Under pressure in an increasingly more aggressive price market, Vodafone set the goal to become more customer-centric. Main step was to introduce an easy-to-apply marketing and sales segmentation based on customer needs. 


Together with Vodafone we delivered a pragmatic, human-centric segmentation. We integrated our generational and and gender insights with Vodafone’s customer data. The model was created during a series of co-creation workshops with a wide variety of stakeholding departments, ending up in an easy-to-use, quick-to-deploy segmentation. 

During 2017 and 2018 Vodafone launched a range of new products and campaigns based on the new segmentation, including a focus on the new segment of babyboomers. Although Vodafone NL merged with Ziggo after 2018, the basic segmentation we developed is still beeing used a a reference for the development of touchpoints.

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“Together with Vodafone we delivered a pragmatic, human centric segmentation.”

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Kees Elands


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