion with the use of a dynamic segmenting email campaigns
personalization registration form
Increase the conversion of Find out which adjustments A/B testing of email campaigns Open Rates increased by 250%
email marketing campaigns must be made for a higher and the design of new opti- Click Through Rates growth of
conversion mized templates 200%
Tripolis Solutions We deliver
“By implementing co-registration in the The Voice Of
Holland app, 75,000 net leads were accumulated at
marginal cost.”
Over the past year, Vodafone Consumer Online has mainly
focused on expanding its database. Mostly external
channels were used for this, employing a Cost-per-Lead
(CPL) “We noticed that external channels created a lot of
‘waste’, which makes them relatively expensive,” explains
Christiaan Holman, Sr. Manager of Consumer Online Sales
& CRM at Vodafone. “Especially co-registration seemed
to be a blunder in most cases. With co-registration, while
carrying out an action of its own, a third party asks if the
registrant wants to be approached by Vodafone with rele-
vant offers as well. Despite the triple-opt-in, reactions to
the action’s follow-up were less positive, and the conver- Christiaan Holman, Sr. Manager of Consumer Online Sales & CRM (l)
sion was lower than expected.” On the other hand, co-reg- Kimbell Blauw, Marketing Performance Consultant, Oxyma (r)
istration during the popular TV talent search ‘The Voice Of
Holland’ was a great success. In the different apps for the with the actual conversion taking place later, in the retail
so-called ‘house coaches,’ Vodafone included a form with channel, and vice versa. Vodafone plays along with this
an opt-in for Vodafone offers. This action yielded 75,000 by using the overlap to its advantage. Prospects are sent
net leads for the company, with an estimated media value to the right channel by using posters with a QR code in
of more than 26,000 euro. stores, for example.
Synergy through in-depth integration Lead generation by sponsorship
Bearing the success of this co-registration in mind, Voda- There is a lot of focus on sponsorship of large-scale events
fone decided to focus on its own channels. The challenge such as ‘The Voice Of Holland’, mentioned above. The di-
lies in creating synergy between these channels and the rect connection between the brand and a large event does
consumer. Vodafone does this by placing the focus on four not only yield large numbers of new leads, but also to the
points in the consumer lifecycle. These points are: improvement of the general brand experience.
‘Old Friends’ network
In their Old Friends network, Vodafone places consum- Optimizing Vodafone.nl sales funnel
ers that were Vodafone customers previously, but then (ROADMAP Q3 and Q4 2013)
switched to another provider. It is legally possible to Vodafone’s research shows that consumers leave the
cancel your service three months before the end of your online sales funnel in a variety of phases. In some cases,
current contract. Within Vodafone’s email marketing poli- consumers even leave after placing an article in their
cy, the focus on the Old Friends network is very important. shopping cart. Vodafone uses various methods to optimize
Combining retail and consumer programs at the right this sales funnel, which results in generating more leads.
moment can ensure that customers sign on again. An For example, they use pop-ups that ask for the reasons
additional advantage is that they feel more connected to that the consumer is leaving. Live chats are employed,
the brand, because they are already familiar with it. connecting Vodafone employees directly to the consum-
er. There are also automated emails sent based on the
Combining retail and consumer programs behavior in the webshop, for example to emphasize offers
When combining retail and consumer programs, the focus for the product in their abandoned shopping cart.
is placed on the overlap between both. With hot leads
that are generated online, it is not a matter of course that
the conversion also takes place online. The consumer can To Vodafone, it is very clear that these forms of lead gen-
also use the online channel for orientation purposes only, eration ensure optimal price-quality ratio.
Tripolis Solutions We deliver
Faster follow-up by standardization of form is connected to the Oracle CRM system and the
data-sharing Tripolis Dialogue database, and is synchronized in real
In 2012, Vodafone noticed that recruited co-registrations time. “Deeper personalization demands high-quality data.
lose a lot of value if they are not followed up quickly. Since We do everything we can to stimulate prospects to fill
Vodafone uses an Oracle CRM system, it used to be only out more information,” says Holman. “Therein we want
possible to follow up a co-registration after one or two to make it as easy as possible for them. The power of the
weeks. The result was that consumers cancelled their dynamic registration form is that we can ask for specific
registration relatively quickly after receiving the email. information. The system ensures that the necessary infor-
The most important reason is: they could not remember mation (i.e. name, address, city data) is found at the top of
having signed up for a Vodafone offer. the form, and that it is already ‘open’. The information vis-
ible can be adjusted. “Not only can we offer the consumer
The reason for the delay is due to the fact that Vodafone a tailored prospect program, but the costs of the periodic
had to load the data files provided into their own Oracle contact imports also fall dramatically.”
CRM system as well as into Tripolis Dialogue. For Oracle,
special ‘import scripts’ were made, which took up a lot of In previous email newsletters, Vodafone used a combina-
time. Vodafone has improved this with the introduction of tion of editorial (news, articles, and other non-commercial
a standard API for data delivery, which offers the possibili- content) and offers. “From the A/B tests that we conduct-
ty of following up leads even faster. Using Tripolis Dia- ed with Tripolis Dialogue, it appeared that editorial plays
logue, you can now send a follow-up email the same day. a relatively small role in the conversion percentage,” says
“That has improved the quality of the reactions consider- Holman. “Based on that insight, we decided to send only
ably,” says Holman. emails with offers. And that works!”
“Of course we want to shorten the follow-up time even Optimization is key
more. Preferably, you follow up immediately. Since we Steps that Vodafone Consumer Online has taken in order
can automatically trigger an email campaign directly in to optimize its email marketing campaigns:
Tripolis Dialogue, that is technically not a problem. The • Monthly A/B tests in Tripolis Dialogue. Hands-on
closer you are to the ball, the greater the chance that you tests and determining points of improvement imme-
succeed. Additionally, the API forms a bridge between diately.
