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UNDERSTAND TODAY. SHAPE TOMORROW.
LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
the latest installment of our: C...
ABOUT.
INTRODUCTION
UNDERSTAND TODAY. SHAPE TOMORROW. 2
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover Define Develop Deliver
A...
UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
giffgaff’s network users are not only at the heart of their
business, the...
CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
CUSTOMER VALUE
CANVAS
CONCLUSIONS &
IMPLICATIONS
ABOUT
GIFFGAFF
CONTENT
4
Chapt...
UNDERSTAND TODAY. SHAPE TOMORROW. 5
ABOUT
GIFFGAFF
Chapter 1
Quick facts about the company and its origins
LHBS // GIFFGAF...
UNDERSTAND TODAY. SHAPE TOMORROW. 6
ABOUT GIFFGAFF
What is giffgaff?
It’s a mobile virtual network
operator (MVNO), meanin...
UNDERSTAND TODAY. SHAPE TOMORROW. 7
The making of giffgaff
Founded in 2009 by Nav Thompson, who
was a brand strategist at ...
UNDERSTAND TODAY. SHAPE TOMORROW.
They believe in…
8Source: giffgaff
Encouraging all users they are “free to go, free to s...
UNDERSTAND TODAY. SHAPE TOMORROW.
…and they live their values
9Source: giffgaff
giffgaff once stopped advertising for seve...
UNDERSTAND TODAY. SHAPE TOMORROW. 10
Weaving crowd communication into their
business model, giffgaff aren’t just constantl...
UNDERSTAND TODAY. SHAPE TOMORROW. 11Source: European Communications
They’re championing
customer service
among telcos
in t...
UNDERSTAND TODAY. SHAPE TOMORROW. 12Source: lithium
giffgaff are pioneering with a culture of data…
"We've been getting ou...
UNDERSTAND TODAY. SHAPE TOMORROW. 13
…and no call-center
“It’s pretty clear that the modern consumer wants to
be deeply in...
UNDERSTAND TODAY. SHAPE TOMORROW.
REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
Their support network ar...
UNDERSTAND TODAY. SHAPE TOMORROW. 15
How are they benefitting from a community model?
“A few years ago, Apple changed the s...
UNDERSTAND TODAY. SHAPE TOMORROW.
REPORT TITLE // IMPLICATIONS.
UNDERSTAND TODAY. SHAPE TOMORROW.
Explore giffgaff’s Custo...
UNDERSTAND TODAY. SHAPE TOMORROW. 17
CUSTOMER VALUE
CANVAS
Chapter 2
giffgaff’s initiatives
LHBS // GIFFGAFF’S STRATEGY: T...
UNDERSTAND TODAY. SHAPE TOMORROW.
The better a company manages the interrelation
between their products, services,
experie...
Customer Value Canvas®
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the
performance or quality...
LHBS Put the Title of the Report here
HOW TO.
UNDERSTAND TODAY. SHAPE TOMORROW. 20
GIFFGAFF’S
CUSTOMER
VALUE
PROPOSITION.
...
UNDERSTAND TODAY. SHAPE TOMORROW. 21
CORE PRODUCT
Which products does giffgaff create?
How is giffgaff growing their core ...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Members, Not
Customers
giffgaff are a telco built by the community, for the
commu...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Data Plans to Suit
Everyone
As a result of community idea s...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Recommend, Recruit,
Earn
Revolutionary telco giffgaff enabl...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
giffgaff Have No
Customer Service
The telco doing things di...
UNDERSTAND TODAY. SHAPE TOMORROW. 26
ADDED-VALUE SERVICES
How does giffgaff facilitate and deliver services that enrich an...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Gadget Recycling
Marketplace
giffgaff has it’s very own exc...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Translate Financial
Jargon Plugin
giffgaff offer a Chrome p...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
The Pokemon Go Add-
On
In the midst of the Pokemon Go trend...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Credit Card
Comparison
As part of their platform to educate...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Personal Loans
giffgaff teamed up with RateSetter to offer
...
UNDERSTAND TODAY. SHAPE TOMORROW. 32
SHOPPING EXPERIENCE
How does giffgaff make ordering, topping up and keeping control o...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Switch Monthly With
Freedom
One of the greatest benefits at ...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
My giffgaff App
giffgaff members have complete control over...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
International SIM
Ordering and
Activation
New joiners to th...
