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Verizon Communications Marketing

To empower people, businesses, and society through reliable connectivity by setting the global standard for customer experience and digital infrastructure

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To empower people, businesses, and society through reliable connectivity by setting the global standard for customer experience and digital infrastructure

Strengths

  • NETWORK: Industry-leading 5G Ultra Wideband coverage reaching 200M+ people
  • BRAND: 98% brand recognition among US consumers with 143-year heritage
  • INFRASTRUCTURE: $20B+ annual investment in network reliability and security
  • ENTERPRISE: Leading B2B telecom provider with 97% of Fortune 500 as clients
  • BUNDLING: Successful cross-selling capabilities across wireless and fiber

Weaknesses

  • PERCEPTION: Continued customer sentiment of high prices despite value
  • DIGITAL: Lagging digital customer experience compared to tech competitors
  • AGILITY: Complex organizational structure slowing innovation cycle times
  • SEGMENTATION: Insufficient personalization for specific customer segments
  • FUNNEL: Higher customer acquisition cost ($432) than industry average

Opportunities

  • 5G: Accelerating consumer adoption of premium 5G plans and services
  • IoT: Expanding IoT solutions across smart cities, homes and enterprises
  • CONTENT: Deepening content partnerships to enhance service bundling
  • EDGE: Monetizing edge computing capabilities for enterprise applications
  • RURAL: Expanding rural market coverage through fixed wireless access

Threats

  • COMPETITION: Intensifying price wars from T-Mobile and AT&T
  • DISRUPTION: Tech giants entering telecommunications with novel solutions
  • REGULATION: Increasing regulatory scrutiny on data privacy and net neutrality
  • COMMODITIZATION: Service commoditization reducing differentiation
  • CHURN: Rising customer expectations for service and support

Key Priorities

  • EXPERIENCE: Transform digital customer experience across all touchpoints
  • VALUE: Clarify and communicate premium network value proposition
  • SEGMENT: Implement targeted marketing approach for key segments
  • INNOVATION: Accelerate 5G use case development and go-to-market
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To empower people, businesses, and society through reliable connectivity by setting the global standard for customer experience and digital infrastructure

TRANSFORM EXPERIENCE

Create frictionless digital journeys that delight customers

  • JOURNEY: Redesign top 5 customer journeys reducing friction points by 40% and increasing NPS by 12 points
  • APP: Increase mobile app engagement by 35% with AI-powered personalization and self-service tools
  • AUTOMATION: Deploy AI chatbots handling 45% of service inquiries with 80%+ resolution rate
  • MEASUREMENT: Implement real-time customer satisfaction tracking across all digital touchpoints with 90% coverage
AMPLIFY VALUE

Clarify premium positioning and demonstrate network ROI

  • MESSAGING: Launch integrated "Worth More" campaign delivering 2.7B impressions and 30% awareness lift
  • COMPARISON: Create interactive network comparison tools with 5M engagements and 40% conversion improvement
  • TESTIMONIALS: Generate 1,000+ authenticated customer success stories across key customer segments
  • EDUCATION: Develop value calculator tools reaching 12M customers with 4.5M completions and 22% sales impact
TARGET SEGMENTS

Deliver personalized experiences for key customer groups

  • PERSONAS: Define and activate 7 high-value customer personas with tailored messaging and journey maps
  • CONTENT: Create segment-specific content library of 1,200+ assets with 35% higher engagement vs. generic
  • ANALYTICS: Deploy AI segmentation engine identifying 15M high-potential targets with 92% accuracy
  • ACTIVATION: Implement 25+ segment-specific campaigns delivering 28% higher conversion vs. control groups
ACCELERATE INNOVATION

Bring 5G capabilities to life through compelling use cases

  • SHOWCASES: Create 8 immersive 5G experience centers in key markets with 250K+ visitors and 42% conversion
  • DEMOS: Develop 15 interactive demonstrations of transformative 5G applications across consumer/business
  • PARTNERS: Establish 6 strategic content partnerships showcasing exclusive 5G-enabled experiences
  • STORYTELLING: Produce documentary series on 5G impact reaching 35M viewers with 87% positive sentiment
METRICS
  • CSAT: 92% by EOY 2025 (baseline 85%)
  • PREMIUM MIX: 68% of customer base on premium plans (baseline 54%)
  • CAC EFFICIENCY: Reduce acquisition costs by 18% while maintaining growth
VALUES
  • Customer First
  • Integrity
  • Innovation
  • Excellence
  • Diversity & Inclusion
Verizon Communications logo
Align the learnings

