VodafoneZiggo was formed in 2017 in the Netherlands as a joint venture by Vodafone Group and Liberty Global. The company provides television, internet, and telephony services to 3.9 million fixed customers and 5.2 million mobile customers, from which 1.5 million households use products from both Vodafone and Ziggo.
A workforce of 7,500 employees across 10 offices serves customers ranging from consumers to individual entrepreneurs, and SMEs to enterprise-level organisations. VodafoneZiggo actively invests in building infrastructure to accelerate digitalization in the Netherlands and is focused on leveraging the power of technology to build stronger connections between people and society.
Customers increasingly expect personalised, one-to-one communications starting from the moment they engage with a company. In general, B2B deals are often closed based on the customer experience, rather than the services on offer. When the joint venture VodafoneZiggo was launched, they had siloed systems and lacked visibility of the customer journey.
That meant to meet customer expectations, analysts had to manually collect data from multiple sources and pass it to the marketing team. They then outsourced campaign creation and project managed the process, which was time-consuming and inefficient.
The company launched its Go Digital strategy to create memorable experiences for customers of all sizes. For the B2B marketing team, this means becoming more customer-centric by getting a 360 view of customers in order to drive their ‘four times right’ strategy (i.e. message, time, channel, proposition).
By taking a data-driven approach and putting marketers in control of campaigns, the company has reduced time to market, increasing ROI and in turn, customer satisfaction.
“Personalised marketing campaigns are better for the customer experience and better for our bottom line, but they rely on 360-degree visibility of actionable data,” explained de Witte. “We needed to centralise operations and data on one platform to unlock those valuable insights.”