ABOUT THE COMPANY
Vodafone made the UK's first mobile call at a few minutes past midnight on 1 January 1985. Within fifteen years, the network was the largest company in Europe and the largest of its kind anywhere in the world. By the turn of the century, almost every second UK citizen had a mobile – and a third of them Vodafonere connected to Vodafone. The Vodafone story is one of investment, innovation and award-winning customer service. Above all, it’s one of growth and the ability to deliver the tremendous benefits of mobile communications, not just in the UK but worldwide. Vodafone’ve come a long way since the early 80s. Click on the tabs for decade-by-decade highlights of our pioneering achievements Company History 1982 The Racal Electronics Group wins its bid for the private sector UK Cellular licence. It sets up the Racal Telecomms Division and names the new network ‘Vodafone’ to reflect the provision of voice and data services over mobile phones. Based in Newbury, the company has less than 50 employees, all in one building 1985
The Vodafone analogue network is the first cellular network to launch in the UK, and the first call is made from St Katherine’s Dock in London to Newbury on 1 January 198 1987
Vodafone is recognized as the largest mobile network in the world • Vo-data is created as the ‘voice and data’ business to develop and market Vodafone Recall, the voicemail service • Vodapage is launched, providing a paging network that covers 80% of the UK populatio
1988 Racal Telecomms Plc floats on the London and New York Stock Exchanges 1989
Paknet is formed as a joint venture betVodafoneen Racal Telecom and Cable & Wireless 1991
Racal and Vodafone demerge and the Vodafone Group is listed as an independent company on the London and New York Stock Exchanges • Vodafone and Telecom Finland make the world’s first international roaming call • Vodafone launches its digital (GSM) mobile phone service – the first in the UK
1992 Vodafone and Telecom Finland sign the world's first international GSM roaming agreement 1993
Vodafone Group International is formed to acquire licences and supervise overseas interests • Vodafone opens its first High Street store 1994
Vo-data is the first network operator in the UK to launch data. as Vodafonell as options to buy ‘bundled’ minutes and make off-peak local calls to landlines 1997
Chris Gent succeeds Sir Gerald Whent as Chief Executive Officer of Vodafone Group Plc
1999 Vodafone AirTouch Plc is created as a result of a successful merger betVodafoneen Vodafone Group Plc and AirTouch Communications Inc • On 5 January Vodafone connects the five millionth customer in the UK
. fax and SMS services over the digital network • Vodafone joins the Global star consortium to develop and launch a Low Earth Orbiting Satellite mobile phone service 1996
Vodafone is the first network operator in the UK to launch a Pre-Pay analogue package • Per second billing on the digital network is introduced.
T-Mobile and Vodafone form a new association to drive interoperable mobile payments 2004
Content Control launched providing a bar to 18-rated material for younger customers
. offering customers access to Internet-style information • Vodafone UK and Microsoft announce a joint project to bring Microsoft Outlook functionality to wireless mobile devices
2001 First 3G voice call made over Vodafone’s initial 3G network of 30 radio base stations in the Thames Valley • Vodafone introduces instant messaging to its network • Vodafone becomes to the first network to offer pre-pay customer the ability to roam • GPRS launched nationwide providing an “always on” connectivity • Find and Seek with Vizzavi UK allows customers to obtain locationspecific information through WAP 2002
Vodafone trials a global mobile payment system in the UK.The acquisition of Mannesmann AG almost doubles the size of the Vodafone Group making it the largest mobile telecommunications company in the word • Vodafone Mobile Connect USB Modem launched • Vizzavi – a 50/50 joint venture betVodafoneen Vodafone AirTouch and VivendiNet to deliver a multi-access branded Internet portal for Europe • Vodafone acquires the largest available 3G licence in the UK • WAP gateway opened. Telefonica Moviles. Italy and Germany • Vodafone launches the first European GPRS roaming service • The Vodafone Group Foundation is launched • Vodafone launches Vodafone live! and Mobile Office • Arun Sarin succeeds Sir Christopher Gent as Chief Executive of Vodafone Group Plc 2003
Vodafone UK launches Speaking Phone for blind and visually impaired customers • Vodafone live! attracts one million customers in its first six months • Orange.
