KPN’s Team Digital wondered whether they could get more value out of their existing customers. Using the available data, we looked at where – within the existing online customer journeys – there were opportunities for cross- and upsell.
Define what success is
Before we could analyse where opportunities lay within the existing online customer journeys, we had to answer an important question: what does success mean to this team?
We tried to answer this question as best we could and validated it with relevant stakeholders inside and outside the team. This revealed that increasing the total number of cross-sell and up-sell sales, and increasing the conversion rates in the customer journeys were the most important success factors. In addition, we monitored the share of digital sales compared to the total number of sales (including offline and smart TV sales) to monitor the overall growth of the organisation. This way, we could always place our performance in a broader perspective and draw the right conclusions.
Based on the above-mentioned success factors, we established logical metrics, which we collected from various data sources. We built a dashboard in which we processed these metrics in various visualisations. This gave the team direct and real-time insight into the performance.
Once we had a clear understanding of our success factors, we could start with the analysis. We defined the main problem areas based on both quantitative analysis (web analytics and heatmaps) and qualitative analysis (user feedback, recordings and user tests).
One of the opportunities we saw was that certain television-related pages – which were actually designed to upsell customers with KPN’s television product – were being visited by customers with a KPN mobile product. This meant that there was cross-sell potential here, which was not yet being exploited.
We proposed to offer these users a personalised entrance to the cross-sell shop on these pages. We validated this by A/B testing. The test results showed that for this group of users, we saw an increase in the number of cross-sell sales, with no decrease in the number of upsell sales. This solution worked and so we implemented it immediately.
Each A/B test provided new insights into the needs and behaviour of our target group. Test variants that performed better were immediately implemented in the live environment.
Safeguarding knowledge in the organisation
In order to make the effects of our approach more widely felt within KPN, we set up various knowledge sessions. We also provided training and organised meet-ups in which we could transfer knowledge in the field of web data, KPI setting and statistics within and outside Team Digital.
The set success factors and the available resources for analysing qualitative and quantitative data helped us to better understand these customer journeys. Together with KPN, we set up a process in which the prioritisation of tests, the pre-calculation of tests, the performance of test analyses and the securing of learnings is a recurring cycle. With our approach we were able to help KPN with a data-driven process within the cross- and upsell journeys.
A data-driven future
As KPN’s data partner, we continue to provide support in the area of data-driven work. We keep the dashboard we have set up up and running and we keep looking for optimisation opportunities within the company.