CRM System in VODAFONE

AGENDA
I. Introduction Vodafone
a. b. c. Company Profile Vodafone in India Market Shares in India

III. Benefits to Vodafone from CRM IV. Issues Faced in CRM Implementation
a. b. c. d. Program People Processes Technology

II. Gartners Eight Building Blocks

a. b. c. d. e. f. g. h. CRM Vision CRM Strategy Valued Customer Experiences Collaborative Efforts CRM Process CRM Information CRM Technology CRM Metrics

V.

Best CRM Practices in the Industry

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 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

Reliance 19%

Others 1% Airtel 24%

Aircel 5%

Idea 11%

Vodafone 18%

Tata 9%

BSNL / MTNL 13%

Source : TRAI Report JUN09

VODAFONES OFFERINGS

Enterprise 1 Central
Mobile Money 5 Transfer Vodafone 9 Passport

Telecom 2 Management
Vodafone 6 Live Vodafone 10 Freedom Packs

Global Device 3 Portfolio Vodafone Mobile 7 Connect Vodafone At 11 Home

Managed Mobility 4 Services Vodafone Connect to 8 Friends Vodafone 12 Media Systems

Source : vodafone.com

II. GARTNERS MODEL

1st Block 2nd Block 3rd Block 4th Block 5th Block 6th Block 7th Block

CRM Vision CRM Strategy Valued Customer Experience Collaborative Efforts CRM Process CRM Information

CRM Technology
CRM Metrics

8th Block

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.

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

(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

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

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