Case Study: Vodafone achieves always-on, hyper-personalized customer engagement and 40% revenue growth with Pegasystems

Vodafone Transforming to always-on customer engagement

Vodafone faced a shift to non-linear, cross-channel, digital-first customer journeys but was hampered by siloed marketing channels and legacy technology that prevented true one-to-one, real-time engagement. The company aimed to move to an "Always-on Engagement" model to deliver hyper-personalized, relevant communication across every channel.

By deploying Pega Marketing and the Customer Decision Hub to unify inbound and outbound channels (call centers, retail, web, mobile, IVR and campaigns), Vodafone began monitoring events in real time and personalizing responses instantly. The transformation delivered strong business results: 300% improvement in offer acceptance, a £1 increase in ARPU per customer per month, £100M+ incremental annual profit, plus a 25% rise in campaign response, 5% higher retention, 20% NPS uplift and 40% revenue growth.

Vodafone

Simon Esland

Group Head of Marketing Technology & Commercial Capabilities