Virgin Mobile opts for SPSS software to drive customer loyalty

by Charlie McCathie, Brand Republic 26-Apr-07, 14:35

LONDON - Virgin Mobile has chosen predictive analytics software from SPSS to power its marketing campaigns, in the hope of increasing revenue from its current customers.

Virgin Mobile will use the software to process data that was captured in previous direct marketing campaigns; the company claims this will guarantee the accuracy of future promotions, and customers will only receive communications they are likely to respond to.

The telephone operator has 4m customers and hopes to boost this figure via targeted marketing. It stages 100 marketing campaigns a year and will use the data software to identify the most receptive customers to its campaigns, lowering costs and increasing cross-selling.

Customers will be sent text messages reminding them to add on minutes, and informing them of the Virgin Mobile reward scheme, Red. The software will allow Virgin to monitor its customers and predict behaviour, alerting the company if a customer is likely to leave.

Caroline Schmidt, customer value management controller at Virgin Mobile said: "As the competition continues to heat up in our industry, driving customer loyalty will be the difference between success and failure.

"SPSS' predictive analytics solution enables us to get closer to our customers and predict which campaign will work best for each one."

Jack Noonan, SPSS president and CEO said: "Companies like Virgin Mobile are setting new standards for 21st century customer management by not only analysing the effectiveness of each campaign, but also using this information to predict future results."