Tripolis Dialogue and the Oracle CRM that Vodafone uses. • New ‘persuasive design’: an email template design
As a result, the most recent and most comprehensive focused on taking action.
data is always available for segmenting and personalizing • Implementing an F-template with several offers in
an email marketing campaign, which provides a ‘closed one email. Eye-tracking research revealed that this
loop’ in the complete prospect program,” according to is the most optimal template form. A/B testing has
Holman. tested this as well.
• Implementing the green CTA button. This leads to a
Vodafone also applies ‘gradual enrichment’. That is a much higher conversion.
dynamic form that allows (potential) customers to • Adjusting optimized subject lines and texts. For ex-
immediately change their information and subscribe or ample, ‘buy now’ vs. ‘check out my offer’.
unsubscribe to specific Vodafone email newsletters. The • Re-marketing with clicks.
Extended dynamic registration form (l). Abridged version dynamic registration form (r).
Tripolis Solutions We deliver
“We first combined offers with other content. Now we
mainly send offers.”
By testing the variations of the subject line and snippet They start looking early, so if you send them a renewal
with Tripolis Dialogue’s A/B testing module, it became invitation two months before, you are too late in most
apparent that certain word choices had a much higher cases.”
click-through percentage. For example, from the test with
ten different subject lines it appeared that ‘Your personal Vodafone’s lead generation conversion does not always
offer’ performs the best month after month. Therefore, take place online. The rich data set allows Vodafone to
Vodafone consciously chooses to use the same subject send prospects to retail locations, telesales, e-shop, or
line. mobile. Vodafone would like to be closer to its retailers
and send traffic to stores and vice versa, receive email
“Succinct and inviting content works best. You do have to registrations from them. By introducing this step by step,
test again regularly because consumer behavior changes Vodafone wants to keep perfecting the omni-channel
quickly,” according to Kimbell Blauw, Marketing Perfor- approach with the help of the consumer lifecycle.
mance Consultant at Oxyma. Together with Christiaan
Holman, he is continuously busy optimizing email market- There lies a challenge when service channels such as Face-
ing campaigns. The technical work is done by Adam Beker, book and Twitter can be used more for acquisition and
Harun Bingul, and Willem-Jan ter Laag, our support team lead generation. “In emails, 44% of people look for offers,
in Rotterdam, The Netherlands. That keeps my hands free and on Facebook, only 4% do that,” adds Holman. “Why
to look at quality and process improvements, together wouldn’t you at least offer the possibility of registering for
with Christiaan,” says Blauw. “It is often forgotten, but a the offers on Facebook? Completely opt-in, and thus 100%
solid mutual understanding of technique on the one hand, relevant. That fits perfectly in our vision of an omni-chan-
and the organization’s wishes on the other hand is very nel strategy.”
important for a successful approach. That is why we regu-
larly put our heads together to determine how everything
can be even better.”
Next to optimization, Vodafone also does re-marketing,
which registers the product that a consumer clicks in the
email newsletter. That information can be reused later for
a personalized offer. Vodafone always complies with the
DDMA (Dutch Dialogue Marketing Association)’s Email
Code when sending emails, in addition to legal regula-
tions.
The road to an omni-channel strategy Mobile fulfillment also plays a key role in Vodafone’s om-
With the use of database enrichment by determining ni-channel strategy. The company wants to invest more
information such as unsubscribers, personal profile, in that kind of strategies in 2013. “Currently, approxi-
and CTN (mobile number), Vodafone has the possibil- mately 56% of Vodafone’s email newsletters are opened
ity of filtering out prospects from the system that they on a desktop, 10% on a tablet, and 35% on a smartphone.
can then use for acquisition. “The combination of a rich That means that 45% of emails are opened on a mobile
dataset and the most recent campaign results is the key device. We definitely include that fact in our prospect
to success,” says Blauw. “By combining the information campaign strategy,” tells Holman. “In July 2013, we went
from Tripolis Dialogue with the customer data in our CRM live with our new website that is completely optimized for
system, we discovered why offers for contract renewal all (mobile) devices. Our website’s responsive design is
scored so differently. It depended on the moment in also applicable on the acquisitions page, which has a very
which the campaign was sent. Consumers may cancel positive effect on the number of mobile conversions,”
service up to three months before contract renewal. says Holman.
Tripolis Solutions We deliverOxyma & 2organize
We believe that smart, data-driven marketing is the key Contact person: Lars Crama
to a better customer experience, higher customer value, +31 (0)10 271 0200
and therefore, success. Our mission is to help marketers info@oxyma.nl
to continuously improve their performance, by conducting www.oxyma.nl | www.2organize.com
more effective dialogues and more efficient communica-
tion processes. We translate data into useable customer
insights. We design, build, and operationalize smart cus-
tomer processes. And we organize omni-channel customer
interaction that makes a difference with the target group.
2organize, InBetween Marketing Services, aFrogleap, and
Oxyma Interim are part of Oxyma Group. Marketers in
organizations such as Albert Heijn, BMW, KPN, Kruidvat,
Nuon, Nederlandse Spoorwegen, Unilever Food Solutions,
UPC and Vodafone rely daily on two hundred specialists
at the cutting edge of marketing and IT, who use proven
technology.
Tripolis Solutions We deliverQuestions or comments?
Susanne Sterkenburg
Marketing Manager
Tripolis Solutions B.V.
+31 (0)20 747 0 111
ssterkenburg@tripolis.com
www.tripolis.com
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