“freenet’s customer management is second to none.”

The repositioning of freenet now allows us to focus on effectively managing our customer base and creating customer lifetime value. We want to put together a range of products and services tailored to the needs of every customer wherever they choose to shop with us – be that online, in our shops, with our retail partners or via our call centre. To do that, we need customer-specific insights. Our customers provide us with the relevant information themselves – from the tariffs, services and products they have used so far to indications about their purchasing power, but also by providing feedback on relevant portals, which we process systematically. All of this information flows into our personalised one-to-one marketing, where it has several different effects. We use smart pricing to extend the life cycle of each individual customer while at the same time optimising both their satisfaction and our gross profit.

We have also set up roughly half a dozen digital shops over the last few months and quarters. These new sales channels are the result of intensive monitoring of the competitive landscape as well as our knowledge of specific customer groups and their preferences for specific types of service, product brands and providers, for example. This initiative particularly benefits our new customer acquisition efforts.

The repositioning of our organisation along the entire value chain, our data-driven business and efficient customer base management all give us excellent competitive positioning. What’s more, these measures are paying dividends for our customers in the form of attractive, tailor-made terms, and for freenet in the form of consistent growth. We are reporting rising new customer figures and a growing number of transactions in our existing business as well as increasing revenue from products such as accessories and devices.