UNDERSTAND TODAY. SHAPE TOMORROW. 36
TOUCH-POINTS &
COMMUNICATION
What kind of content does giffgaff create that leads peo...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Voting on the Next Big
Idea
Members of giffgaff can submit ...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Unlock A Phone,
Unlock A Chicken
This campaign was in suppo...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Short Series on the
Challenges of Youth
A three-part series...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Live, Interactive Street
Advert
This live street advertisem...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
Epic Horror-Movie
Adverts
giffgaff have become known for th...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER VALUE CANVAS
From Cutting Contracts
To Cutting Hair
A giffgaff roadshow ...
UNDERSTAND TODAY. SHAPE TOMORROW. 43
GIFFGAFF’S CVP
SUMMARY
CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG...
Customer Value Canvas®
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the
performance or quality...
CONCLUSIONS &
IMPLICATIONS
What can we learn from giffgaff?
UNDERSTAND TODAY. SHAPE TOMORROW. 45
Chapter 3
CONCLUSIONS & I...
ONE
Crowdstorming, the process of gathering big ideas from big
crowds, is transforming how we acquire consumer insights to...
TWO
To fully commit to bringing customer co-creation into product
and customer experience development, the community must
...
THREE
The power of shared values is unwavering, as is living core values
by shaping every communication, development and b...
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that he...
LHBS Put the Title of the Report here
HUB.
UNDERSTAND TODAY. SHAPE TOMORROW.
This case study has been created with the hel...
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 

LHBS Consulting Berlin Gmb...
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giffgaff's Strategy - The Underdog Leading in CX

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giffgaff’s network users are not only at the heart of their business, they are their business. A consistent brand image has brought them out on top in customer satisfaction in the UK, outperforming all competitors including O2, EE and Virgin.

How are they continuing to encourage and harness the power of a loyal and engaged community? How do they continue to deliver mutually beneficial value while staying true to their core values?

This report will introduce giffgaff’s core ideas, and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to exceptional customer experience.

Published in: Marketing

giffgaff's Strategy - The Underdog Leading in CX

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX the latest installment of our: Customer Value Series GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  2. 2. ABOUT. INTRODUCTION UNDERSTAND TODAY. SHAPE TOMORROW. 2 UNDERSTAND TODAY. SHAPE TOMORROW. Discover Define Develop Deliver At LHBS, we believe that brand or business strategies need to be prescriptive not just descriptive. A strategy needs to drive action through meaningful Customer Value Propositions. That’s why we work with our Customer Value Proposition Canvas as a navigation system for bringing strategy to life. We’ve created the Customer Value Series to analyze and share how leading companies bring their Customer Value Propositions to life through their core products, added value services, the customer journey and communication. This issue highlights giffgaff - a UK based telco with a business model of community and exceptional customer experience in its’ sights. We hope you enjoy this deck and are able to be inspired by it in your innovation process. INTRODUCTIONLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRODU CTION. giffgaff’s network users are not only at the heart of their business, they are their business. A consistent brand image has brought them out on top in customer satisfaction in the UK, outperforming all competitors including O2, EE and Virgin. How are they continuing to encourage and harness the power of a loyal and engaged community? How do they continue to deliver mutually beneficial value while staying true to their core values? This report will introduce giffgaff’s core ideas, and explore their Customer Value Proposition using our CVP Canvas to identify the brand initiatives around product innovation, added-value services, shopping experience, and communication that contributed to exceptional customer experience. LHBS THE UNCONVENTIONAL STRATEGY FIRM. We help companies to understand emerging customer needs & expectations and shape business models, brand strategies and customer experiences to unlock future growth. http://www.lhbs.com Kathleen McCaffrey Marketing Strategist at LHBS lhbs.com | kmc@lhbs.com INTRODUCTION 3 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  4. 4. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. CUSTOMER VALUE CANVAS CONCLUSIONS & IMPLICATIONS ABOUT GIFFGAFF CONTENT 4 Chapter 1 Chapter 2 Chapter 3 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  5. 5. UNDERSTAND TODAY. SHAPE TOMORROW. 5 ABOUT GIFFGAFF Chapter 1 Quick facts about the company and its origins LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 6 ABOUT GIFFGAFF What is giffgaff? It’s a mobile virtual network operator (MVNO), meaning they have no high street presence, they’re 100% online No customers, only members who act as customer service representatives, marketers, R&D advisors and even sales people A SIM card provider and network running on O2, and is a subsidiary of Spain’s Telefonica Source: giffgaff LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. 7 The making of giffgaff Founded in 2009 by Nav Thompson, who was a brand strategist at O2 at the time “giffgaff” is an ancient Scottish word meaning “mutual giving” At the start, the community was built together with “Educators,” essentially moderators to manage and educate the community on how to behave Community is not just at the heart of the business, it is the business Source: giffgaff LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  8. 