The device is built exclusively for Vodafone 2009
A major expansion programme brings the number of Vodafone retail stores to 400 • The Vodafone Foundation launches the UK World of Difference programme giving 500 people the chance to get paid to work for charity • Vodafone signs an exclusive agreement with Twitter allowing customers to send updates and receive SMS notifications • Vodafone Sure Signal launched – a unique device to improve the mobile phone signal inside customers’ homes 2010
. a new voice roaming price plan • Vodafone wins Mobile Retailer’s National Retailer of the Year awar 2006
Vodafone Mobile Connect 3G broadband (HSDPA) data card launched offering improved data speeds on laptops • The number of Vodafone live! Customers with 3G reaches 10 million 2007
Vodafone announces the launch of the Vodafone UK Secure Remote Access providing data security for remote and flexible workers • Plans to build a state-of-the-art 850 seat customer services centre in Stoke on Trent are announced 2008
Vodafone UK is the first European network operator to offer Dell’s Inspiron Mini 9 ultra-mobile device with built-in broadband connectivity • The first ever touch-screen BlackBerry smartphone – The BlackBerry Storm 9500 – is announced.Vodafone launches its first 3G service in Europe with Vodafone Mobile Connect 3G/GPRS data card for corporate customers allowing access to office applications at ten times the speed of GPRS • Vodafone live! with 3G is launched in 13 markets providing access to a range of services including video calling and video streaming 2005
Stop the Clock launched for pre-pay and contract customers allowing an hour’s talk in the evenings and Vodafoneekend for the price of three minutes • Vodafone Simply is launched giving customers new. easy-to-use voice and text services • Vodafone introduces Passport.
16 million customers**. Africa. Vodafone is the world's leading international mobile communications group with approximately 347 million proportionate customers as on 30 June 2010. The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel. Europe and the Americas. FitMama. Vodafone currently has equity interests in 31 countries across five continents and around 40 partner networks worldwide.000 people across offices in Asia. sign up to the business solution that merges mobile and landline numbers • Vodafone VIP launched. and Projects. Shipping Ports & Logistics.vodafone. Essar employs more than 50. The company now has operations across the country with over 121. For more information.Vodafone UK wins Best Network in the Mobile News and Mobile awards • Vodafone UK ranges the Apple iPhone • Vodafone One Net reaches one million customers when pregnancy exercise specialists. Energy. Communications. please visit www. Power. The new reward scheme provides access for customers to a range of high-profile national events
VODAFONE INDIA Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai.com.
This organization provides complete mobility solutions to its customers.strategy or model]
Tools used for reach in strategy are:• • • Call centers Written communication such as E-Mails. turnover for availing the services of Vodafone.ENTERPRISE TEAM Is a Vertical [org with in an org]. Vodafone Enterprise Team Strategy to handle customers:
1. The clientele should have 250cr. Customers reaching to the co[Reach IN. Fax Retail Outlets
. They thus provide various customized solutions to their customers over the time. culled out to cater to corporate segment.
Company reaching out to the customers [Reach Out – Strategy or
model] Tools used for reaching out to the customers are: • • • Relationship managers Self service tools location/SMS] and On site services.
• Cross and Up-Sell: Vodafone [Enterprise Team] has successfully
managed to increase their product portfolio hence they have also managed to up-down sell or cross sell their diverse product portfolio to their existing corporate clients. Service Delivery contributes to the majority of customer relations for the enterprise team. Enterprise Service Delivery: This department contributes to the sales revenue by guiding the sales personnel in their different KPA’s. Enterprise Solution Team Solution Team performs all the technical functions and process which help in customer delight.
3.2. KPMG (Klynveld Peat Marwick Goerdeler). now they have also cross sell their portfolio of Vodafone handsets to the same in recent years. The rest of the 3 departments are supportive departments to the sales team. They assist the sales team and thus for any
. 2. For e. [Vodafone website/kiosk at company
Departments in Enterprise Team 1. gets Data Access [broadband links] from Vodafone for many years.g. Enterprise Sales Team : Enterprise Sales team’s basic task at work is to do sales and generating revenue in tandem.
update my calendar and much more – and all in sync with my mail server Vodafone Mail : Vodafone mail gives you a quick & safe access to Microsoft Exchange & Lotus notes from your desktop straight to your Vodafone mobile phone You can even get your personal POP3/IMAP4 mail account on the same mobile phone using single software Microsoft Push Mail: Windows Mobile Email from Vodafone enables customers to enjoy a Direct Push e-mail service on the move in a format that anyone familiar with Microsoft Office will recognize. and Microsoft Office Excel® Mobile and Word Mobile attachments can be viewed.
Enterprise Teams offerings 1.problem faced by the customer they help with the on site help. [At the door step service]
4. E-mails and tasks are synchronized directly from Outlook®. collection team helps the sales team with the customer/clients billing related queries. view attachments. Having a common e-mail experience across the PC and Vodafone Windows Mobilepowered device makes service adoption simple and accelerates delivery of the benefits that mobile e-mail brings to business customers. helping them to their delight and offers them packages regarding product portfolio’s mentioned under the EPOS system.
