VODI_TheThinkTek
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It is the first Vodafone talkative virtual assistant that uses the speech recognition technology to capture an intent in a single utterance and immediately provide the answers. • It will be accessible (only for Scegli Unlimited30 subscribers) through a basic interface appearing in user’s device screen aJer the opening of the “Vodi” section in MyVodafone App. The consumer can choose his/her favourite character and change it any time.
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VODI_TheThinkTek
- 1. The Think Tek Vodafone YoUniversity Contest 2015 for Vodafone Digital Care Paola Aulisa | Antonino Ciampa | Silvia Cugno | Francesca Freschi | Francesca Pelizzola | Valeria Tamà
- 3. HI, I’M VODI AND I’M GLAD TO HELP YOU NEW SOLUTION No long lines in the storesv No neverending queues when calling operators No browsing for centuries on Internet
- 4. NEW SOLUTION Differentiate customer experience with respect to the competitors Saving on hiring Full-Time Employees within the Customer Care Saving on Office Space and related costs Increased Productivity Know-How enrichment WHY VODI FOR VODAFONE?
- 5. WHAT CUSTOMER WANTS VODI WAS BORN IN THIS WAY SilviaAntonino Efficiency Feeling of human interaction FOCUS GROUP SURVEY
- 6. GAP ANALYSIS MIND THE GAP Low Efficiency* High Efficiency High Human Interaction Low Human Interaction Social Networks Chat FAQ Video Tutorial Call Center Physical Store IVR *Efficiency means both finding the solution to problems and the speed of the service in achieving it.
- 7. TARGET WHO IS VODI TALKING TO? Once implemented, Vodafone can make Vodi a social phenomenon: LEAD USERS INNOVATORS EARLY ADOPTERS They will test Vodi Beta Version They will try the final version of Vodi They are influenced by WOM and Communication 9.3 17.4
- 8. COMMUNICATIO N LET YOUR VODI FIND THE ANSWER A specific advertisement strategy to launch Vodi will increase people’s attention on Digital Care. The benefits provided by Vodi will be communicated through: *The majority of respondents expressed their preferences towards ordinary people as testimonials of Vodafone’s commercials. 587,850 €
- 9. ACHIEVEMENTS WHO WILL TALK TO VODI? User base for Vodi and the Digital Care one year after its launch: 659,515 9,980,181 Italian population aged 15-30 33% Vodafone Market Share 75% Awareness Objective 26.7% Expected Trial Rate
- 10. MARKET SIZING & FINANCIAL FORECAST WHICH NUMBERS? 132,333.70€ = 1,939,045€ Initial Set-up and Development Costs Total Savings with IVR system Variable cost: 0.0838€/minute/customer 227,374,000 € 26% 16.4% 20% Cost of Customer Care Employees Saving Rate Percentage of Italians aged between 15-30 Percentage of Vodi users among Vodafone young customers
- 11. For any question… ask Vodi! The Think Tek Thanks You!
Editor's Notes
- Empower mobile customers Deliver immediate outcomes Free services Saving on Hiring Full-Time Employees within the customer care: Saving on Office Space: Increased Productivity Know-how enrichment
- 1.Lead user TO TEST THE BETA VERSION Innovators (9.3%) THE FIRST TO TRY THE PRODUCT 3. Early adopters (17.4%) INFLUENCED BY WOM To overcome the chasm between early adopters and early majority, Vodafone can make Vodi become a social phenomenon. A consistent and focused communication will be necessary as well. Considering the fact that the RELATIVE ADVANTAGE is high, because the concept offers consumers’ only benefits, without the need of paying an extra fee for receiving it and that complexity is medium-low , because the service will have an user-friendly interface and its usage will be intuitive, avoiding the consumers to incur learning costs. Moreover, users have experienced similar technologies, which are already available in the market (e.g. Siri).
- The advertising campaign, named “Let your Vodi find the answer”, is addressed to young people and its main purpose is to inform them about how Digital Care and Vodi work. Tv advertisement, Youtube commercials Facebook and other social network Testimonials: ordinary people TV commercials: slots with the highest traffic of the target segment, on the major national channels from January to March 2016. COST=137,850€ Facebook advertisement: use of a banner from January to December 2016. COST=10,000€ YouTube advertisement: TrueView in Stream from December 2015 (one month before the launch of the new service) to January 2016 (first month after the launch). COST=80,000€
- The advertising campaign, named “Let your Vodi find the answer”, is addressed to young people and its main purpose is to inform them about how Digital Care and Vodi work. Tv advertisement, Youtube commercials Facebook and other social network Testimonials: ordinary people TV commercials: slots with the highest traffic of the target segment, on the major national channels from January to March 2016. COST=137,850€ Facebook advertisement: use of a banner from January to December 2016. COST=10,000€ YouTube advertisement: TrueView in Stream from December 2015 (one month before the launch of the new service) to January 2016 (first month after the launch). COST=80,000€
- Empower mobile customers Deliver immediate outcomes Free services Saving on Hiring Full-Time Employees within the customer care: Saving on Office Space: Increased Productivity Know-how enrichment