8. UNDERSTAND TODAY. SHAPE TOMORROW. They believe in… 8Source: giffgaff Encouraging all users they are “free to go, free to stay” Community and empowering people Listening to & involving their members Cheaper, simpler and fairer communicating LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  9. 9. UNDERSTAND TODAY. SHAPE TOMORROW. …and they live their values 9Source: giffgaff giffgaff once stopped advertising for several months as they feared they were growing too fast. They’re always putting their current user base first Last year the company handed out over £1 million to proactive members who helped spread the word and referred new users “giffgaff is the most customer-centric business in the world. There are very few things we do that we don’t talk to our customers about.” - Mike Fairman, CEO LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW. 10 Weaving crowd communication into their business model, giffgaff aren’t just constantly brainstorming, they’re leveraging the power of crowdstorming at scale. - “crowdstorming” coined by Bastian Unterberg, Peter Ryder, and Shaun Abrahamson in the book: Crowdstorm: The Future of Innovation, Ideas, and Problem Solving Source: giffgaff LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW. 11Source: European Communications They’re championing customer service among telcos in the UK LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. 12Source: lithium giffgaff are pioneering with a culture of data… "We've been getting our behavioral data in order… We are looking to add more attitudinal data now. We want to understand our members better [and understand] what their needs are." - Helen Mannion, head of business intelligence at giffgaff LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  13. 13. UNDERSTAND TODAY. SHAPE TOMORROW. 13 …and no call-center “It’s pretty clear that the modern consumer wants to be deeply involved in the products and companies that they are loyal to. This is particularly true if they feel they have a voice and can help make them be even more successful." - Helen Mannion, head of business intelligence at giffgaff Source: lithium LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  14. 14. UNDERSTAND TODAY. SHAPE TOMORROW. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. Their support network are their customers. But since reporting that they hit 1m subscribers in 2013, today’s exact number is not known. Staff numbers are also not known, but at this time in 2013 there were approximately 22 full-time members. 14Source: giffgaff LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  15. 15. UNDERSTAND TODAY. SHAPE TOMORROW. 15 How are they benefitting from a community model? “A few years ago, Apple changed the size of its SIM cards. Apple is very secretive in the way it works and we didn’t know that was going to happen. Overnight, our SIM cards didn’t fit in the latest, sexiest device and it was going to take us two or three months to change our supply chain to make them fit.  Within a couple of days, our members discovered you can go online and buy stamps that converted the new-shape SIM cards and they set up a website to buy these new SIMs. We thought it was so good we put links on our homepage to go to it. None of that is possible without working with our members.” - Mike Fairman, CEO at giffgaff or “Gaffer” Source: questia LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW. REPORT TITLE // IMPLICATIONS. UNDERSTAND TODAY. SHAPE TOMORROW. Explore giffgaff’s Customer Value Proposition and see how they deliver value through their core products, added value services, shopping experience and communication. 16 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX ABOUT GIFFGAFF
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW. 17 CUSTOMER VALUE CANVAS Chapter 2 giffgaff’s initiatives LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW. The better a company manages the interrelation between their products, services, experience and communication, the more value it will create for its customers and in turn, generate value from its customers. CUSTOMER VALUE CANVAS 18 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  19. 19. Customer Value Canvas® CORE PRODUCT How might your Customer Value Proposition inspire or impact the performance or quality of your core product? ADDED-VALUE SERVICES How might your Customer Value Proposition inspire or influence additional services to simplify or enhance that create added value around the consumption or usage of your product? COMMUNICATION & TOUCH POINTS How might you create communication that 
 delivers your Customer Value Proposition and 
 not just promises it? SHOPPING EXPERIENCE How might your Customer Value Proposition inspire a smoother, more pleasant customer experience in your omnichannel touch points. CUSTOMER VALUE PROPOSITION A clear, concise and compelling articulation of how the needs that are important to the customer are satisfied by the company / business unit. Designed for: Designed by: Date: Version: This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. How does giffgaff facilitate and deliver services that enrich and simplify the lives of their customers around their core product and service? Which products and services do giffgaff offer? How does giffgaff solve real customer problems with their service design? How is giffgaff growing their core capabilities of being a community-run telco? How does giffgaff make searching for, ordering and interacting with their products & services a uniquely positive experience? What kind of content does giffgaff create that leads people to enjoy consumption and sharing, rather than wanting to escape the advertisements? CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  20. 20. LHBS Put the Title of the Report here HOW TO. UNDERSTAND TODAY. SHAPE TOMORROW. 20 GIFFGAFF’S CUSTOMER VALUE PROPOSITION. Customer Value Proposition CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX Communicating should be cheaper, fairer and simpler, and power should lie with the people.
