Vodafone Gartners Model
Vodafone Gartners Model
Vodafone Gartners Model
CRM
REPORT
ON
vodafone
submiited to submitted by
prof. Iftiqar Mistry Deepak R Gorad
AGENDA
I. Introduction – Vodafone III. Benefits to Vodafone from CRM
a. Company Profile
b. Vodafone in India
IV. Issues Faced in CRM Implementation
c. Market Shares in India
a. Program
b. People
II. Gartner’s Eight Building Blocks c. Processes
a. CRM Vision d. Technology
b. CRM Strategy
c. Valued Customer Experiences
V. Best CRM Practices in the Industry
d. Collaborative Efforts
e. CRM Process
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)
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 Source : WIKINVEST
Important 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 INDIA
2005 : Acquired a 10 % stake in Bharti Airtel
Sold back 5.6% of its Airtel stake back to the Mittals & retained 4.4%
Source : WIKINVEST
MARKET SHARE
IN INDIA Others
1%
Reliance Airtel
19% 24%
Aircel
5%
Idea
11% Vodafone
18%
Tata
9%
BSNL / MTNL
13%
Source : TRAI Report JUN’09
VODAFONE’S OFFERINGS
Global Managed
Enterprise Telecom
1 2 Device
3 Mobility
4
Central Management
Portfolio Services
Source : vodafone.com
II. GARTNER’S MODEL
1st Block CRM Vision
Mass market PREPAID FOCUS : e.g. low value 10/- sachet recharge.
Easy e-recharge
Premium SMS
Ringback Tones
Comprehensive approach across call centers, retail, internet & automated systems.
Strategy
IT COLLABORATIVE Process
EFFORTS
Culture
(v) CRM PROCESS
Vodafone’s ability to chart out an average life cycle allows it to market different
services. It prospects aggressively through advertizing.
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.
(vi) CRM INFORMATION
Custom analytics provide meaningful insight for personalized customer
communications & interactions. Now, VODAFONE can:
Create targeted marketing & sales campaigns for specific customer segments
Change Management.