NCRD Sterling Institute of Management Studies

CRM
REPORT
ON

vodafone

submiited to submitted by
prof. Iftiqar Mistry Deepak R Gorad
 AGENDA
I. Introduction – Vodafone III. Benefits to Vodafone from CRM
a. Company Profile
b. Vodafone in India
IV. Issues Faced in CRM Implementation
c. Market Shares in India
a. Program
b. People
II. Gartner’s Eight Building Blocks c. Processes
a. CRM Vision d. Technology
b. CRM Strategy
c. Valued Customer Experiences
V. Best CRM Practices in the Industry
d. Collaborative Efforts
e. CRM Process
f. CRM Information
g. CRM Technology
h. CRM Metrics
 I. INTRODUCTION
COMPANY PROFILE
Name VODAFONE comes from “Voice”, “Data” & “Phone”
Largest telecom company in the world (turnover)
2nd largest telecom company in the world (subscriber base) after China Mobile
Public limited company
Operations in 31 countries & partner networks in another 40 countries
Listed on NYSE
Founded : 1983 as RACAL TELECOM, Demerged from Racal Electronics (parent
company) in 1991 and named VODAFONE

HQ : Newbury, England
Employees : ~ 79,000 Source : WIKINVEST
 Important Subsidiaries :
Vodafone UK Vodafone Spain
Vodafone Essar Vodafone Portugal
Vodafone Australia Vodafone Turkey
Vodafone Ireland Vodafone Germany
Vodafone New Zealand Vodafone Netherlands
Vodafone Egypt Vodafone Hungary
Vodafone Italy Vodafone Sweden

VODAFONE IN INDIA
2005 : Acquired a 10 % stake in Bharti Airtel

2007 : Acquired a controlling 67 % stake in Hutchinson Essar for US $ 11.1 bn.

Sold back 5.6% of its Airtel stake back to the Mittals & retained 4.4%

In September, Hutch was rebranded to Vodafone in India.

Source : WIKINVEST
MARKET SHARE
IN INDIA Others
1%
Reliance Airtel
19% 24%

Aircel
5%

Idea
11% Vodafone
18%

Tata
9%
BSNL / MTNL
13%
Source : TRAI Report JUN’09
VODAFONE’S OFFERINGS

Global Managed
Enterprise Telecom
1 2 Device
3 Mobility
4
Central Management
Portfolio Services

Mobile Vodafone Vodafone

Vodafone
5
Money 6
Live 7
Mobile 8 to
Connect
Transfer Connect Friends

Vodafone Vodafone At Vodafone

Vodafone
9 10
Freedom 11 12
Passport Home Media
Packs Systems

Source : vodafone.com
 II. GARTNER’S MODEL
1st Block CRM Vision

2nd Block CRM Strategy

3rd Block Valued Customer Experience

4th Block Collaborative Efforts

5th Block CRM Process

6th Block CRM Information

7th Block CRM Technology

8th Block CRM Metrics

Snapshot
 (i) CRM VISION
CUSTOMERS FOR LIFE !
To earn our customers' loyalty, we will anticipate their
needs and act to create superior value in their eyes.

We want to be known for

C o n s i s t e n c y
R e l i a b i l i t y
F l e x i b i l i t y
R e s p o n s i v e n e s s
I n n o v a t i v e S e r v i c e s

We will make this happen in an enriching environment of

trust, cooperation and mutual respect.
 VODAFONE’S CRM PHILOSOPHY

Involving Customers as Co-innovators

 (ii) CRM STRATEGY
BROAD CRM OBJECTIVES
Enriching
Service
Experience
VODAFONE’S CUSTOMER STRATEGY IN INDIA
 (iii) VALUED CUSTOMER EXPERIENCE
Vodafone has taken advantage of strong presence of Hutch Essar in Metros.

It has LEADERSHIP IN CONTRACT SEGMENT.

It has STRONG CUSTOMER FOCUS

Mass market PREPAID FOCUS : e.g. low value 10/- sachet recharge.

Innovative Value Added Services :

Easy e-recharge

E-recharge using SMS

Premium SMS

Ringback Tones

International Voice & Data Roaming

Vodafone plans to bring ULTRA LOW COST handsets to India.

Introduced VODAFONE LIVE! In India.

Introduced BALANCE TRANSFER for the first time.

Introduced UNIQUE OFFERS FOR MULTINATIONAL CORPORATE ACCOUNTS.

Introduced SINGLE BILLING SYSTEM in 2007.

Comprehensive approach across call centers, retail, internet & automated systems.

Industry leading PROCESS IMPROVEMENT based on extensive customer research.

 (iv) COLLABORATIVE EFFORTS
The program was built on 4 major pillars :

Strategy

IT COLLABORATIVE Process
EFFORTS

Culture
 (v) CRM PROCESS
Vodafone’s ability to chart out an average life cycle allows it to market different
services. It prospects aggressively through advertizing.

2nd stage combines provisioning and verification. Vodafone activates a customers

account and makes a first rating of the customer based on the application.

Vodafone’s well planned welcome process includes a call informing clients of the
Vodafone help line & various value added services. At the end of this stage their first
bill is generated.

The first collection marks the start of up-selling and cross selling. Analytical module
steps in, CRM has to make every attempt count since clients can only be approached
only a fixed number of times.

This stage may see a client wishing to leave. To keep churn down , Vodafone uses
retention policies and loyalty processes to bring clients back to the fold. Many clients
are won back.
 (vi) CRM INFORMATION
Custom analytics provide meaningful insight for personalized customer
communications & interactions. Now, VODAFONE can:

 Identify customers’ value segments

 Understand customer needs and preferences

 Create targeted marketing & sales campaigns for specific customer segments

 Monitor customer responses

 Apply experience to future campaigns

 Steer customers’ buying behavior

(vii) CRM TECHNOLOGY
 (vi) CRM METRICS
1. Cases closed same day.
2. Number of cases handled by agent.
3. Number of service calls.
4. Average time for resolution.
5. Average number of service calls per day.
6. Percentage of service renewals.
7. Customer satisfaction level. (CLTV)
8. Complaint time-to-resolution.
9. Average number of service requests by type.
10. Percentage compliance with service-level agreement (SLA).
11. Revenue coming from Commercial Partners.
12. Complaints handling (e-mail/letter).
13. Brand image.
14. Customer Categorization.
ISSUES FACED POST IMPLEMENTATION

Monitoring how customers interact using various modules of CRM.

Visibility of business transactions across India.

Monitor Service Level Agreements.

Maintenance and modification of CRM system.

Inconsistent data flow sometimes.

Change Management.

Aligning CRM to Vodafone’s vision and growth objectives.

Finding the right CRM managers in India.

THANK YOU