Challenge:
Vodafone, the global telecommunications provider, is focused on providing their customers with exceptional experiences. Vodafone operates in 20 markets globally and through partners across 70 more. The customer experience required differs across these 90 regions. Competitive technology advancements has caused Vodafone to review their digital landscape and adopt tools for the future.

To stand out from the competition, Vodafone wanted their customer experiences to be personal and frictionless. These experiences had to meet individual customer needs and make brand engagement effortless. Vodafone recognised a data-driven approach would provide insight for direction; they just needed the agility to support the changing demand.

Vodafone struggled to keep web and mobile releases agile due to a heavy reliance on their IT team and external agencies. With multiple contributors for each, maintaining consistency across the brand and customer experiences was a challenge. Vodafone needed to standardise processes across the business to manage global teams, data and technologies.

Solution:
Vodafone deployed Tealium iQ™ across all websites and mobile applications. Tealium’s agnostic approach gave Vodafone the control to manage data being collected by existing tools and platforms. The templates and data mapping features of Tealium iQ™ allowed Vodafone to standardise basic website tags and SDK setup for all Vodafone sites and mobile applications.

Results:
The Tealium iQ™ environments (Development, Quality Assurance and Production) enabled Vodafone to create ‘Implementation Best Practice Guides’ to be used across the organisation. Consistency of tag deployment and data capture processes throughout Vodafone is now significantly improved. Using their developed guides, Vodafone empowered local staff to control the use of digital platforms in their respective markets. Local representatives used Tealium iQ™ test environments to ensure successful integrations and minimise error rates.

Empowering local regions has reduced the reliance on internal IT resources and external agencies. Nominated heads carry out tag implementation and updates. The development process has improved as local teams can now add functionality and data-capture points outside of the scheduled release cycle. Vodafone’s agility has improved, time to deploy new solutions to market has reduced, enabling the organisation to better meet customer needs.

Vodafone has a complex ecosystem that builds customer value exchanges for numerous journeys. The UK website serves over 70 tags to manage analytics, personalisation, transactional net promoter score (TNPS), advertising, SEO and social metric requirements. Tealium IQ™ has consolidated access to all available tags into a single platform which enables the product and marketing teams to choose which tags they require on their local site, and when. Tealium has a dedicated team, who ensure the 750+ tags in the Tealium IQ™ marketplace are kept up to date.

Tealium iQ™ controls the sharing of data feeds to multiple third party systems in accordance with stringent legislative regulations. Only permitted data is shared and controls are continuously updated. Controlling the flow of data to the correct outlets in a standardised way provides Vodafone with a better view of customer interactions across various channels and touchpoints. Controlling data has facilitated a simple, yet secure, digital customer identity for the brand.

Following the success of the Tealium iQ™ deployment across their website, Vodafone decided to extend the implementation to their native and hybrid mobile apps. The Tealium libraries reduced the number of SDKs required for each mobile app. Developers were able to make changes to the library without having to undergo a new app release. By leveraging a full tag management solution in the mobile app, Vodafone has been able to utilise other in-app technologies such as Qualtrics, which enhances and monitors the customer experience.

Developing apps centrally has ensured Vodafone maintains consistent functionality across all markets. Customer facing functionality is now readily available; a shortened development cycle means timely updates for customers without having to download new app versions.

The ongoing support from both Tealium’s data experts and the Tealium learning portal have helped to broaden Vodafone’s developer community and drive mobile app functionality forward. With the help of Tealium, Vodafone is now able to develop in-app personalised messages for users. These messages include welcome, event and campaign driven messages based on an individual’s data.

About Vodafone Group
True to our origins, Vodafone has always committed to deliver useful and inspiring innovation. In 1991 we enabled the world’s first international mobile roaming call. In 2002, with Vodafone Live! we set a new standard for mobile communications with internet access on the move. Fuelled by the desire for sustainable innovation, we recently introduced Vodafone Money Transfer which allows customers in emerging markets to send and receive money safely and easily using their mobile phone. We’ve also caused a stir in the industry with the Vodafone 150 – our most affordable ultra low cost handset yet. We’re a brand that loves change – if it’s not happening naturally then we’re creating it ourselves. It’s in our DNA to push forward, to create a better future, to never rest and find new ways that help people communicate. That’s the lifeblood that runs throughout Vodafone. We are driven to empower people. To find that spark that empowers you is why we are in business. That’s what we mean when we say ‘power to you’. http://www.vodafone.com/content/index/about