CRM SYSTEM IN

Manga Soujanya. Kodey - 06

Sri devi. Jonnada - 45

Nazneen. Abidini - 40 Krishna Gowri. Dasari -

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 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
Source : WIKINVEST

MARKET SHARE IN INDIA

Reliance 19% Others 1% Airtel 24%

Aircel 5%

Idea 11%

Vodafone 18% Tata 9%

BSNL / MTNL 13%

Source : TRAI Report JUN09

(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 S e r v i c e s

We will make this happen in an enriching environment of trust, cooperation and mutual respect.

VODAFONES CRM PHILOSOPHY

Involving Customers as Co-innovators

(ii) CRM STRATEGY

BROAD CRM OBJECTIVES

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.

(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

(vi) CRM METRICS

1. 2. Cases closed same day. Number of cases handled by agent.

3.
4. 5. 6. 7. 8. 9.

Number of service calls.

Average time for resolution. Average number of service calls per day. Percentage of service renewals. Customer satisfaction level. (CLTV) Complaint time-to-resolution. 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.

CALCULATING CUSTOMER LIFETIME VALUE

Year 0 Number of Customers Revenue / Customer Variable Cost / Customer
100

Year 1
90 1,200 840

Year 2
80 1,320 864

Year 3
72 1,440 900

Year 4
60 1,500 912

Margin / Customer
Acquisition Cost / Customer TOTAL PROFIT Present Value
100 -10,000 -10,000

360
32,400 29,455

456
36,480 30,150

540
36,480 27,410

588
35,280 24,100

CUSTOMER CATEGORIZATION

800 2000 /- for 10 consecutive months

> 2000 /- for 10 consecutive months

< 200 /- for 10 consecutive months

200 800 /- for 10 consecutive months

III. BENEFITS ACHIEVED

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 CRM solution has helped Vodafone employees to synchronize & coordinate all customer interactions across multiple channels, including telephone, e-mail, face to face, post & fax. The CRM solution has also enabled employees to improve customer service, increase productivity and maximize revenues. The workflow automation capabilities of the CRM solution have enabled the company to manage each and every one of these calls efficiently and professionally. Sales agents are now automatically connected to customers and prospects based on product & service expertise, named account, availability and geography. They can also check the status of a calling subscribers request or inform him/her of the status of the request. Call scripting and profiling further improved agent productivity. A workflow-based user interface presents the appropriate questions and information as needed, guiding agents through a sequence of steps based on customers individual requirements.

IV. ISSUES FACED

ISSUES FACED POST IMPLEMENTATION

. TOOLS USED BY THE ORG Oracle:

Named CRM- Oracle CRM Microsoft Dynamics CRM. CRM is integrated with Vodafones 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

V. CONSUMER RESEARCH
20 Vodafone customers were surveyed. Response format chosen : 5 point likert scale RESULTS : 50% rated promptness of service at 5. Satisfaction levels were rated 5 by 65%. No. of calls before problem is sorted 1 to 2 calls by 60% > 2 calls by 20% (area of concern) 20% people complained that they were charged for services they had not subscribed.

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