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CRM System in VODAFONE

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

Revenues : US $ 69 bn (2008)
Profits : US $ 6.75 bn (2008) Employees : ~ 79,000
Source : WIKINVEST

Important Subsidiaries :
Vodafone UK Vodafone Essar Vodafone Australia Vodafone Ireland Vodafone New Zealand Vodafone Egypt Vodafone Italy Vodafone Spain Vodafone Portugal Vodafone Turkey Vodafone Germany Vodafone Netherlands Vodafone Hungary 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

Source : TRAI Report JUN09

(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.

VODAFONES CRM PHILOSOPHY

Involving Customers as Co-innovators

(ii) CRM STRATEGY


BROAD CRM OBJECTIVES

Enriching Service Experience

VODAFONES 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 EFFORTS

Process

Culture

Senior Managers of Vodafone personally supervised the FEEDBACK COLLECTION from customers which they used to prioritize customer related issues, and reinforced the CRM vision of ANTICIPATING NEEDS & THEREBY CREATING SUPERIOR VALUE.

INDUS TOWERS are operating at 95,000 sites ! Network Expansion : 2,600 sites per month ! Vodafone is committed to its objective of providing low cost services to its customers. For this it is expanding network aggressively to reduce its total cost of network ownership.

(v) CRM PROCESS


Vodafones 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.

Vodafones 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

(viii) 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.

CALCULATING CUSTOMER LIFETIME VALUE


Year 0 Number of Customers Revenue / Customer Variable Cost / Customer
100

Year 1
90 1,200 840

Year 2
80 1,320 864

Year 3
72 1,440 900

Year 4
60 1,500 912

Margin / Customer
Acquisition Cost / Customer TOTAL PROFIT Present Value
100 -10,000 -10,000

360
32,400 29,455

456
36,480 30,150

540
36,480 27,410

588
35,280 24,100

CLV =
t=1

mrt (1+i)t

Where m = margin for time t i = discounting rate for time t If margins and retention rate stay constant over time then :

CLV =
Where

mr (1+ir)

r is the margin multiple. (1+ir)

CUSTOMER CATEGORIZATION

800 2000 /- for 10 consecutive months

> 2000 /- for 10 consecutive months

< 200 /- for 10 consecutive months

200 800 /- for 10 consecutive months

III. BENEFITS ACHIEVED


The main and overall result is that the new CRM solution has helped Vodafone to REDUCE ANNUAL CUSTOMER CHURN BY ~ 7 %. ASIAN E-BUSINESS MARKET WATCH CRM solution has helped Vodafone employees to synchronize & coordinate all customer interactions across multiple channels, including telephone, e-mail, face to face, post & fax. The CRM solution has also enabled employees to improve customer service, increase productivity and maximize revenues. The workflow automation capabilities of the CRM solution have enabled the company to manage each and every one of these calls efficiently and professionally. Sales agents are now automatically connected to customers and prospects based on product & service expertise, named account, availability and geography. They can also check the status of a calling subscribers request or inform him/her of the status of the request. Call scripting and profiling further improved agent productivity. A workflow-based user interface presents the appropriate questions and information as needed, guiding agents through a sequence of steps based on customers individual requirements.

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 Vodafones vision and growth objectives. Finding the right CRM managers in India.

THANK YOU