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

VODAFONE CRM MODEL

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

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 in Travelling Connects

reward program (service that manages customer loyalty for international

telecommunication companies).

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

• 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 Non-

Voluntary

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. 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.

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: vodafonecare.ap@vodafone.com