American University in Cairo

Masters of Sustainable Development

MKTG 5201: Marketing Management

Case study: Vodafone

Egypt
ASSIGNEMENT #1
ISLAM A. MASHALY, 800140357

Islam Ayman Mashaly

800140357

American University in Cairo

MKTG 5201: Marketing Management

CASE STUDY QUESTIONS: VODAFONE EGYPT

HOW DOES VODAFONE USE ITS DATABASE SOFTWARE
TO MARKET ITS BUSINESS?
Vodafones main challenge in a competitive market like the Egyptian market is
to ensure customer satisfaction to a maximum level. In order to insure their
target is met they focused on making use of their database software for
reporting, which is used across the different business units departments. The
database software provides a variety of options such as reporting, query and
analysis, and performance management tasks. By the previous method,
Vodafone Egypt would ensure right analysis of data and set key performance
indicators to be met by their employees. Along with that, Vodafones
engagement with the ATG services helped them develop their commerce and
extend their customer service capabilities to market themselves better,
ensuring better services.

HOW DOES VODAFONE DEAL WITH A CUSTOMER WHO

INTERACTS WITH THE COMPANY VIA DIFFERENT
CHANNELS?
Vodafone segments their customers disregarding the channel they use, as
they believe that providing a better service is through collecting the data from
customers via different channels into one place. Therefore, it is easier to
identify the needs of their customers and ensure maximum level of
satisfaction.

WHAT IS DIFFERENT ABOUT VODAFONES CUSTOMER

SERVICE SUPPORT?
They have systems to calculate the speeds of customer support agents
answers and their quickness in responding to the client requests in addition to
first-call resolution. Furthermore, the customers are asked to check for
commitment to the service quality. On top of that efficiency reports are
generated automatically by the system to monitor the quality of the customer
service support.