. I can send and receive emails. Mail on the move BlackBerry: BlackBerry Connect lets me access the functionality of a BlackBerry from a wide range of supported handsets. edited and returned. Collection team With the help of BSCS.
And the best part is. simple and secure. Edge Data Cards: Laptop becomes a mobile office. With a 3G phone and access to the Vodafone 3G network you can make video calls. high speed mobile broadband. internet access with the ability to view video footage on your mobile handset. downloadable video of entertainment. I just plug it into my laptop and get connected to the Internet and my company server. It is based on
an International Telecommunication Union (ITU) initiative for a single global wireless standard called International Mobile Telecommunications-2000 (IMT-2000). Mobile Applications Apps on GPRS/SMS/CSD Wireless Monitoring/Tracking
. It enhances the service experience such as multimedia. Data Access Vodafone Mobile Connect: Mobile Connect gives me the freedom to surf the Internet whenever and wherever I want. current affairs and sport content and video messaging USB Stick: The Vodafone Mobile Connect 3G USB Stick let me work from anywhere with real-time access to information. receive emails and download music tracks. with real-time access to information. news. I just plug my Vodafone mobile phone into my PC or laptop and start browsing – without the need for an ISP subscription or modem! And with an HTML browser on my handset.2. it works 3 times faster than GPRS
3 G Cards: 3G stands for third generation wireless. 3. Quick. like person to person video. watch live TV. access the high speed internet. I can get online directly through my mobile phone with great connection speeds. as well as the usual voice call and messaging services found on a mobile phone. and no installation hassles. And all at speeds that are faster than my traditional dial-up connection! That’s not all – the Vodafone Mobile Connect 3G USB Stick also gives you 3G Broadband speeds while roaming abroad. live streaming. the EDGE data card gives me instant access to the Internet and my company server.
Voice Solutions Digital Gateways Analog FCTs Mobility Voice Vodafone’s CRM Vision and Mission Vision: To enrich our customer's lives through the unique power of mobile communication Mission: “Passion” Passion for Customers Our customers have chosen to trust us. more fulfilled and more connected.
. > We all play our part in delivering results. believe in empowerment and personal accountability. > We will strive to delight our customers.
Passion for Results > We are action-oriented and driven by a desire to be the best. > We are committed to be the best in all we do. In return. reward and retain outstanding individuals. > > > > We We We We seek to attract. we must strive to anticipate and understand their needs and delight them with our service. anticipating their needs and delivering Passion for our People Outstanding people working together make Vodafone exceptionally successful. > We value our customers above everything else and aspire to make their lives richer. Enterprise SMS 4. > We must always listen and respond to each of our customers. believe in the power of our teams. enjoy what we do. develop.
more informed real-time lead and opportunity management.
Passion for the World around Us > We will help people of the world to have fuller lives – both through the services we provide and through the impact we have on the world around us. Customer Relationship Management (CRM) is all about understanding people: what makes them talk to you. > We will be a force for good in the world. organizations need to collect. shorter sales cycle. A spirit of partnership and mutual respect is critical in all our activities. what makes them buy from you. Benefits • Intuitive user interface that works the way your people do • Flexibility to support your unique business processes Marketing – obtain a clearer view of customers. automate campaign management and increase campaign success Sales – Sales force automation. make more informed investments. and what makes them come back to buy from you again and again. close more business Datasheet Vodafone Business Sons Flexible solutions that work the way you do for guaranteed success Service – call centre and field service management. what products and services they are most likely to be interested in. flexibility and efficiency in all we do. > We recognize the responsibilities that accompany the growth we have achieved. job scheduling. To satisfy customers and achieve commercial success. organize and share all the information they have about their customers throughout their business in a consistent. service reporting and analysis
. efficient way. Customers are more demanding than ever before.> We seek speed. Increased choice and access to more information on alternatives make it harder than ever before to win new customers and retain existing clients in the face of stiff competition.
CRM thus handles queries from the customer. Vodafone uses Oracle Siebel CRM and Microsoft® Dynamics™ CRM to offer the right solution to meet the needs of every client.Oracle CRM Microsoft® Dynamics™ CRM. requests which are been generated by the customers.Mobile access – instant access to customer and activity data. increase productivity and efficiency.
