Vodaphone
Vodafone Uses Business Intelligence to improve Customer Growth and Retention Plans
What were the challenges for Vodafone New Zealand?
Vodafone New Zealand initially experienced very rapid growth, attaining 50% market share, yet began to see their sales and new customer growth stagnate at 56%. They were also facing higher costs of compliance and the need for controlling customer churn while increasing profitability. Vodafone New Zealand also needed to understand how best to increase their profit margins, increase revenue with new and existing customers while also monitoring how competitors and market conditions impacted their business. Vodafone New Zealand was also challenged with knowing how best to manage their marketing strategies for greatest return, incouding understanding how and when to initiative marketing and selling strategies by market segment.
How did it address these issues?
Vodafone chose to implement an Enterprise Data Warehouse (EDW) that aggregated legacy, CRM, support, pricing and marketing databases into a single view of all information in the organization. The...
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