Business Irish

Saturday 25 November 2017

Vodafone plans personal pricing as part of digital revamp

In an initiative led by new head of digital Brian Corish, Vodafone Ireland intends to cut the company’s website down to a single page of highly personalised offers and information
In an initiative led by new head of digital Brian Corish, Vodafone Ireland intends to cut the company’s website down to a single page of highly personalised offers and information
Sarah McCabe

Sarah McCabe

Vodafone plans to personalise the price of phones and plans based on data gathered about customers online, as part of a revamp of its digital unit.

In an initiative led by new head of digital Brian Corish, Vodafone Ireland intends to cut the company's website down to a single page of highly personalised offers and information.

"We are totally rebuilding our online offering, completely throwing out the old model," he said at last week's Smart Business Show at the RDS.

"We want to get our site down to one page that is completely personalised to the individual, based on data such as the content they have accessed in the past, their age and whether they are a new customer," he said, adding that the company's current web presence is "huge" and one of the most heavily trafficked in the country.

"Personalised pricing will happen, though it is a few years away."

The project is "critical", he added. "We cannot do one-size-fits-all anymore".

The company is about to begin trialling a customer care service over instant messaging service WhatsApp as part of the digital overhaul. WhatsApp users will be able to chat with customer service representatives in real time via the messaging app.

Some 64pc of Irish consumers prefer to communicate digitally rather than in person or over the phone, Corish said.

Vodafone increasingly builds products and services based on social media feedback, he added.

Paddy Power's chief information officer Fin Goulding also outlined a strategic overhaul at the betting company at the Smart Business Show.

Paddy Power is training its engineers in multiple fields and pointed out that it requires senior staff to stay on call overnight to help handle regular "heart-attack events" like the Grand National - which he said, prompted 1.1m customers to check their balances in a 15-minute period.

Sunday Indo Business

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