Opportunity

In a commoditised market with strong local competition, the client needed to sustain revenue growth while protecting margins and customer loyalty.

Challenges

Growth had slowed and commercial KPIs were moving in the wrong direction. Key challenges included:

• Discounting had become harder to control, driving margin pressure and wide price dispersion.
• Sales teams struggled to articulate differentiation, reducing confidence to hold prices.
• Limited visibility of customer preferences and buying behaviour made churn harder to anticipate – especially following price or package changes.
• Limited management oversight of day-to-day price execution and discounting reduced consistency across markets.

Outcomes

PHG worked with a cross-functional team across marketing, sales and customer service to design and embed a more disciplined, data-led pricing operating model across four countries.

One insight stood out early: data quality was a hidden constraint. By investing early in a sustainable data and analytics foundation – supported by clear governance and monitoring, the business improved discount discipline, increased consistency in execution, and put in place proactive churn-risk interventions.

Results (first 12 months)

• +2.8% revenue uplift from improved discount consistency (quick win)
• €3.2m margin protection through reduced churn (c. 9% of revenue)
• ~30x ROI on quick wins alone
• 5–10% additional top-line opportunity identified over a 24-month roadmap

What Changed

• Data & analytics foundation: Data cleaning and consolidation to enable reliable pricing insight; automated feeds and pricing.
• Executive pricing governance: Clear decision rights and a governance cadence for discounting and price execution, improving consistency and cross-functional alignment.
• Churn-risk monitoring: Customer-level churn-risk monitoring with alerts to customer service and sales so teams can intervene early and prevent avoidable churn.
• Process harmonisation: Harmonised pricing processes across four country organisations while accounting for local market realities.

Capabilities Demonstrated

• Commercial and pricing capability assessment
• Pricing analytics (price waterfall, discount discipline, churn insights)
• Executive pricing governance and steering committee enablement
• Churn-risk monitoring and proactive retention playbooks
• Cross-functional delivery and capability transfer

Key Learning

Data quality is often the hidden constraint. Building a sustainable data infrastructure early (including automated feeds) accelerates adoption and value delivery – and even limited benchmarking can materially improve stakeholder buy-in during implementation.