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Building Loyalty with Data:

Moving from Price Led to Brand Led

Mark ChaimbaultHead Of Customer Analytics

Three Mobile UK

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Three Mobile UK

9.2m Active

customers.4,400 Employees in

the UK340 Retail stores in

the UK

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Three Mobile UK

5 million Three

customers are

enjoying 4G at no

extra cost

Three customers

use 5.4GB on

average every

month

50% Half of data

traffic on Three is

streaming media

35% Of the UK's

mobile data traffic.

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Price Driven Market

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Retention Process

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Retention Targeting

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The Deal

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Making It Relevant

Inputs Outputs

Advanced Analytics

Segmentation

Business Rules

Business Objectives

Relevant Offers

Targeted Journeys

Issue Resolution

Timely Communication

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Data Driven Decisions

Inputs

Value

Needs

Behaviour

Risk

Attitudinal

Potential

NPS

Relevancy

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Value Through Usage

Basic

Communication

Creating

Content

Social

Networking

Information

Media

Consumption

Data

Users

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Value Through Network

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Value Through Satisfaction

NPS

Network

Value

Support

Billing

Device

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Price to Brand