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CRM On Vodafone PDF
CRM On Vodafone PDF
MANAGEMENT OF
VODAFONE INDIA
SUBMITTED TO: -
T.Thirumal Reddy
Asst. Professor
SUBMITTED BY: -
PRABHAKAR
M6-16
About Company
Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. Then known as Racal
Telecom Limited, approximately 20% of the company's capital was offered to the public in
October 1988. It was fully demerged from Racal Electronics Plc and became an independent
company in September 1991, at which time it changed its name to Vodafone Group Plc.
Name VODAFONE comes from “Voice”, “Data” & “Phone”. 2nd largest telecom company in
the world (subscriber base) after China Mobile.
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. The company
now has operations across the country with over 85.82 million customers**.Over the years,
Vodafone Essar, under the Hutch brand, has been named the ‘Most Respected Telecom
Company’, the ‘Best Mobile Service in the country’ and the ‘Most Creative and Most Effective
Advertiser of the Year’. Vodafone is the world's leading international mobile communications
group with approximately 315 million proportionate customers as on 30 June 2009. Vodafone
currently has equity interests in 31 countries across five continents and around 40 partner
networks worldwide. The Essar Group is a diversified business corporation with a balanced
portfolio of assets in the manufacturing and services sectors of Steel, Energy, Power,
Communications, Shipping Ports & Logistics, and Projects. Essar employs more than 50,000
people across offices in Asia, Africa, Europe and the Americas.
Let’s have a look at the promises that Vodafone makes to its customers
• A network you can rely on when you need it
• Expert, friendly help and advice – you only have to ask once
• When you’re abroad, the services you need will be as easy to use as at home, and you’ll
know what you are paying.
• New and inspiring solutions to help you make the most of your time.
Vodafone Offerings:-
CRM STRATEGY
Vodafone is able to offer the right solution to meet the needs of every client, driving
measurable improvements in business processes, enabling closer relationships with
customers and supporting the achievement of new levels of profitability.
CRM SUBPROCESS
• Vodafone’s ability to chart out an average life cycle allows it to market different
services. It prospects aggressively through advertising.
• 2nd stage combines provisioning and verification. Vodafone activates a customer’s
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.
CRM ORGANIZATION CULTURE
STRATEGY
IT PROCESS
CULTURE
CRM PROCESS
2nd stage combines provisioning and verification. Vodafone activates a customer’s 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.
VODAFONE CRM MODEL
VODAFONE CRM MODEL
Stage 1, Interested: When the person comes to you as a prospect and he / she may or
may our product.
Stage 2, Invested: This is when the conversion from potential to actual has taken place
and the customer has bought the promises made by the company along with the service.
Stage3, Committed: Here the customer remains loyal to the company even in wake of
competition.
Stage4, Engaged: The customer needs to be properly treated and kept happy for him to
be attached to the company forever.
Stage 5, Embedded: This is achieved generally after 4 years of the first purchase i.e. a
company had retained its customers for 4 or more years happily. Of course it varies with
product to product but for a mobile operator it would be roughly 3 – 4 years.
The steps company is taking to make its customers more satisfied especially after the
takeover of Hutch by Vodafone.
CRM INFORMATION
Custom analytics provide meaningful insight for personalized customer communications &
interactions. Now, VODAFONE can:
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, make more informed investments, automate
campaign management and increase campaign success
Sales –
Sales force automation, more informed real-time lead and opportunity management,
shorter sales cycle, close more business.
Service –
Call center and field service management, job scheduling, service reporting and analysis
Mobile access –
Instant access to customer and activity data, increase productivity and efficiency, delivers
more value to customers and improve win rates.
Loyalty Program
• The Roam and Redeem Outbound Loyalty Programme
• Vodafone India is the only Indian operator that participates in Travelling Connects
reward program (service that manages customer loyalty for international
telecommunication companies).
Privacy policy
Vodafone India – Privacy Policy Statement
Vodafone India Limited and its subsidiaries (hereinafter referred to as ‘Vodafone India’) is
committed to protecting our customers’ personal information. We have created this Privacy
Policy to help you understand how we collect, use and protect your information when you visit
our web and WAP sites and use our products and services.
1. 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.e. Voluntary and Non-
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
Involuntary Customers: are those customer for which the organization tend to discontinue there
services from their end.
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.
As a customer you need to follow some guidelines and as an organisation Vodafone need
to document and resolve/satisfy your problem/query in specified timelines.
1. Voice your concern to Vodafone Executive: For this you can simply call 111 from
your vodafone mobile or 9811098110 from any other mobile or landline (for delhi) if you
don't find any resolution from this then you can go to the second step of escalation
If you need contact details of your Nodal Officer or Appellate Authority then please check
vodafone.in otherwise you can post here and we will try to provider you all available details after
searching Vodafone portal.
Team work
Simplicity
Effective communication
Staff empowerment
Process automation
Defining and mapping data requirement
Proper data collection
Data standardization
Integrated customer strategy
Customer engagement programme
Continuous monitoring
Developing successful metrics