CYBAEA, at the time trading as The PCA Group, the leading Marketing and Customer Relationship Management consultancy for the mobile telecoms industry, designed and implemented full Customer Value Management (CVM) capabilities for Vodafone Netherlands. This organization has responsibility for customer retention and usage stimulation within the company and has been recognised as central to the operator’s market success in recent years.
Vodafone Netherlands, the Dutch mobile phone operator, was suffering from a fragmented approach to understanding and managing its customer base. As the Dutch market moved from an acquisition to retention focus they identified that significant incremental revenue opportunities could be realised by adopting a customer management approach centred around fact based decisioning and focused direct customer contact. Vodafone rapidly recognised that for the delivery of the required marketing, analytic and reporting capabilities it would need external expertise.
CYBAEA was retained to fulfil five main roles;
- Organization design to set-up, staff, and run the Customer Value Management organization on an interim basis until the permanent CVM Director was hired.
- Change management of the entire implementation of the capabilities and the smooth transitioning of the business.
- Design CVM capabilities to industry best practice, including Reporting, Analytics, Outbound Marketing, and Inbound Marketing.
- Interim management to run the Insights and Reporting part of the organization while recruiting staff and establishing the processes and commercial deliverables.
- Deliver key complex elements of the capabilities which would rapidly make a material difference to Vodafone’s performance, including new KPIs across the company and advanced analytical models for rapid commercial success.
The proven methodology for marketing capabilities from CYBAEA clearly defines the work required across strategic, organizational, process, technical and data domains to develop a cohesive project plan and produce a predictable high quality result. The methodology, also known as the “Box Model”, was used as the cornerstone of the programme’s design and delivery – facilitating the co-ordination of the multiple parties required; vendors, solutions integrators, outsourcers, and local and international Vodafone resources.
“We selected them for their unique combination of mobile telecommunications experience, advanced marketing skills, and reputation for the highest quality delivery. We weren’t disappointed on any count.”
“We selected them for their unique combination of mobile telecommunications experience, advanced marketing skills, and reputation for the highest quality delivery”, says Graeme Millar, Director of Consumer Business at Vodafone Netherlands, about the team from CYBAEA. “We weren’t disappointed on any count.”
The overall programme, with a multimillion euro budget and a timescale of 15 months was delivered to time and budget.
The overall programme, with a multimillion euro budget and a timescale of 15 months was delivered to time and budget.
A foundation task in the proprietary delivery methodology from CYBAEA is the development of a business case for each capability element to ensure true value for money. These business cases are tracked against actuals during both implementation and operating phases through Customer Value Management Profit and Loss reporting. Vodafone Netherlands is meeting or exceeding performance targets across its CVM function and has been recognised as best practice by Vodafone Group, being used as a model for other operators and a pilot for new techniques.
“Base Management is now making a significant contribution to the business performance of Vodafone Netherlands”, says Martin Dixon-Tyrer, Director of Consumer Base Management at Vodafone Netherlands. “Thanks to the team’s vision, design and implementation skills we have deployed a very significant revenue generating programme with the minimum of pain.”
“Base Management is now making a significant contribution to the business performance of Vodafone Netherlands. Thanks to the team’s vision, design and implementation skills we have deployed a very significant revenue generating programme with the minimum of pain.”
The organization generated €90 million incremental revenues in the first year alone while supporting over 3 million customers, and it provides insights and for fact-based decisioning across the entire company.