Does Tesco Mobile Treat Customers Like Royalty?

We take a look at Tesco Mobile’s CRM marketing approach. Check how they score against other telecom brands we’ve graded so far!

Adebisi Adewusi

June 1, 2022

Tesco Mobile is a mobile network operated by British retailer Tesco.

Let’s see how well the company treats its customers.

Transparency 8/10

Sharing information about internal operations is an indication to customers that a brand values openness and has nothing to hide. Let’s see how Tesco Mobile does for this commandment.

We saw an announcement on Tesco Mobile’s social media page about the brand winning the Which? Utilities Brand of the Year award.

Scrolling to the bottom of the company’s homepage, we saw a link to the brand’s Modern Slavery Act. The act summarizes Tesco Mobile’s approach to prohibiting forced labor or slavery throughout its supply chain. We didn’t see any information about the faces behind the brand or recent company operations.

Transparency is key to building a lasting relationship with customers. We take off some points for not seeing more information about Tesco Mobile’s internal operations.

Perks and Incentives 10/10

Tesco Mobile gives freebies and discounts that are certain to give customers value for their money. Here’s what we got from the company’s website as first-time visitors.

Mobile phone pay monthly deals

Mobile pay as you go offers

Sim only deals

A £100 bonus for customers who join Tesco Mobile for business and have a contract for a device.
£20 off when customers recommend a friend.

And lots more! While Tesco Mobile offers customers value for money, we think some of the perks could have been communicated earlier in the customer journey. For instance, we had to search the website before finding the “recommend a friend” offer.

Be Relevant 10/10

Providing customers with relevant services and products helps companies to build a strong relationship with customers. Let’s have a look at how Tesco Mobile does here.

Tesco Mobile offers customers fixed prices during their contract. This means no price hikes.
With Tesco Mobile, customers collect Clubcard points to spend on their phone or monthly bill.
Next day phone delivery from Monday to Saturday.
Tesco Mobile for Business: A range of phone contracts designed for businesses.

Tesco Mobile offers to help customers recycle their old phones when they get a new one.

Tesco Mobile does a great job of providing customers with relevant products and services.

Be Helpful 10/10

Customers demand brands to contribute to making real and sustained change in the communities they operate in. Let’s see how Tesco Mobile gives back.

Tesco Mobile Reconnects helps vulnerable and disadvantaged people reconnect with society.

Tesco Mobile partners with Crisis UK to end homelessness, focusing on digital connection. The telecoms brand has donated £700,000 worth of phones, devices, and connectivity to Crisis members.

Tesco Mobile’s Little Helps scheme helps to get phones and data to people who need them. Tesco Mobile has donated more than 10,550 data-loaded devices and 10,685 SIMs to over 500 charities and community initiatives across a broad range of areas including homelessness, domestic abuse, and autism.

We score Tesco Mobile 10/10 for its philanthropic efforts.

Realtime personalization 5/10

At PostFunnel, we’re all about realtime personalization. So, we’re eager to see how Tesco Mobile does here. To test Tesco Mobile’s personalization capabilities we placed an Apple iphone 13 pro in our basket.

Sadly, we didn’t notice any realtime personalization. Tesco Mobile didn’t personalize the images, messaging, and content on the home page and site to give us a customized shopping experience. For upselling and cross-selling, we were recommended other phones on the product page and offered mobile phone insurance at check out.

Tesco Mobile could have delivered a better shopping experience by offering us real time personalization. For instance, switching our homepage to show us a range of Apple Iphones could have personalized our shopping experience. After leaving the website, we weren’t tailed with ads on social media or other parts of the internet.

Master UX 10/10

Tesco Mobile’s website was easy to navigate. The homepage user interface experience is properly categorized and the main navigation drop-down menu is user-friendly.

The product page was functional with descriptions, and customer reviews. Customers could ask phone owners questions about their purchase and there was a phone comparison tool. These website features help customers select the right product.

Tesco Mobile’s FAQ page is well executed. The FAQ page covers a broad range of issues and is easy to locate. Overall, Tesco Mobile’s UX experience website was pleasant. Nothing to complain about.

Leverage Social Media 4/10

Tesco Mobile has a presence on social media with over 127K followers on Facebook, and nearly 90K followers on Twitter.

Tesco Mobile posts on Facebook. The brands’ content is mostly promotional.

Tesco Mobile posts regularly on Twitter but the content is the same as what we found on Facebook. 🙁

In all, we think Tesco Mobile could use some creativity to drive engagement. Cross-posting is a huge ‘NO’ in social media marketing. Each social media platform has a different audience. We advise Tesco Mobile to adopt a different social media strategy for each platform to drive more engagement.

Time for the results…

Tesco Mobile is getting 57/70 (81%) on our scoreboard. Although the brand treats its customers well, the treatment could be better. 🙂 The telecom brand falls short on realtime personalization and leveraging social media to build a relationship with its customers.

Tesco Mobile can increase its CRM score, by using realtime on-site personalization to deliver tailor-made customer experiences. One way to do this is by capturing customer data and using it to optimize its site and content. Find out more about website realtime personalization here.

Fingers crossed, Tesco Mobile implements our CRM improvement tips and gives customers the 1:1 shopping experience they deserve.