O2 (Telefonica UK): Vision - Transforming inbound marketing through real-time personalisation

This case study explains how O2, the mobile phone network, used data to grow the value of customers with a better upselling system in the UK.

O2 (Telefonica UK): Vision - Transforming inbound marketing through real-time personalisation

VCCPme

How did the campaign make a difference?

Having invested significantly in shifting the focus of business from acquisition to the retention and growth of existing customers, it was key for O2 to demonstrate the financial impact of this strategy change. Research showed that customers didn't understand the need for other products and were frustrated by having to repeat themselves when staff had no record of conversations they'd had with other O2 representatives.

By joining up the data collected at each touchpoint to optimise simplicity, timeliness and relevance, O2...

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