Vodafone

Segmentation

Challenge

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

Result

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

Founder/strateeg

+31 6 14 27 70 04
kees@trendsactive.com

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