Data-driven customer insight for rebrand decisions
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Telecom
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Customer Insights
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Market Strategy
It's All Started When...
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Vocus was rebranding iPrimus amid rising competition and NBN migration. With a diverse customer base across broadband, mobile, and TV, the consumer team sought a clearer, evidence-backed understanding of customer needs and experience drivers.
Lucy's Role
Owned customer sentiment analysis using 200+ reviews and forum threads to map service, network, price, and reliability drivers
Produced a market sizing and segmentation model to frame growth opportunities。
Synthesised qualitative and quantitative findings into a single narrative for product and commercial stakeholders
Acted as primary client liaison, aligning scope and expectations under a fixed three-week delivery window
Results
250 tagged feedback items → Identified customer service as top dissatisfaction driver → Redirected focus beyond pricing assumptions