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. 21 CORE PRODUCT Which products does giffgaff create? How is giffgaff growing their core capabilities of being a crowd-run telco? CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Members, Not Customers giffgaff are a telco built by the community, for the community, and have no customers, only members Explore sign giffgaff uphold strong community values which they demonstrate in a number of ways. One being that they never refer to users of their product as “customers,” but instead as “members.” Community members, or “giffgaffers” as they’re nicknamed, have been involved in idea generation, community support, recommending and recruiting for the telco from the start. As a result, the company have been able to withstand changes in consumer demands, trends and even competitor moves. 22 CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Data Plans to Suit Everyone As a result of community idea suggestion, giffgaff offer a range of “goodybags” to suit every type of consumer Explore sign After the community rallied around the idea of having more personalized data plans, giffgaff now have seven plans ranging from £5 to £20, with a few add-on options. They name their packages “goody bags,” and for those uncertain about how much data and minutes to purchase, they have an online calculator which asks about usage of social, email, apps, video and music to give the best recommendation, and not simply the highest. 23 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Recommend, Recruit, Earn Revolutionary telco giffgaff enable members to earn money through simply recommending the service Explore sign To encourage social chat and encourage subscriptions, giffgaff reward referrals by current members with payback points. There is no limit to how many new members people can bring on board, and only requires the recruiter to order SIMs to their address, hand them out and share a personalized SIM order page to make sure they are rewarded for each subsequent subscription. As more members are recruited, earning potential increases and more support is offered. 24 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS giffgaff Have No Customer Service The telco doing things differently are topping competitors in customer satisfaction despite having no customer service department Explore sign With an undisclosed number of subscribers, giffgaff - the community run mobile network - are ahead of their competitors in the UK when it comes to customer satisfaction scores, even topping O2, Virgin Mobile, 3 and many others. Members answer queries on behalf of the network in forums, and the more involved they are, the more points they can earn which can be converted into cash, credit or charity donations. 25 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW. 26 ADDED-VALUE SERVICES How does giffgaff facilitate and deliver services that enrich and simplify the lives of their members around their core products? CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Gadget Recycling Marketplace giffgaff has it’s very own exclusive-to-members marketplace for selling unwanted handsets Explore sign giffgaff made the move to set up a marketplace exclusively for the network’s members. The pre- owned phones marketplace enables users to recycle their old handset and make some extra cash. The platform ensures all devices sold are unlocked, fully tested and cleansed of data, offers a six month warranty and gives the seller an upfront price that they will receive, as well as the packaging to deliver the handset safely. 27 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Translate Financial Jargon Plugin giffgaff offer a Chrome plugin to translate financial terms or “money jargon” into layman’s terms Explore sign giffgaff money now offers a Google Chrome plugin. When the user activates the plugin and hovers over a term or phrase from the world of finance, a box appears with a translation into layman’s terms. For example, if the user hovers their mouse over the term “APR”, it offers the following translation: “The annual cost of your borrowing. It takes account of interest, fees, & frequency of payments, so enables you to compare different loans.” 28 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS The Pokemon Go Add- On In the midst of the Pokemon Go trend, giffgaff released a useful mapping tool for players Explore sign In order to help out the (many) Pokemon Go players last year, giffgaff released a mapping tool in the UK named find.catch.share. They partnered with the company what3words, a geomapping system to enable players to locate and catch Pokemon, as well as showing them nearby charging stations and food and drink locations. 29 LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANTLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Credit Card Comparison As part of their platform to educate young people on finance, giffgaff compare offers impartial and personalized comparison of various credit cards Explore sign giffgaff compare is a free service allowing anyone to compare credit cards, no matter their credit history. They vow to remain impartial and honest with their recommendations, with simple and clear information about options. An online calculator is used to discover the cards someone would most likely be approved for, and does not impact their current credit rating. 