KPN, or Koninklijke KPN N.V., is a leading telecommunications and ICT service provider based in the Netherlands. Founded in 1989, KPN offers a range of services, including mobile and fixed-line telephony, broadband internet, and digital television. With a customer base of over 6 million mobile users and 3 million fixed-line customers, KPN serves millions of residential and business clients. The company reported revenues of approximately €5 billion, reflecting its position as a major player in the European telecommunications market. KPN is committed to sustainability and digital transformation, continually enhancing its network and services.
we aim to grow together
Symson gave us the clarity and insights to align our teams and make smarter decisions—transforming how we approach customer value and profitability.
KPN faced significant challenges in creating a cohesive strategy that aligned the goals of their marketing and finance teams. These challenges revolved around optimizing Customer Lifetime Value (CLV), integrating team objectives, and making data-driven decisions to enhance profitability and customer loyalty.
- Siloed Team Objectives:
We aimed to boost customer engagement through our marketing efforts, while our finance team focused on controlling costs. This disconnect prevented us from creating a unified strategy that could balance both customer satisfaction and financial performance.
- Disjointed Departmental Focus:
Each department measured success differently, leading to inefficiencies and fragmented decision-making. This lack of cohesion hindered our ability to effectively optimize customer value.
- Maximizing Customer Lifetime Value (CLV):
While we recognized that CLV was essential for long-term profitability, we lacked a structured framework to harness it. Without clear insights into the actions that could improve CLV, our strategies were often ineffective and unfocused.
- Marketing Strategy Alignment with CLV:
We needed a data-driven approach to better understand which marketing strategies would enhance CLV and contribute to long-term customer profitability. Linking marketing activities directly to profitability became a critical goal.
- Optimizing Marketing Investments:
Identifying which marketing channels provided the highest return on investment was a challenge for us. Determining the best allocation of resources was vital to align with our financial goals and maximize customer value.
- Understanding Channel Performance:
With numerous marketing channels in play, it was crucial for us to evaluate which ones were delivering the best results for both customer engagement and profitability. We required a data-centric system to assess and optimize our channel performance.
KPN required a robust, data-centric solution to address these challenges and integrate marketing and financial goals.
KPN faced challenges in aligning marketing and finance, with each team focused on different goals, leading to inefficiencies and missed opportunities. We also lacked a structured framework to optimize Customer Lifetime Value (CLV) and needed data-driven insights to guide our marketing investments and channel performance.
Symson, with its advanced AI and analytics capabilities, was the ideal partner to help us overcome these challenges. As a spin-off from Erasmus University Rotterdam, and led by Professor Dr. Janszen, Symson provided the expertise needed to align our strategies and drive long-term growth.
SYMSON was able to help KPN with key pricing process improvements such as:
- CLV Decision Model Implementation
Symson developed a data-driven model that empowered KPN to understand the key drivers of Customer Lifetime Value (CLV), enabling both marketing and finance to optimize strategies for long-term profitability.
- Enhanced Resource Allocation
The model allowed KPN to allocate marketing resources more effectively by identifying which channels and customer segments delivered the highest return on investment.
- Cross-Departmental Collaboration
By aligning marketing and finance around a shared understanding of CLV, Symson’s solution fostered seamless collaboration, improving decision-making and resource distribution.
- Data-Driven Strategic Planning
KPN shifted from short-term metrics to long-term strategic planning, using real-time insights to guide their marketing efforts toward initiatives that drive sustainable growth.
- Optimization and Growth
Symson’s framework enabled KPN to continuously refine and adapt their marketing strategies, ensuring higher customer retention and ongoing profitability.
Do you want a free demo to try how SYMSON can help your business with margin improvement or pricing management? Do you want to learn more? Schedule a call with a consultant and book a 20 minute brainstorm session!
