Vodafone Hungary – Good Things

— Client: Vodafone Hungary

Good Things

Tags —

TELECOMS | CUSTOMER LOYALTY | AGILE

Share this case —

Share on facebook
Share on google
Share on linkedin
Share on twitter

Status Quo Day 1 —

Vodafone Good Things was a pre-existing “reward” program, available for Vodafone customers and accessible through My Vodafone app. It had a built-in, interactive, movement-triggered gaming mechanic i.e. if you shake your phone you could win surprises. However, the platform did not scale at the expected level and did not provide enough differentiation for the brand.

  • Re-positioning and relaunch “Vodafone Good Things” Program in Hungary

  • Introducing agile methodologies, coaching teams and kick-starting the first agile project in the organization
  • Together with Vodafone team, we enhanced the existing gaming mechanic and created an all-new customer experience with a redesigned customer journey and interactions, as well as new rewards which were more desirable for customers or even co-created with them

  • We fully repositioned the program as the “unloyalty loyalty program” which required no point collection but rather playing for instant rewards: “play not points”

  • We helped the company to have their own success case under their belt with the help of agile methodologies that would demystify and excite the whole organization about new ways of working ​
Research:

  • Conducted a thorough examination of what worked and what didn’t work with the current program

  • Uncovered existing customer’s expectations

  • Analyzed global benchmarks for loyalty programs
Ideation:

  • We ran several ideation sessions to find out what could possibly be: — Desirable for customers — Technologically feasible — Financially viable for the company
Prototyping:

  • We ran several rounds of testing working prototypes with ongoing customer feedback that we implemented at regular intervals
MVP launch:

  • We launched a re-designed MVP with a completely new customer value proposition and strong signature offer within 3 months

Value Delivered

— 01

Feedback from hundreds of customers collected during the first two-week Sprint

— 02

Created a unique loyalty program

— 03

Fully functioning MVP ready for launch after 3 months

— 04

Redesigned program helped reach the NPS target in comparison to non-program-users

— 05

Direct quote from customers on the redesigned program – “It’s good for my soul,” “wow, Vodafone really appreciates me as a customer.”