30 LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANTLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Personal Loans giffgaff teamed up with RateSetter to offer flexible loans for young people to avoid borrowing from banks Explore sign With everything clearly articulated and no financial jargon to battle with, giffgaff’s loan service is tailored to the younger generation. They hope to be the better alternative for young people to borrow money quickly and hassle-free, than going to their banks. They teamed up with RateSetter, the UK’s leading peer-to-peer lenders for this venture, and offer users the option to decide on their own repayment plan. 31 LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANTLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW. 32 SHOPPING EXPERIENCE How does giffgaff make ordering, topping up and keeping control over their tariff a uniquely positive experience? CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Switch Monthly With Freedom One of the greatest benefits at giffgaff is the freedom to switch between pricing plans monthly Explore sign giffgaff are known for offering their members freedom. With no contracts, people are free to switch between pricing plans each month, and an online calculator even recommends the best option based on how much time someone spends on various activities. They insist their recommendations are void of up- selling, and are driven instead by the real needs of individual consumers. 33 LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANTLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS My giffgaff App giffgaff members have complete control over their account with the "My giffgaff app," which also has that community feel Explore sign The giffgaff app enables members to access almost all services offered by the provider. They are able to check their account, buy pricing plans and top up, find friends on the network to exchange free calls and texts (a service available for three months after every purchase or top up) and join in with the community on forums and the Idea Exchange platform. 34 LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANTLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS International SIM Ordering and Activation New joiners to the giffgaff network can now order and activate their SIM card even before traveling to the UK Explore sign After members of the giffgaff community suggested international delivery of SIM cards, the network ran with it and now offer this as a service. Shipping SIM cards internationally takes up to 5 working days, and users are able to activate their plans from wherever they are in the world to begin using it as soon as they touch down in the UK. The activation, topping-up and auto-recurring their tariffs can all be done using an international credit card. 35 LHBS // DOMINO’S STRATEGY: FROM PIZZA TO TECH GIANTLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW. 36 TOUCH-POINTS & COMMUNICATION What kind of content does giffgaff create that leads people to enjoy consumption and sharing, rather than wanting to escape the advertisements? CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Voting on the Next Big Idea Members of giffgaff can submit ideas, vote on others and see exactly where their suggestion goes Explore sign giffgaff is known for having an incredibly involved community of members, not customers helping to run the show. Their voting system ensures all ideas are considered and people can see their suggestion move through this consideration process. The Idea Exchange is accessible only to members, and offers continuous overview of the number of ideas submitted, implemented and in progress. Every idea takes no longer than thirty days to move through the process. 37 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Unlock A Phone, Unlock A Chicken This campaign was in support of giffgaff’s “freedom” value, supporting the worthy cause of freeing battery hens Explore sign giffgaff teamed up with the UK ventriloquist duo Orville and Keith to free more people from contracts and let them know that unlocking a phone is not illegal, and to also re-home battery chickens. When a person unlocks their phone and joins giffgaff via the Chicken campaign, the network ensures a battery hen is re-homed. The campaign was communicated in the form of a video of a rap by the ventriloquist act, named The CONtract feat. K- Orville. 38 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  39. 39. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Short Series on the Challenges of Youth A three-part series was released by the giffgaff network covering important issues affecting young people today Explore sign The three-part series co-created by giffgaff and VICE aimed to highlight the biggest issues facing young people today. Named “Perspectives,” the documentaries explored the housing crisis, mental health and the economy. It followed individuals who’s lives had been affected by these challenges. Abi Pearl, Head of Advertising at giffgaff said the series was a result of “honing in on our desire to take a fresh, different look at things, and look for other solutions outside of the norm.” 39 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Live, Interactive Street Advert This live street advertisement by the giffgaff network involved multiple actors and stunt- people, and encapsulated “freedom” Explore sign Continuing giffgaff’s quest to spread the message of freedom, they set up an advert to be acted out live on the streets of London. Beginning with a billboard which passers-by could interact with, it would select people at random, and based on how they had responded initially they would find themselves in a dramatic sequence of events which included various actors including abseilers, gangsters, getaway-drivers and even Roman Centurions. 40 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS Epic Horror-Movie Adverts giffgaff have become known for their Halloween movie-style shorts, encouraging people to “end the nightmare” of being trapped in contracts Explore sign After observing the celebration of Halloween increasing year on year in the UK, giffgaff teamed up with award winning director Ninian Doff at Pulse films. Combined with their well-known sense of humor, the result were hilariously over-the-top reactions to something as simple as a long-term contract, with the feel and look of a high quality horror movie. The movie-style ads are shared across their social media channels and in Nomad and Pearl and Dean Cinemas. 