Case Study: Vodafone CVM Game
The Issue
Vodafone wanted to encourage their marketers to work more closely with their CVM colleagues in order to respond better to customers’ needs and give them the best possible experience.
The Challenge
To transform a dry and data-heavy subject into an engaging topic that captures the imagination of the learners and makes them realise that there is more to data than just numbers.
The Solution
Vodafone asked leading marketing consultancy firm, Oxford, to help to improve the capability of their marketers to work more effectively with the CVM team and to use the wealth of data in order to meet and exceed customer expectations. Oxford brought us in to help design an innovative workshop that would combine face-to-face training with game-based elearning. The Vodafone CVM Data Game was developed specifically to be used throughout the day in the workshop delivered by Oxford.
In the game the workshop teams are given a challenge, have to ask for the right data, pick a customer segment to target and offer them the right proposition in the right way and at the right time. The winning team is the one that makes the most money, on time and within budget.
Teams compete not only on the day of the workshop, but with previous participants via a global leaderboard.
Used in stages throughout the workshop, the game reinforces learning points, encourages debate and allows participants to try decisions out, resulting in a deeper understanding of the importance of data and how it is used.
The Results
The game approach was used because it was a really effective way to demonstrate the impact of risky decisions in a realistic simulated environment. It enables participants to make those decisions with the same pressures they experience in their jobs.
This innovative use of a game has added energy, engagement and fun to the workshops and because it is undertaken as a team activity, it has encouraged collaboration. Users leave the workshop understanding that data is more than just numbers and can really aid
behavioural profiling of customers.
The Vodafone CVM (Customer Value Management) Data Game, built with an elearning author tool, is a great example of how learning games don’t need to be high budget with long timescales and hand coded to be effective. The game won gold for Best Learning Game at the eLearning Awards.
"Since the launch of the Customer Value Management Game and its accompanying workshop, I've seen our marketing population work more effectively with their CVM colleagues to understand our existing customers better and develop propositions and GTM (Go To Market) activities that more of our customers are responding to more of the time"
"This was a tough challenge which The Customer Value Management Game and its accompanying workshop has fulfilled extremely effectively. Not only does it build understanding, but it allows marketers to practice using CVM skills whilst also replicating the pressures they face in day to day business.”
About Vodafone
Vodafone are one of the largest telecommunications companies in Europe and Africa, empowering millions with world-class connectivity and digital services. Their cutting-edge networks and technology help shape the future, unlocking potential for people and businesses in a more connected future.
To learn more about Vodafone please visit their website
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