CRM on vodafone

CUSTOMER RELATIONSHIP 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. Market share of different companies in INDIA

Relationship with customers can only be built when the top management is fully committed towards that goal and this feeling can be captured beautifully by the below mentioned quote. “The most valuable brands in the world are those where the customer knows they’re going to get a good experience” - Sir John Bond, Chairman, Vodafone The Vodafone Promise 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:       

Managed mobility services Mobile money transfer Vodafone live Vodafone mobile connect Vodafone connect to friends Vodafone passport Vodafone freedom packs Vodafone media systems

CRM VISION & MISSION 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 Consistency Reliability Flexibility Responsiveness Innovative Services We will make this happen in an enriching environment of trust, cooperation and mutual respect. MISSION: - “Passion”

VODAFONE CRM PHILOSPHY Involving Customers as Co-innovators

CRM STRATEGY Broad CRM Objectives:- Increased customer satisfaction - Higher use adoption - Revenue growth - Cost reduction - Streamlined business processes

5 point strategy for CRM implementation -

Baseline current business processes & goal setting. Identify the current user experience levels. Benchmark current state. Determine gaps & identify initiatives. Prioritize initiatives & create a structured roadmap.

ENRICHING CUSTOMER SERVICE

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 In Vodafone, 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

VODAFONE’S CUSTOMER STRATEGY IN INDIA

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  Ringback Tones  International Voice & Data Roaming

COLLABORATIVE EFFORTS

STRATEGY IT

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”. 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:      

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

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.

Recognizing that different solutions address different levels of organizational complexity, Vodafone uses Oracle Siebel CRM and Microsoft® Dynamics™ CRM 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 Loyalty Program

• The Roam and Redeem Outbound Loyalty Programme • Vodafone India is the only Indian operator that participates reward program (service that telecommunication companies).

manages

customer

in Travelling Connects loyalty for international

LEAST LOYAL SUBSCRIBERS ARE IN THE FOLLOWING CIRCLES

•

Mumbai and Delhi Metro, UP East and West, Gujarat, Rajasthan, Andhra Pradesh, Karnataka, Kerala, and Rest of West Bengal (does not include Kolkata Metro) HIGH RETENTION CIRCLES

•

Loyalty to operators is seen to be higher among lower socio-economic groups, older age groups, and among females. Circles in which subscribers show higher retention levels are Chennai Metro, Haryana, Himachal Pradesh, Punjab, UP East, Rest of Maharashtra (does not include Mumbai Metro), Rest of Tamil Nadu (does not include Chennai Metro), Bihar, and Jharkhand. Register for Roam and Redeem Program Choose your loyalty program below and fill in your personal data. Registration is required only once.

Stay in touch and earn miles for it Simply use your Vodafone number for national and international roaming and earn awards for it! Earn miles for National Roaming: - 1 mile or point for 25 minutes of outgoing calls* Earn miles for International Roaming: - 1 mile or point for every minute you talk or receive a call - 1 mile or point for every 6 SMSs (text messages) sent - 1 mile or point for using 2 MB data

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. This Privacy Policy covers the following topics: 1. What personal information does Vodafone India collect? 2. How does Vodafone India use your Personal Information? 3. Sharing your Personal Information 4. Sharing your information outside India 5. Protecting your personal information 6. Internet use 7. Changes to our Privacy Policy This policy is provided for your information and is not intended to limit or exclude your rights under laws and regulations applicable in India.

CUSTOMER FEEDBACK PROGRAM

Tools used by the organization

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Oracle: Named “CRM”- Oracle CRM Microsoft® Dynamics™ CRM. CRM is integrated with Vodafone’s billing system and switch [platform where the services are delivered to the customer being real-time]. CRM thus handles queries from the customer, complaints, requests which are been generated by the customers.

• EPOS: Electronic point of sales: Gateway about point of sales software. Manage sales portfolio.

•

BSCS: Billing System and Customer Support: the billing system of Vodafone which is been rendered is been integrated with EPOS so that the field agent does have a clear view of the product portfolio and billing system of the client at the same time.

•

Microsoft® Dynamics™ CRM: Vodafone needed to develop a reliable, easy-to-use sales channel to streamline orders sent to its sales staff from a large network of independent agents. Being a mission-critical part of the business, it needed to be implemented as quickly as possible. The company deployed Microsoft Dynamics® CRM to process the daily flow of orders, check status, and gauge service levels and key performance indicators (KPIs). The system now processes more than 5,000 orders a month in a secure environment.

Contact the Customer 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 NonVoluntary 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. 2. Bonding for customer relationship: 3. Closed Loop Campaign Management: Since this is a best form of CRM practice mentioned, like all organizations Vodafone also practice this CRM model that is taking example of launching Vodafone’s Zoo Zoo ad campaign. 4. Event Based Marketing: Sales and marketing team has to act up on situations very quickly and efficiently because events occur time and again and to cash up on is a big task. E.g. Women safety is a big issue in Delhi, especially for working women employees thus Vodafone is in pact with various organizations providing services regarding women security named [WEBTRA]

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. 9. 10. 11. 12. 13. 14.

Complaint time-to-resolution. Average number of service requests by type. Percentage compliance with service-level agreement (SLA). Revenue coming from Commercial Partners. Complaints handling (e-mail/letter). Brand image. 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.

Vodafone Complaints or escalation process If you have any complaint against any vodafone associate/ executive/ agency then you have full rights to voice your concern or file a formal complaint against it to Vodafone. 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. Steps of complaint process 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 2. Floor Supervisor/ Team Leader: Voice to complaint to supervisor available on shift and take the reference/ complaint number with name of supervisor, still if you are not satisfied with the resolution provided or you don't get any meaningful answers from floor supervisor then proceed to third level of escalation. 3. Nodal Officer: you can write or call your Regional Nodal Officer anytime during work hours. If you don't response from Nodal Officer too or if you don't feel satisfied with Nodal officer's response then you can approach

4. Appellate Authority: This is the last step for internal escalation of your complaint but still if Appellate Authority fails to provide you correct resolution then you can walk up to consumer court else TRAI can help you for same. 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. BEST CRM PRACTICE            

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

Help Line Process in Andhra Pradesh For any queries on Vodafone products or services, call Vodafone Care on +91 9885098850 from any phone or 111 from your Vodafone mobile phone anytime. For any complaints, service activation /deactivation and tariff change requests you can call 198 (toll free) from your Vodafone mobile phone Contact Address Vodafone Essar South Limited, 6th Floor, Varun Towers II, Begumpet, Hyderabad 500 016 Fax: +91- 40 27764777 Contact Email Email: [email protected]