41 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER VALUE CANVAS From Cutting Contracts To Cutting Hair A giffgaff roadshow demonstrated their contract- cutting with a metaphor, whilst targeting their ideal audience Explore sign giffgaff took to the road with three young hairdressers from the Total Barber Academy to offer free haircuts to young people, particularly targeting University students all over the UK. Named the #MopChop roadshow, the campaign was inspired by the concept that giffgaff are a “contract- cutting” provider. They were able to combine a fitting metaphor for one of their biggest benefits, as well as offering additional - albite unusual - value, especially for students. 42 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW. 43 GIFFGAFF’S CVP SUMMARY CUSTOMER VALUE CANVASLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  44. 44. Customer Value Canvas® CORE PRODUCT How might your Customer Value Proposition inspire or impact the performance or quality of your core product? ADDED-VALUE SERVICES How might your Customer Value Proposition inspire or influence additional services to simplify or enhance that create added value around the consumption or usage of your product? COMMUNICATION & TOUCH POINTS How might you create communication that 
 delivers your Customer Value Proposition and 
 not just promises it? SHOPPING EXPERIENCE How might your Customer Value Proposition inspire a smoother, more pleasant customer experience in your omnichannel touch points. CUSTOMER VALUE PROPOSITION Communicating should be cheaper, fairer and simpler, and power should lie with the people. Designed for: Designed by: Date: Version: This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. CUSTOMER VALUE CANVAS SIM cards and mobile tariffs Gadget Recycling Marketplace The Pokemon Go Add-On Translate Financial Jargon Plugin Credit Card Comparison Personal Loans Switch Monthly With Freedom My Giffgaff App International SIM Ordering and Activation Voting on the Next Big Idea Unlock a Phone, Unlock a Chicken Short Series on the Challenges of Youth Live, Interactive Street Advert Epic Horror-Movie Adverts From Cutting Contracts, to Cutting Hair LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  45. 45. CONCLUSIONS & IMPLICATIONS What can we learn from giffgaff? UNDERSTAND TODAY. SHAPE TOMORROW. 45 Chapter 3 CONCLUSIONS & IMPLICATIONSLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  46. 46. ONE Crowdstorming, the process of gathering big ideas from big crowds, is transforming how we acquire consumer insights to inform decisions and the speed at which we can identify and answer customer needs. UNDERSTAND TODAY. SHAPE TOMORROW. 46 CONCLUSIONS & IMPLICATIONS The business world is becoming less about the big beating the small, and more about the fast beating the slow. While Artificial Intelligence is gaining momentum in collecting deeper customer insights to fuel product creation and brand development, nothing beats talking directly to the customer. Crowdstorming leverages the efficiency of the internet, taps external talent and does so at a much lower cost than traditional methods. LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  47. 47. TWO To fully commit to bringing customer co-creation into product and customer experience development, the community must be anchored to the core enterprise system. UNDERSTAND TODAY. SHAPE TOMORROW. 47 Encouraging consistent and meaningful engagement and feedback from customers is simply not possible if the same is not given out. Mutuality is crucial. This means committing to delivering quick feedback, active implementation and monitoring of changing consumer demands and desires to inform business decisions. These decisions should continue to deliver value to customers and sustain brand loyalty as a result of feeling they continue to share the same core values. The activity and participation of members should also help them feel that they share in the success of a business. CONCLUSIONS & IMPLICATIONSLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  48. 48. THREE The power of shared values is unwavering, as is living core values by shaping every communication, development and business decision around them. UNDERSTAND TODAY. SHAPE TOMORROW. 48 64% of consumers cited shared values as the main reason they have a relationship with a brand. There’s a trend in shifting away from bold statements about simply being better than the competition, to proving this through bold statements about differentiating benefits and visible passion of core values. giffgaff are evidence that fully committing to core values and to creating the ideal business their customers envision is a path to success. CONCLUSIONS & IMPLICATIONSLHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  49. 49. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 49 We work with legacy organizations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. http://www.lhbs.com LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  50. 50. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. This case study has been created with the help of signmesh. signmesh innovation hub is a tailored dashboard of curated insights and business cases to keep your company ahead of the learning curve and inspire ongoing innovation. signmesh.com SIGNMESH 50 REQUEST A DEMO. LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX
  51. 51. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 51 LHBS // GIFFGAFF’S STRATEGY: THE UNDERDOG LEADING IN CX

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