80/20 Mobilizes Virgin's Database
Virgin Mobile. The Database Case.
The Virgin Mobile group of companies has more than 12 million customers worldwide, and is Canada’s number-one mobile youth network. Its commitment to providing simpler, better deals that offer customers control, flexibility and choice to design mobile packages that truly work for them earned Virgin Mobile the title of “Highest in Customer Satisfaction With Prepaid Wireless Service” five years in a row in the J.D. Power and Associates 2009 Canadian Wireless Customer Satisfaction survey.
The sheer volume of Virgin’s customer base meant multiple customer databases developed by multiple stakeholders that were often deployed independently—different, sometimes conflicting messages were often sent to the same customers or prospects. In addition, marketing had limited insight into prospect demographics and were not effective at marketing to different customer groups. Their reward program lacked consistency, and Virgin was looking for a way to phase it out.
80/20 to the rescue. With the help of our dynamic segmentation capability, Virgin has implemented a central (simplified) prospect database that allows them to coordinate all database marketing efforts, use a centralized reporting tool to track the success of every marketing program, effectively manage the deployment of a wide range of marketing activities, and helped them leverage the brand value of the Virgin parent company.
The result is increased brand loyalty and enhanced retention of “at risk” customers as well as a 318% increase in the Virgin online community, and an 81% increase in customer interaction. In addition, it helped integrate Virgin’s VIP reward program, with the result that it is now of such exceptional customer value that instead of being cancelled it remains an integral part of their marketing mix.
Download the Virgin Mobile Case Study.