Recognizing that different solutions address different levels of organizational complexity. CRM is integrated with Vodafone’s billing system and switch [platform where the services are delivered to the customer being real-time]. driving measurable improvements in business processes. deliver more value to customers and improve win rates. enabling closer relationships with customers and supporting the achievement of new levels of profitability
Tools used by the org • Oracle: Named “CRM”.
Microsoft® Dynamics™ CRM: Vodafone needed to develop a reliable.Voluntary Voluntary Customers: are those who voluntary want to give up the services of an organization [Vodafone] thus a special team is been managed by the enterprise team where they do task such as • • • • Telephonic Calls Offering New Products to the customer or more customized solutions to them and offering them delight Instant resolving of issues Network related issues
. The company deployed Microsoft Dynamics® CRM to process the daily flow of orders. Customer Retention: Vodafone’s Enterprise Team has strategy for customer retention named “Win Back Customer” Thus they divide the retention customers into two categories i. Being a mission-critical part of the business. BSCS: Billing System and Customer Support: the billing system of Vodafone which is been rendered is been integrated with EPOS so that the field agent does have a clear view of the product portfolio and billing system of the client at the same time. easy-to-use sales channel to streamline orders sent to its sales staff from a large network of independent agents.e.000 orders a month in a secure environment
CONCEPTUAL CRM FRAMEWORK FOLLOWED BY ENTERPRISE TEAM
1. it needed to be implemented as quickly as possible.•
EPOS: Electronic point of sales: Gateway about point of sales software. check status. The system now processes more than 5. Manage sales portfolio. Voluntary and Non. and gauge service levels and key performance indicators (KPIs).
Customer satisfaction level. Percentage compliance with service-level agreement (SLA). like all organizations Vodafone also practice this CRM model that is taking example of launching Vodafone’s Zoo Zoo ad campaign. Cases closed same day.
ISSUES FACED POST IMPLEMENTATION
. Average number of service calls per day. 6. 7. Closed Loop Campaign Management: Since this is a best form of CRM practice mentioned. 12. Percentage of service renewals. Customer Categorization.
4. 2. Complaint time-to-resolution. 13. Average time for resolution. Complaints handling (e-mail/letter). E. 9. 3. 5. especially for working women employees thus Vodafone is in pact with various organizations providing services regarding women security named [WEBTRA]
CRM METRICS 1. 11. 14.Involuntary Customers: are those customer for which the organization tend to discontinue there services from their end. Bonding for customer relationship:
2. Number of cases handled by agent. (CLTV) 8. 4. Brand image. Revenue coming from Commercial Partners. Number of service calls. Event Based Marketing: Sales and marketing team has to act up on
situations very quickly and efficiently because events occur time and again and to cash up on is a big task. Women safety is a big issue in Delhi. Average number of service requests by type. 10.g.
“Customer Equality” is key goal for Indus and the management team will remain steadfast to its principles of neutrality and equality towards its customers. Aligning CRM to Vodafone’s vision and growth objectives.
. Change Management. Widely recognized as an employer of choice. I T Department : Enhancing Network Connectivity • IBM: IBM has been expanding its footprint in India . headquartered at Gurgaon in the National Capital Region of Delhi.and continues to transform itself to align with global markets and geographies to grow this leadership position.
VENDORS 1. Finding the right CRM managers in India. Monitor Service Level Agreements. offers services to all telecom operators in the wireless space and other wireless service providers such as broadcasters and broadband service providers. Indus Towers with a portfolio of more than 100. It is undertaking rollout of new sites in the 16 telecom circles of India. ensuring significant scale benefits for its customers by way of ‘speed to market’.and has a presence in over 200 cities and towns across the country . IBM India has clearly established itself as one of the leaders in the Indian Information Technology (IT) Industry . IBM holds numerous awards for its industry-leading employment practices and policies Indus Towers: Indus Towers. Visibility of business transactions across India.• • • • • • • •
Monitoring how customers interact using various modules of CRM. Inconsistent data flow sometimes.either directly or through its strong business partner network.000 towers is already the largest tower company of the world. Maintenance and modification of CRM system.
