CRM System in VODAFONE

Presented by : PRASHANT LOKHANDE

COMPANY PROFILE  Name VODAFONE comes from “Voice”. Demerged from Racal Electronics (parent company) in 1991 and named VODAFONE HQ : Newbury. “Data” & “Phone” Largest telecom company in the world (turnover) 2nd largest telecom company in the world (subscriber base) after China Mobile Operations in 31 countries & partner networks in another 40 countries Founded : 1983 as RACAL TELECOM.75 bn . England Revenues : US $ 69 bn Profits : US $ 6.

Hutch was rebranded to Vodafone in India. .4% In September.1 bn.VODAFONE IN INDIA 2005 : Acquired a 10 % stake in Bharti Airtel 2007 : Acquired a controlling 67 % stake in Hutchinson Essar for US $ 11.6% of its Airtel stake back to the Mittals & retained 4. Sold back 5.

MARKET SHARE IN INDIA Reliance 19% Others 1% Airtel 24% Aircel 5% Idea 11% Vodafone 20% Tata 9% BSNL / MTNL 13% .

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

Revenue growth. Higher user adoption. Streamlined business processes. .BROAD CRM OBJECTIVES • • • • • Increased customer satisfaction. Cost reduction.

Product experience •Ease of use •Stability & availability Pricing & purchase experience •Cost saving •Virtual/ online.Enriching serviceEnriching experience Service Experience Exit •Easy un-subscription. Product development • Solve business problems Care •Online resolution •Call center support. Promotion & Communication •Web Billing & payment •Billing accuracy •Online payment options. .

VODAFONE’S CUSTOMER STRATEGY IN INDIA .

It has LEADERSHIP IN CONTRACT SEGMENT. Innovative Value Added Services : Easy e-recharge E-recharge using SMS Premium SMS Ring back Tones International Voice & Data Roaming .g.VALUED CUSTOMER EXPERIENCE Vodafone has taken advantage of strong presence of Hutch Essar in Metros. low value 10/. It has STRONG CUSTOMER FOCUS Mass market PREPAID FOCUS : e.sachet recharge.

Introduced BALANCE TRANSFER for the first time. Introduced VODAFONE LIVE! In India. Industry leading PROCESS IMPROVEMENT based on extensive customer research. internet & automated systems. Introduced UNIQUE OFFERS FOR MULTINATIONAL CORPORATE ACCOUNTS. Comprehensive approach across call centers. retail.Vodafone plans to bring ULTRA LOW COST handsets to India. . Introduced SINGLE BILLING SYSTEM in 2007.

Vodafone activates a customers account and makes a first rating of the customer based on the application. Many clients are won back. It prospects aggressively through advertizing. Analytical module steps in. The first collection marks the start of up-selling and cross selling. Vodafone’s well planned welcome process includes a call informing clients of the Vodafone help line & various value added services. CRM has to make every attempt count since clients can only be approached only a fixed number of times. .CRM PROCESS Vodafone’s ability to chart out an average life cycle allows it to market different services. At the end of this stage their first bill is generated. To keep churn down . Vodafone uses retention policies and loyalty processes to bring clients back to the fold. 2nd stage combines provisioning and verification. This stage may see a client wishing to leave.

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 .

200 840 Year 2 80 1.000 -10.CALCULATING CUSTOMER LIFETIME VALUE Year 0 Number of Customers Revenue / Customer Variable Cost / Customer 100 Year 1 90 1.000 360 32.440 900 Year 4 60 1.280 24.320 864 Year 3 72 1.410 588 35.480 27.100 .400 29.480 30.150 540 36.455 456 36.500 912 Margin / Customer Acquisition Cost / Customer TOTAL PROFIT Present Value 100 -10.

CLV = ∑ t=1 ∞ mrt (1+i)t Where m = margin for time t i = discounting rate for time t .

for 10 consecutive months .for 10 consecutive months > 2000 /.for 10 consecutive months 200 – 800 /.for 10 consecutive months < 200 /.CUSTOMER CATEGORIZATION 800 – 2000 /.

CONSUMER RESEARCH 20 Vodafone customers were surveyed. of calls before problem is sorted  1 to 2 calls by 60%  > 2 calls by 20% (area of concern)  20% people complained that they were charged for services they had not subscribed. . Response format chosen : 5 point scale RESULTS :  50% rated promptness of service at 5.  Satisfaction levels were rated 5 by 65%.  No.

Focus on the customers having spend time for more than 2 years. 3. Conduct surveys in terms of updating newly innovative schemes of the competitors. 2.Recommendations 1. . Cases to be on the closed same day.

