Welcome to Giffgaff, a UK Mobile Virtual Network Operator. Giffgaff’s unique feature is that customers can order a free SIM card to put into any phone. With SIM card, customers receive a flexible “goody bag” package. But customers also take part in pricing, support and product features. You don’t think this is real? Watch this video.
The company has differentiated itself in a “mature” mobile market. Giffgaff calls its customers “members” and they co-create range of products with them. Customers are able to take part iin social media and network forum to provide feedback on pricing, support and product features. That being said, customers influence new ideas.
Their suggestions lead to new product development and innovation. Customers are also rewarded for their contribution.
Committed to customer co-creation
Giffgaff is old Scottish for “mutual giving”. At Giffgaff Labs, members are able to post their feedback in the Idea Exchange. After that, community members vote and comment on submitted ideas in the virtual community. The ideas are then driven through the submission process. The entire feedback process actually reinforces the contributor process. This is how the process works:
Giffgaff also released a mobile app that is available on IOS, Android, Blackberry and Windows Mobile. The app allows real-time participation to Idea Lab and giffgaff forums. The company is also present in all major social media communities, where they have impressive numbers of likes.
From ideas to realised project
“The ability to start your goody bag early” was the most popular customer idea in 2014. A giffgaff customer envisioned a goody bag with voice, text, data etc. The goody bag idea also allows changes at any time, including the time of start or end. Other great customer ideas include a new goody bag for higher data availability for tethering, 4G access for the same cost as 3G and a giffgaff app update that flags other giffgaff members in users’ contact lists.
Giffgaff incorporated customers in product development. As a result, the company has created a broad and highly interconnected media system. This system collects feedback, mutual support and ideas from customers. Ultimately, customers can see the final product they helped to create. This way the bond between the company and its customers becomes tighter, which also impacts customer loyalty.
Giffgaff brought its business closer to customers by listening to their ideas. The company uses digital platforms to create customer loyalty. How do you use digital initiatives? Share your experiences and network with other professionals at the UK Digital Experience Awards 2016!
The post Mobile Operator Where Customers Are The Boss appeared first on UK DXA 2016.