media portals &
. powerful performance. Personal Relations (PR) Genesis BM : Genesis Burson –Marstellar. Landline and Media Service Providers. including excellent system availability. with more than 370. Value Added Services • On Mobile Global ltd : [Music and entertainment solutions] OnMobile [NSE: ONMOBILE] is one of the largest white-labeled Data and Value Added Services [VAS] companies for Mobile. open. As India’s most trusted full service Public Relations and Public Affairs consulting firm. and integrated business software and hardware systems. Oracle's product strategy provides flexibility and choice to our customers across their IT infrastructure.000 customers—including 100 of the Fortune 100—representing a variety of sizes and industries in more than 145 countries around the globe. Now. and virtualization technology. the gold standard in public relations. Indus Towers plans to seize opportunities arising from other parts of the globe • Oracle: Oracle provides the world’s most complete. storage. energy efficiency. and low total cost of ownership
2. scalability. Oracle is the only vendor able to offer a complete technology stack in which every layer is integrated to work together as a single system. Founded in 1992 as an independent firm.Initially starting its operations in India. Genesis merged in 2005 into Burson-Marsteller. Genesis Burson-Marsteller has been recognized as the ‘India Consultancy of the Year 2008’ by the Holmes Report. OnMobile touches the lives of over 88 million users across 43 countries every month. OnMobile offers a one-stop solution for all needs through an innovative array of products in M-commerce. 3. to become Genesis Burson-Marsteller. Oracle's open architecture and multiple operating-system options gives our customers unmatched benefits from industry-leading products. In addition. OnMobile generates top line revenue of over 800 Million USD for over 92 customers globally. operating-system. entertainment. with Sun server. the most respected publication in public relations worldwide.
and information & network products. OnMobile’s products span all mobile access channels such as Voice. phone. commerce services and made-to-order network applications offer new revenue streams to telecom operators. Working closely with service providers and enterprises. RIM is best known for creating the BlackBerry® Smartphone and providing solutions that allow seamless. it offers customer lifecycle management and mobile marketing to enhance their profitability. the Internet and applications. Championing speed of delivery. mobile marketing. mobile access to time-sensitive information through email. One97 also invests and incubates new mobile technologies start-ups. messaging. WAP. Video. SAIF and SVB India Capital Partners. text messages. The RIM portfolio of award-winning products is used by thousands of organizations around the world Important Market Priorities in the sector are:
The most important market priorities in the sector are network and network enhancements. One97’s Innovative mobile content. On-Device Portal & Web • One97: One97 Communications Limited is India’s leading Mobile Value Added Service Company. flexible and customized services. One97 thrives on its widely deployed telecom applications service platform to deliver scalable.
Handset Providers RIM India: Research In Motion (RIM) develops integrated hardware. USSD. data & 3G.interactive television programming. Since organizations tend to keep on with the basic technologies in the sector they are in and thus for Vodafone [Enterprise] Towers DTS 3G services
. SMS. mobile utility. Funded by Intel Capital (Mauritius) Limited. user-generated content & social networking. software and services that support multiple wireless networks.
access the high speed internet. news. It is based on an International Telecommunication Union (ITU) initiative for a single global wireless standard called International Mobile Telecommunications-2000 (IMT-2000). MNP: A significant technical aspect of MNP (Mobile Number Portability) is related to the routing of calls or mobile messages (SMS.
Emerging Trends the company can capitalize on 3 G Services: 3G stands for third generation wireless. 1. high speed mobile broadband. internet access with the ability to view video footage on your mobile handset.Then comes the VAS [Value added services]. They thus appreciate the value of the core product. live streaming. MMS) to a number once it has been ported.e. thus we recommend that
. current affairs and sport content and video messaging. There response time and coverage is poor or not up to the mark. like person to person video. There are various flavors of call routing implementation across the globe but the international and European best practice is via the use of a central database (CDB) of ported numbers. With a 3G phone and access to the Vodafone 3G network you can make video calls. Value added service as the name suggests are the services which enhance the user experience. as well as the usual voice call and messaging services found on a mobile phone. downloadable video of entertainment. It enhances the service experience such as multimedia. receive emails and download music tracks. Network operator makes copies of CDB and queries it to find out which network to send a call to Youth Nation
Recommendations Recommendations for Vodafone are totally based upon our observations i. watch live TV. since it is quite crucial for the customers for better service delivery.
• We also recommend heavy investments for B2B business that is shifting to a new BPO for handling B2B business queries.
. This can be done by hiring off role personal to support the staff of Vodafone.•
On the feet employees should be more in respect to what they are right now. as this structure is deployed in the consumer (B2C) market by Vodafone. Genpact and V-customer are some good organizations.e. its call center to company named ‘INTEL-E-NET Global Services’. They have deployed the same task force who handle corporate and consumers at the same time. Vodafone has out sourced its reach-in activity i.
2. This will thus also help in having a support mechanism for the agent deployed in the field. • Thus we recommend dividing the work or creating a department for handling queries of B2B and B2C separately. Making a chaotic event for the organization.