Mobile Vikings
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Mobile Vikings

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Mobile Vikings through the eyes of service marketeers.

Mobile Vikings through the eyes of service marketeers.

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Mobile Vikings Mobile Vikings Presentation Transcript

  • Content
    Introducing Mobile Vikings
    CRM
    Service process
    Quality
    Human Resources
    SWOT
  • Introducing mobile vikings
  • MOBILE VIKINGS: WHAT'S in a name?
    City Life
    Mobile Internet shouldbeaccessible to everyone
    +37 000 customers
    Marketing Through Service
  • Understanding product/service, consumer and market
    Does itwork?
    FullyFocusedStrategy
    No direct competition
  • Product
    Information
    Consultation
    Payment
    Core
    Order-Taking
    Billing
    Hospitality
    Exceptions
    Safekeeping
    KEY:
    Enhancing elements
    Facilitating elements
  • Information: www.mobilevikings.com
    Order-Taking: easy procedure
    Billing: online usageoverview
    Payment:
  • Consultation:
    Hospitality: nodistancebetween MV and costumers
    Safekeeping: damagecontrol
    Exceptions: Social Media
  • Place
    Internet-Onlycompany
  • Price
    • ValueBasedPricing
    • Different price plans available
  • Promotion
    No standard promotion techniques
    Word Of Mouthstrategy
    MemberGetsMember
    Social Media
    Conversation Manager
  • process
    Core: Mobile Internet
    Non-core: SMS + Calling
    BASE
  • Physical environment
    Image = Identity
  • People
    • Welltrained frontlinestaff
    • PersonalCustomerRelationship
    • Strong community feeling
  • Customer relationship management
  • segmentation strategy
    Niche market
    Mobile Internet users
    60% of orders by mail
  • CRM SYSTEM
    Data Collection
    Data Analysis
    Data Implementation
  • The wheel of Loyalty
  • 3 sequential strategies
    Build a Foundation forLoyalty: a price plan for everyones needs
    Create Loyalty Bonds:e.g. Viking points
    ReduceChurnDrivers:
    excellent service
    easy to leavepressure
  • Why are customers loyal to Mobile vikings
    Confidencebenefits
    Socialbenefits
    Special treatment
  • Service process
  • Flowchart
  • Front and back office
    Minimal Front office
    Extended Back office
    Extra: social media
  • Service & product line
    Full Option:
    € 15
    € 25
    € 40
    Data Only
    € 12
    Data Roamingabroud
    0,50 cents/MB (in 14 countries)
  • Implemented ict
    No internet, No Mobile Vikings
    Social Media
    Mobile Apps: open source content management system
  • Service quality
  • Complaining customers
    FAQ
    Leavingcustomers:
    2%
    1,97% because of business reasons
  • Understanding Customer Responses to Service Failure
    Callingex-customers
    Poll
    Suggestionsbymembers, usingsocial media
  • Service Recovery
    Quickreaction
    Informcustomers
    Resolveproblems
    Apologies
  • quality
    Different perceptions
    High standards
    High experiencedvalue =high profit
  • The gaps model
    The Knowledge Gap
    The Policy Gap
    The Delivery Gap
    The Communication Gap
    The Perception Gap
    The Service Gap
  • Human resources
  • Employees
    Leadership
    Firm’sperspectiveonFrontline
    Role Stress in Frontline Employees
  • Cycles of Failure and Success
    Cycle of Failure
  • Cycle of Success
  • Human Resources Management
  • SWOT
  • strengths
    No competition in their niche
    Smallcustomer base
    Low prices
    Effective and fast customer service, even after hours
    Internalcommunication
  • weaknesses
    The servers can not meet demand at times
    They remain dependent on Base
    Vulnerable
  • Opportunities
    More smartphones, more mobileinternet
    Social Media
  • Threats
    Other providers see a market for mobile internet
    The servers of Base cannothandle the demand
    Base acts rather as a competitor
    The growing customer base will ask an adjustment of the service policy
  • Recommendations
    New server opportunities
    Equally high level of customer service in spite of increase of the customer base
  • QUESTIONS?