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Mobile Vikings

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Mobile Vikings through the eyes of service marketeers.

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Mobile Vikings

  1. 1.
  2. 2. Content<br />Introducing Mobile Vikings<br />CRM<br />Service process<br />Quality<br />Human Resources<br />SWOT<br />
  3. 3. Introducing mobile vikings<br />
  4. 4. MOBILE VIKINGS: WHAT'S in a name?<br />City Life<br />Mobile Internet shouldbeaccessible to everyone<br />+37 000 customers<br />Marketing Through Service<br />
  5. 5. Understanding product/service, consumer and market<br />Does itwork?<br />FullyFocusedStrategy<br />No direct competition<br />
  6. 6. Product<br />Information<br />Consultation<br />Payment<br />Core<br />Order-Taking<br />Billing<br />Hospitality<br />Exceptions<br />Safekeeping<br />KEY:<br />Enhancing elements<br />Facilitating elements<br />
  7. 7. Information: www.mobilevikings.com<br />Order-Taking: easy procedure <br />Billing: online usageoverview<br />Payment: <br />
  8. 8. Consultation: <br />Hospitality: nodistancebetween MV and costumers<br />Safekeeping: damagecontrol<br />Exceptions: Social Media<br />
  9. 9. Place<br />Internet-Onlycompany<br />
  10. 10. Price<br /><ul><li>ValueBasedPricing
  11. 11. Different price plans available</li></li></ul><li>Promotion<br />No standard promotion techniques<br />Word Of Mouthstrategy<br />MemberGetsMember<br />Social Media<br />Conversation Manager<br />
  12. 12.
  13. 13. process<br />Core: Mobile Internet<br />Non-core: SMS + Calling<br />BASE<br />
  14. 14. Physical environment<br />Image = Identity<br />
  15. 15. People<br /><ul><li>Welltrained frontlinestaff
  16. 16. PersonalCustomerRelationship
  17. 17. Strong community feeling</li></li></ul><li>Customer relationship management<br />
  18. 18. segmentation strategy<br />Niche market<br />Mobile Internet users<br />60% of orders by mail<br />
  19. 19. CRM SYSTEM<br />Data Collection<br />Data Analysis<br />Data Implementation<br />
  20. 20. The wheel of Loyalty<br />
  21. 21. 3 sequential strategies<br />Build a Foundation forLoyalty: a price plan for everyones needs<br />Create Loyalty Bonds:e.g. Viking points<br />ReduceChurnDrivers:<br />excellent service<br />easy to leavepressure<br />
  22. 22. Why are customers loyal to Mobile vikings<br />Confidencebenefits<br />Socialbenefits<br />Special treatment<br />
  23. 23.
  24. 24. Service process<br />
  25. 25. Flowchart<br />
  26. 26. Front and back office<br />Minimal Front office<br />Extended Back office <br />Extra: social media <br />
  27. 27. Service & product line<br />Full Option: <br /> € 15<br /> € 25<br /> € 40<br />Data Only<br /> € 12<br />Data Roamingabroud<br /> 0,50 cents/MB (in 14 countries)<br />
  28. 28. Implemented ict<br />No internet, No Mobile Vikings<br />Social Media<br />Mobile Apps: open source content management system<br />
  29. 29. Service quality<br />
  30. 30. Complaining customers<br />FAQ<br />Leavingcustomers: <br />2%<br />1,97% because of business reasons<br />
  31. 31. Understanding Customer Responses to Service Failure<br />Callingex-customers<br />Poll<br />Suggestionsbymembers, usingsocial media<br />
  32. 32. Service Recovery <br />Quickreaction<br />Informcustomers<br />Resolveproblems<br />Apologies<br />
  33. 33.
  34. 34. quality<br />Different perceptions<br />High standards<br />High experiencedvalue =high profit<br />
  35. 35. The gaps model<br />The Knowledge Gap<br />The Policy Gap<br />The Delivery Gap<br />The Communication Gap<br />The Perception Gap<br />The Service Gap<br />
  36. 36. Human resources<br />
  37. 37.
  38. 38. Employees<br />Leadership<br />Firm’sperspectiveonFrontline<br />Role Stress in Frontline Employees<br />
  39. 39. Cycles of Failure and Success<br />Cycle of Failure<br />
  40. 40. Cycle of Success<br />
  41. 41. Human Resources Management<br />
  42. 42. SWOT<br />
  43. 43. strengths<br />No competition in their niche<br />Smallcustomer base<br />Low prices<br />Effective and fast customer service, even after hours<br />Internalcommunication<br />
  44. 44. weaknesses<br />The servers can not meet demand at times<br />They remain dependent on Base<br />Vulnerable<br />
  45. 45. Opportunities<br />More smartphones, more mobileinternet<br />Social Media<br />
  46. 46. Threats<br />Other providers see a market for mobile internet<br />The servers of Base cannothandle the demand<br />Base acts rather as a competitor<br />The growing customer base will ask an adjustment of the service policy<br />
  47. 47. Recommendations<br />New server opportunities<br />Equally high level of customer service in spite of increase of the customer base<br />
  48. 48. QUESTIONS?<br />

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