Verizon Communications Marketing Retrospective

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To empower people, businesses, and society through reliable connectivity by setting the global standard for customer experience and digital infrastructure

What Went Well

  • FINANCIALS: Q1 2024 revenue up 3.2% YoY to $33.1B, exceeding estimates
  • WIRELESS: Net addition of 277,000 postpaid phone subscribers, beating target
  • PREMIUM: 5G premium plan adoption increased 14% with higher ARPU of $58
  • RETENTION: Consumer wireless churn decreased to 0.81%, a 5-year low point
  • BUNDLING: 43% of new fiber customers also purchased wireless products

Not So Well

  • BUSINESS: Enterprise segment revenue decreased 2.1% due to competitive loss
  • COSTS: Marketing efficiency declined with CAC increasing 6.7% year-over-year
  • AWARENESS: New service awareness metrics below target at 64% vs 75% goal
  • PREPAID: Continued loss of 96,000 prepaid customers to discount competitors
  • CONVERSION: Digital channel conversion rates declined 4.2 percentage points

Learnings

  • SEGMENTATION: Premium tier customers respond well to experience messaging
  • VALUE: Price sensitivity increasing across all segments despite premium value
  • DIGITAL: Self-service adoption directly correlates with increased NPS scores
  • TOUCHPOINTS: Average customer requires 5.4 touchpoints before conversion
  • CONTENT: Video-based marketing outperforms all other formats by 37% CTR

Action Items

  • EXPERIENCE: Accelerate digital self-service roadmap with Q3 app revamp plan
  • SEGMENT: Develop tailored value propositions for five key customer segments
  • MEASUREMENT: Implement unified cross-channel attribution model by Q4 end
  • MESSAGING: Refresh value communication strategy emphasizing network ROI
  • EFFICIENCY: Optimize channel mix to reduce customer acquisition costs by 9%
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To empower people, businesses, and society through reliable connectivity by setting the global standard for customer experience and digital infrastructure

Strengths

  • DATA: Vast proprietary consumer behavioral data across 142M connections
  • INFRASTRUCTURE: Advanced AI-ready cloud infrastructure already deployed
  • TALENT: Strong data science team of 250+ AI/ML specialists
  • FOUNDATION: Early implementation of AI for network optimization
  • BUDGET: $500M dedicated annual AI innovation investment

Weaknesses

  • INTEGRATION: Siloed AI initiatives across business units limiting impact
  • DEPLOYMENT: Slow transition from pilot projects to scaled AI solutions
  • ADOPTION: Low internal AI tool adoption rates among marketing teams
  • METRICS: Insufficient AI ROI measurement frameworks
  • TRAINING: Limited ongoing AI upskilling for marketing personnel

Opportunities

  • PERSONALIZATION: Advanced AI to hyper-personalize customer journeys
  • PREDICTIVE: Leveraging predictive analytics for improved customer retention
  • AUTOMATION: Automating routine marketing and customer service tasks
  • GENERATIVE: Creating personalized content at scale for targeted segments
  • INSIGHTS: Deeper customer behavior analysis for product development

Threats

  • COMPETITORS: Tech companies with superior AI capabilities entering market
  • PRIVACY: Evolving regulations limiting AI application in personalization
  • TALENT: Increasing competition for AI talent from higher-paying sectors
  • SECURITY: Growing sophistication of AI-powered cyber threats
  • BIAS: Potential AI bias damaging brand reputation and trust

Key Priorities

  • UNIFICATION: Create unified AI strategy across all marketing functions
  • PERSONALIZATION: Deploy AI-driven hyper-personalization at scale
  • TRAINING: Implement comprehensive AI upskilling for all marketers
  • MEASUREMENT: Develop clear AI impact measurement framework