Project Alight
Category: Media and / or Channel Utilisation; Award: BRONZE
Entrant: Vodafone Consumer Marketing Loyalty & Retention Team
Credits:
Ranil Boteju, Alastair Gunn, Elke Van Der Meijden, Andrew Spence, Bridgid O’Conner, Richard Spencer
Entry Rationale:
This campaign:
Utilized the channel to deliver a direct measurable impact on customers and Vodafone’s bottom line
- Researched, analysed, documented and evaluated performance against target enabling capture of key learings and opportunities for improvement
Vodafone Best Practice
- Set the bench mark internally and within the Vodafone Group
- Example of Vodafone New Zealand leading the Vodafone Group
- Project shared with Vodafone Group Chief Executive Office, Chief Marketing Officer and Customer Care directors as well as other operating companies
Changed the way measurement is assessed via this channel
- Implemented specific quality members
Changed the way Vodafone does business through this channel
- Changed focus from reactive customer care to proactively adding value through a key contact channel at a key customer life cycle stage
Gained Customer Insight into the way this channel was used an modified and enhanced this to meet customer need
Leveraged this channel for marketing communications
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