THANK YOU .

fn ° ¾½½ 9¯° .

¯¯°nf° WJ  °– ½f¯ ° W °–fnnfn W°° ½f¯ °½°¾  9 n ½  °n Wf¾ €¾ Wf  fff  9n°– ½nf¾  ½  °n W.

¾¾f°– WIf$°° .

I-#.

D@.@@-- .

ID.

D@.O9-.

 I f€° f¾ f ° f f°f– € ¾°– ½ ¾ °n € n ¾¾f ° . ¾  f¾ 9 .

-@.

@ .-@  f¾ @- .

D@. .

D .f¾¾ ¯f  99 .

D –  f $ ¾fn   nf– °°f If   n ¾ f¾  nf–   nf– ¾°– . 9 ¯¯ . °– fn @° ¾ ° °f°f In ff f¯°– .

I f€° ½f°¾  °– D@ J .

@ f° ¾ ¾  ° f ° n I- I" ° ° f ° n -.

 @- €  €¾ ¯ ° n D-.D   .D@-@- .

9@ .

.

D-@ ° n - - @. °  .

¯½  °¾ f½½fn fn¾¾ nf n ° ¾  f ° °  f¯f ¾¾ ¯¾ ° ¾  f °– 9.

9I.-@ f¾ °  °¾ n¾¯   ¾ fn . .

.

.9.

 I f€° #¾f nff°f f– € nn f¾¯f  €€  ° ¾ n ¾ ½¾½ n¾f–– ¾¾ –f  °– ° ¾f– n¯ ° ¾½¾°°–f°  €nf° I f€° fnf ¾fn¾¯ ¾ fnn°f° ¯f ¾f€¾f°–€ n¾¯  f¾ ° f½½nf° I f€° #¾ ½f°°  n¯ ½n ¾¾°n ¾fnf°€¯°–n °¾€  I f€°  ½°  f¾f f ¾ n ¾   ° €¾¾f–  €¾ ¾– ° f  @ €¾n n°¯f¾ ¾f€½ ¾ °–f° n¾¾¾ °– °fnf¯   ¾ ½¾° .

f°n °¾ f ° fn ..f¾¯f   f ¯½n°¾°n n °¾nf°° f½½fn  °f€ °¯ €¯ ¾ @¾¾f– ¯f¾ fn °¾°– f @ ½n° ° I f€° ¾ ¾   °°½n ¾f° f½n ¾¾ ¾ °–n °¾ fn € .

.

-.@..

¾¯f°fn¾½ ¯ f°°–€°¾–€½ ¾°f n¾¯  n¯¯°nf°¾ ° fn°¾ - I-nf°    °€n¾¯ ¾#f ¾ –¯ °¾  D° ¾f° n¾¯ ° ¾f° ½ €  °n ¾  .

 f f–  ¯f °– ¾f ¾nf¯½f–°¾€¾½ n€nn¾¯ ¾ –¯ °¾  .°n¾¯  ¾½°¾ ¾  ½½ ½  °n € nf¯½f–°¾   n¾¯ ¾# °– f .

.

.

D@- .

D@.ID  f -¯ €.@.

¾¯ ¾   ° $.

¾¯  Iff  .

¾$.

f–°$.¾¯  .

¾¯  n¾°.

¾$.

¾¯  @@9@ 9 ¾ °If        f           f           f           f          .

901479209 .\ 'c 9 279  9 0702 2.4:3937.731479209  /8.

.

.D@.

@@-  $ € n°¾ n ¯°¾ $ € n°¾ n ¯°¾ $ € n°¾ n ¯°¾  $ € n°¾ n ¯°¾ .

.

.-D.

  I f€° n¾¯ ¾   ¾   ¾½°¾ €¯f n¾ °  ½° ¾nf D@   f ½¯½° ¾¾ € ¾ n f   f¾€fn°   ¾   f     - € nf¾ € ½  ¯ ¾ ¾     nf¾     nf¾   %f f € n°n °%   ½ ½ n¯½f° f     nf– € ¾ n ¾   f ° ¾ ¾n .

 n¯¯ ° f°¾  .

f¾ ¾ ° n¾ ¾f¯  f  .

° n¾ ¾° ¯¾€½ f°–° °°f  ¾n ¯ ¾€ n¯½ ¾  n¾° n¾¯ ¾f°–¾½ ° ¯ €¯ f°  f¾ .

@- D .

Sign up to vote on this title
UsefulNot useful