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Private Cloud enables Personalised Marketing at scale

Growing businesses need to analyse large volumes of customer digital behaviour data

Organisations are under pressure to provide an enhanced customer experience, but customers want to be individuals, no longer segments. This expansion in personalisation is leading to a massive increase in data, which has to be analysed at speed in order to react to customer comments and needs.

Vodafone and the CCA (Contact Centre Association) recently conducted the Vodafone Cloud Barometer research about the readiness of large organisations to deal with the changing behaviour of consumers (please find the report below). Many organisations do not have the resources to handle this new amount of data, but private clouds could help them to become an enterprise of the future. The Vodafone Cloud Barometer highlights that “Cloud is all about helping CIOs serve the business. The most popular benefits of adopting cloud are to free up IT resources and to enable responsiveness to business demands.”

What is going on?

Consumers today have high expectations that their specific needs and requests will be dealt with fast. Businesses will have access to vast amounts of data related to these consumers, enabling mass personalisation. But this data needs to be available and analysed fast to be relevant for the next consumer interaction; no longer will people wait 24 hours for a response to a problem. More and more consumers are moving to webchat and social media to get an instant response, but also providing data for insight.

Buyers want organisations to know them better, so more consumer data has to be collected and analysed.

Consumers are more mobile. They can interrogate, update and interact through smartphone applications on the move at any time. The challenge for existing IT separtments teams has become immense.

So what can be done?

1/. Organisations collect much more information about buyers and consumers. This includes their previous interactions, likes, dislikes and experience. This data can be analysed for particular responses as well as sales campaigns.

2/. Vodafone Private Cloud, a managed service, combined with migration services provides enterprises and government departments with a powerful system to analyse user data to create insight. This knowledge provides organisations with the tools to deliver the best possible customer experience with multi-channel support, knowledge capability and flexibility for fast changing organisations.

Supporting evidence

The pace of technological innovation continues to be rapid and channels of customer contact such as social media and mobile device use have become ubiquitous. Customers have become increasingly tech-savvy and have high expectations for the speed, simplicity and effectiveness of contact.

This infographic visualises the perceptions of digital transformation of senior executives from a wide range of organisations in the UK. The results are based on a joint research between Vodafone and the Contact Centre Association (CCA Industry Council Benchmarking Survey Digital Transformation, August 2015).

Please also take a look at our Cloud Barometer to see how organisations are migrating to cloud-based services to speed up decision-making and capital expenditure.

Why Vodafone?

Vodafone has 20 years of experience in consulting, migrating and running Hosted and Cloud services for large organisations in government, utilities, finance and retail sectors, focusing on business transformation. The new Vodafone Private Cloud service continues this capability with self-service tools, high levels of availability and a world-class network to deliver these to your business.

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