Ep 22 - Steve James on leading ecommerce and marketing at GiffGaff, Virgin Mobile and Property Finder, and how to use behavioural marketing

In this conversation, Sam Marchant interviews Steve, a prominent figure in e-commerce and marketing, discussing his journey from EE to GiffGaff. Steve shares insights on online transformation, customer acquisition strategies, and the importance of behavioral marketing. He emphasizes the significance of creating a strong customer relationship and the innovative approaches taken at GiffGaff to enhance customer experience and satisfaction.

Keywords

e-commerce, marketing, customer acquisition, behavioral marketing, online transformation, GiffGaff, EE, customer experience, conversion rate optimization, cycling, Gift Card Portfolio, Virgin Mobile, PropTech, Customer Engagement, Behavioral Marketing, Data Utilization, Market Strategies, Customer Satisfaction, Mobile Industry, UAE Market

Takeaways

• Steve's cycling background adds a personal touch to the conversation.
• EE was a giant in the UK telco market, and Steve played a key role in its online transformation.
• The online channel at EE grew from 4-5% to 35% during Steve's tenure.
• GiffGaff offered a more innovative and agile environment compared to EE.
• Customer acquisition at GiffGaff relied heavily on PPC, display, and affiliate models.
• A/B testing and conversion rate optimization were central to GiffGaff's strategy.
• GiffGaff's focus on member satisfaction created a unique brand loyalty.
• Behavioral marketing combines psychology with commercial decision-making.
• Testing different strategies led to significant improvements in customer conversion rates.
• Building long-term relationships with customers is crucial for business success. Customer satisfaction should be prioritized over cost-saving measures.
• Testing customer behavior can lead to unexpected positive outcomes.
• Engaging customers through personalized communication enhances retention.
• Understanding market dynamics is crucial when entering new territories.
• Innovative service delivery can significantly improve customer experience.
• Behavioral insights can inform better marketing strategies.
• Creating a competitive environment among agents can boost performance.
• Utilizing data effectively can enhance customer engagement.
• Subconscious influences play a significant role in consumer behavior.
• Companies must explore deeper insights into customer needs. 

Sound Bites

"He's one of the strongest cyclists here in the UAE."

"I was one of the first employees actually within EE."

"We launched 4G at the time as well."

"We were running tests basically all the time."

"We started this storm of positive feedback."

"We were launching the telco on an app only."

"We had a beautiful moment in time at Virgin."

"We treated our agencies as consumers essentially."

"The subconscious was running the show."

Chapters

00:00 Introduction to Steve and His Cycling Background

01:01 Steve's Journey at EE: Online Transformation

04:32 Transition to GiffGaff: A New Challenge

06:17 Customer Acquisition Strategies at GiffGaff

09:11 Creating Customer Love at GiffGaff

11:41 Scaling Customer Relationships

12:55 The Importance of Behavioral Marketing

15:21 Testing and Insights: The SIM Pack Experiment

21:03 Ongoing Customer Relationships and Behavioral Marketing

23:07 Understanding Gift Card Portfolio Dynamics

29:11 Transitioning to Virgin Mobile in the UAE

35:40 Innovating in PropTech with Property Finder

41:12 Behavioral Insights and Customer Engagement Strategies

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