Lyca Mobile

Through Salesforce, we’ve achieved ‘CISS’ – contextual customer communication, immediate order fulfilment, clear audience segmentation, and rapid scaling up of campaigns.”

- Ankit Rai | Head of Retention, CRM/CVM, Lyca Mobile
 
5,000+ employees

30%

increase in conversation rates

 
 

By making marketing more personalised and contextual, Lyca Mobile is improving customer engagement and conversions

Every two seconds, a new customer joins Lyca Mobile. That’s a testament not just to the quality of Lyca Mobile’s telecommunications services, but also the power of its marketing and customer engagement strategies.

The UK-based company is among the world’s largest mobile virtual network operators (MVNO), with more than 16 million customers in 23 countries, including Australia, France, Germany, Ireland, Singapore, the UK, and the US.

Best known for its strong value offering of low-cost plans and high-speed connectivity, Lyca Mobile was named the Most Successful MVNO of 2020 at the MVNO World Congress – the organisation that represents mobile virtual network operators around the globe.

"Today, the company is transforming into a digital-first service provider. Through Salesforce, we want to take customer engagement to the next level, and deliver impeccable experiences that customers love, " said Navanit Narayan, CEO. "With Salesforce, we're making it happen!"

 

Goodbye ‘spray and pray’, hello targeted marketing

Previously, Lyca Mobile’s different channels of customer engagement were siloed.
Without a shared view of customer journeys, teams couldn’t track which customers were receiving which messages on which channel. Nor could they measure purchase affinity.

So, even if a prospect hadn’t responded to marketing SMS messages, they were repeatedly targeted with emails. This was neither a good experience for the prospect, nor an efficient use of Lyca Mobile’s resources.

Only SMS-based marketing teams could view and use audience segments for targeted communication. Email marketing teams were forced to rely on ‘spray and pray’ marketing tactics which reduced revenue per customer. Website-based marketing was also limited. Teams couldn’t deliver pop-ups or segmented messages to attract customer attention.

“We needed an integrated marketing automation tool, fast,” explained Rai. “Salesforce Marketing Cloud was the clear choice because it was quick to implement, easy to learn, and backed by excellent customer support.”

Led by Rai, Lyca Mobile implemented Marketing Cloud and Interaction Studio. “Thanks to Salesforce, we can now automate customer journeys, personalise every interaction, and build relationships that last.”

 

Improving conversions with omnichannel, contextual customer communication 


Using Marketing Cloud, Lyca Mobile has consolidated all customer data into a single source of truth. Marketing teams across India and the UK now have a unified view of customer journeys across email, SMS, the website, and other touchpoints. This helps them to deliver seamless omnichannel experiences.

“Customer journeys are clearly mapped out – so, we know exactly when and on which channels to engage with customers for optimal impact,” said Rai. “These journeys are visually represented through Journey Builder, and are easy to understand and modify.”

Lyca Mobile also uses Marketing Cloud to segment its audiences into MECE (mutually exclusive, collectively exhaustive) categories based on shared attributes. This makes customer communication more contextual and relevant.

“By sending the right messages to the right customers at the right time, we’ve seen a 15-20% decrease in opt-out ratios,” explained Rai.

Meanwhile, insights on customer purchase affinity help teams avoid spamming customers who haven’t responded to previous marketing messages. “With customer engagement becoming more targeted, conversions have increased by over 30%,” said Rai.

Marketing efficiency has also improved. “Earlier, if we wanted to alter the text of an email or SMS, we had to raise a ticket with our tech partners and wait seven days for it to be resolved. But with Salesforce, we can change text on the fly to make our communications more compelling.”

Deepening customer relationships with one-to-one engagement

Lyca Mobile also uses Interaction Studio to personalise customer interactions. If a prospect visits Lyca Mobile’s France website looking for a SIM card, for example, if they’re about to exit the page without purchasing one, a pop-up offers them an attractive deal on SIM cards. This keeps the customer engaged and incentivised.

Similarly, if a customer in the US has ordered a SIM card but hasn’t activated it yet, they will receive an email with the activation steps, or an offer of a gift voucher for quick activation. Complete visibility into customer data enables teams to also cross-sell and upsell more effectively.

“Based on a customer’s calling activity, we can proactively recommend a lower-cost plan,” said Rai. “If the customer is interested, order fulfilment doesn’t take four hours like it used to – it’s almost immediate now.”

Even customer care teams can access this shared source of customer truth to enhance service and sales.

Optimising campaign performance with real-time insights

“Both of our Salesforce implementation partners, Emark and Mirum, did a fantastic job simplifying our complex requirements and accommodating last-minute changes without compromising on timelines or quality,” noted Rai.

“We also worked with the Salesforce Customer Success team whose round-the-clock support accelerated our CRM transformation and adoption.”

Lyca Mobile now plans to implement Datorama for enhanced marketing intelligence, along with Sales Cloud for faster sales growth.

Datorama automates and unifies all marketing campaign data, no matter where it is. Lyca Mobile will be able build intelligent dashboards for real-time campaign performance and marketing effectiveness that drives optimisation improvements in-flight.

“Through Salesforce, we want to take customer engagement to the next level, and deliver impeccable experiences that customers love,” concluded Rai.

 

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