Professional Documents
Culture Documents
CRM System in Vodafone
CRM System in Vodafone
CRM System in Vodafone
Management Studies
CRM System
in VODAFONE
Under guidance of Dr Chabbi Sinha Cha
SECTION 2B
Anand Tuteja-40
Ankuj Chaudhury-42
Sunil Albal-61
Nandita Katiyar- 54
Raswinder Singh-31
Rupal Nimbhorkar-33
Shoumen
Choudhury-58
AGENDA
I. Introduction – Vodafone III. Benefits to Vodafone from
a . Company Profile CRM
b . Vodafone in India IV .
c . Market Shares in V .Issues Faced in CRM
India Implementation
II. a . Program
III. Gartner ’ s Eight Building b . People
Blocks c . Processes
a . CRM Vision d . Technology
b . CRM Strategy V I.
c . Valued Customer V II. Consumer Research
Experiences
d . Collaborative V III.
Efforts IX . Best CRM Practices in the
e . CRM Process Industry
f. CRM Information
g . CRM Technology
h. CRM Metrics
I. INTRODUCTION
COMPANY PROFILE
Name VODAFONE comes from “ Voice”, “Data” & “Phone”
Largest telecom company in the world (turnover)
2 nd 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
Revenues : US $ 69 bn (2008)
Profits : US $ 6 . 75 bn (2008)
Employees : ~ 79 , 000
mportant Subsidiaries :
Vodafone UK Vodafone Spain
Vodafone Essar Vodafone Portugal
Vodafone Australia Vodafone Turkey
Vodafone Ireland Vodafone Germany
Vodafone New Zealand Vodafone Netherlands
Vodafone Egypt Vodafone Hungary
Vodafone Italy Vodafone Sweden
VODAFONE IN
2005 : INDIA
Acquired a 10 % stake in Bharti Airtel
Essar for US $ 11 . 1 bn .
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Source :
II. GARTNER’S MODEL
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 .
Essar in Metros .
Mass market PREPAID FOCUS : e.g. low value 10/- sachet recharge.
üEasy e - recharge
üPremium SMS
üRingback Tones
ACCOUNTS .
customer research .
( iv ) COLLABORATIVE EFFORTS
The program was built on 4 major
pillars :
Strategy
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 ”.
hart out an average life cycle allows it to market different services. It prospec
advertizing.
a call informing clients of the Vodafone help line & various value added servi
generated.
ss selling. Analytical module steps in, CRM has to make every attempt count since
eep churn down , Vodafone uses retention policies and loyalty processes to bring
( vi ) CRM INFORMATION
Custom analytics provide meaningful insight for
personalized customer communications & interactions . Now ,
VODAFONE can :
Ø Identify customers ’ value segments
Ø
Ø Understand customer needs and preferences
Ø
Ø Create targeted marketing & sales campaigns for
specific customer segments
Ø
Ø Monitor customer responses
Ø
Ø Apply experience to future campaigns
Ø
Ø Steer customers ’ buying behavior
( vii ) CRM TECHNOLOGY
Pricing
Price
Components
Taxes
Profile
Affiliates
Credit Profile
Org . Structure
SRs
Sales
Pipeline
Customer
Pipeline
Quantity
Pipeline
Loss Analysis
Conversion
Ratio
Profile Applications
Personal
Profile
Credit
Profile
SRs
( 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.
CALCULATING CUSTOMER LIFETIME VALUE
mr
CLV = (1+i–r)
r
Where ( 1 + i –is the
r )marginmultiple.
Margin
Multiple :
Discoun
Retention
t Rate 10% 12% 14% 16%
Rate
The main and overall result is that the new CRM solution has
helped Vodafone to REDUCE ANNUAL CUSTOMER CHURN BY ~ 7 %. ASIAN E-
BUSINESS MARKET WATCH
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THANK
YOU