Quantifying Value for a
$100B Telecom Firm
How a global giant valued the business benefits of over $100M in annual sustainability investments using Customer Science™.
The Challenge: Fact vs. Feeling
A large telecommunications firm was investing over $100M per year in sustainability and community involvement. However, they were unable to quantify the business value they received from those investments, which was critical for key internal constituencies.
They needed to move beyond the emotional belief that “customers care” to having hard data that they do. And they needed to measure the benefits in a way that skeptics would consider credible, rigorous, and actionable.
The Solution: Customer Science™
Valutus designed a multi-stage experimental framework to isolate impact. We combined four distinct methodologies to determine the final value.
Customer Sample
Included 4,000 customers in specific “before and after” tests to measure whether awareness of programs directly increased preference.
Rigorous In-Store Pilots
Ran experimental versus control group stores. We examined 40+ variables to ensure the control group matched the experimental one.
Retrospective Analysis
Analyzed historical data across diverse regions to identify the effect between sustainability awareness and NPS fluctuations over time.
“Tier 1” City Experiment
A major intervention in a world-famous city showing sustainability directly caused NPS changes. While 5 control cities remained within bounds, the test city's NPS surged significantly.
The Results: Unique Added Value
The analysis revealed a critical insight: Investing in the core product is “Table Stakes.” While necessary, product advantages are easily competed away. Sustainability provided unique added value that competitors could not easily replicate.
Value Creation Comparison
Combining all four measurement streams proved the initiatives were twice as valuable as the company previously expected.
The Bottom Line
Proof that values are a direct path to improve the company’s #1 metric, NPS.
And that they offered a competitive advantage that cannot be easily copied.