Vodafone Spain personalizes engagement in a competitive market

“Pega has given us the main ingredients we needed to create a magic recipe to move from a product-oriented to a customer-centric approach.”

The Business Issue

Vodafone is one of more than 50 telecommunications brands competing in the Spanish market. Price is the main driver of customer choice in the country – with as many as six million individuals switching providers each year.

In order to stay relevant in this highly competitive market, Vodafone Spain needed to rethink how it approaches and manages its customer base.

Transformation would mean moving from a product-centric approach to a customer-centric one – using real and contextual information to make and change decisions on the fly. In addition, Vodafone Spain needed to unify its siloed channels and embrace a pure omni-channel strategy.

The Solution

Vodafone Spain is using Pega Customer Decision Hub™ to execute its three-step strategy based on learning, reinforcing, and scaling.

The company now has a cohesive inbound and outbound view of its customers, which enables consistency in communication. With real-time decisioning, real-time reporting, and adaptive modeling, Vodafone Spain is able to monitor decisions and make quick changes.

The Results

Vodafone Spain deployed its first solution for the prepaid segment in just four months and now has more than 70 propositions, 40 next-best-action–triggering events, and 20 predictive models built into the hub. The organization has already seen the following results:

• 24% growth rate in revenue quarter-over-quarter
• 3.5x incremental redemption versus control group
• 3x customer value versus control group

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