NCRD Sterling Institute of Management Studies

CRM
REPORT
ON

vodafone

submiited to
prof. Iftiqar Mistry

submitted by
Deepak R Gorad

AGEND
A
I. Introduction Vodafone
a. Company Profile
b. Vodafone in India
c. Market Shares in
India

II. Gartners 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
a. Program

b. People
c. Processes
d. Technology

V. Best CRM Practices in the

Industry

I. INTRODUCTION
COMPANY PROFILE
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
WIKINVEST
Important
Subsidiaries :

Vodafone UK
Vodafone Essar
Vodafone
Australia
Vodafone Ireland
Vodafone New
Zealand Vodafone
Egypt Vodafone
Italy

Source :

Vodafone Spain
Vodafone Portugal
Vodafone Turkey
Vodafone Germany
Vodafone
Netherlands
Vodafone Hungary
Vodafone Sweden

VODAFONE IN INDIA
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

MARKET
SHARE
IN INDIA

Relian
ce
19%

Aircel
5%

Othe
rs
1%

Airtel
24%

Idea
11%

Vodafone
18%

Tata
9%

BSNL /
MTNL
13%
Source : TRAI Report

JUN09

VODAFONES OFFERINGS

Enterprise
Cen1tral

Telecom
Manag2eme
nt

Mobile
Mo5ney
Transfer

Vodafone
Mo7bile
Connect
Vodafone
6
Li ve

Vod9afo
ne
Passport

Global
De3vice
Portfolio

Vodafone
Free1d0om
Packs

Vodafone At
1 1
H o me

Managed
Mob4ilit
y
Services
Vodafone
Conn8ect
to Friends
Vodafone
M1e2dia
Systems

Source :
vodafone.com

II. GARTNERS
MODEL
1st Block

CRM Vision

2nd Block

CRM Strategy

3rd Block
4th Block

Valued Customer Experience

Collaborative Efforts

5th Block

CRM Process

6th Block

CRM Information

7th Block

CRM Technology

8th Block

CRM Metrics

Snapshot

(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
C o n s i s t e n c y
R e l i a b i l i t y
F l e x i b i l i t y
R e s p o n s i v e n e s s
I n n o v a t i v e

Services

We will make this happen in an enriching

environment of trust, cooperation and
mutual respect.

VODAFONES

CRMPHILOSOPHY

Involving Customers as Coinnovators

(ii) C
RM
BROAD CRM
OBJECTIVES
STR
ATE
GY

Enrichi
ng
Service
Experi
ence

VODAFONES
CUSTOMER
STRATEGY
IN INDIA

(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 :
Easy e-recharge

E-recharge using SMS

Premium SMS
Ringback Tones
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) COLLABORATIV
E EFFORTS
The program was built on 4 major pillars :

Strate
gy

Proces
s

IT
COLLABORATIVE

EFFORTS

Cultur
e

(v) CRM PROCESS

Vodafones 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.
Vodafones 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.

(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

(vii) CRM
TECHNOLOG
Y

(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.

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 Vodafones vision and growth

objectives.
Finding the right CRM managers in India.

THANK
YOU