NCRD Sterling Institute of Management Studies
prof. Iftiqar Mistry
Deepak R Gorad
I. Introduction – Vodafone
a. Company Profile
b. Vodafone in India
c. Market Shares in India
II. Gartner’s Eight Building Blocks
a. CRM Vision
b. CRM Strategy
c. Valued Customer Experiences
d. Collaborative Efforts
e. CRM Process
f. CRM Information
g. CRM Technology
h. CRM Metrics
III. Benefits to Vodafone from CRM
IV. Issues Faced in CRM Implementation
V. Best CRM Practices in the Industry
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
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
Vodafone New Zealand
Important Subsidiaries :
VODAFONE IN INDIA
BSNL / MTNL
Source : TRAI Report JUN’09
Source : vodafone.com
1 2 3 4
5 6 7 8
1st Block CRM Vision
2nd Block CRM Strategy
3rd Block Valued Customer Experience
4th Block Collaborative Efforts
5th Block CRM Process
6th Block CRM Information
7th Block CRM Technology
8th Block CRM Metrics
II. GARTNER’S MODEL
(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
We will make this happen in an enriching environment of
trust, cooperation and mutual respect.
VODAFONE’S CRM PHILOSOPHY
Involving Customers as Co-innovators
(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 :
E-recharge using SMS
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 :
Vodafone’s 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.
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.
(v) CRM PROCESS
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
(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.
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.
Aligning CRM to Vodafone’s vision and growth objectives.
Finding the right CRM managers in India.
ISSUES FACED POST IMPLEMENTATION