Vodafone Case Essay Example for Free

Vodafone Case EssayThe UK mobile telecommunications market is one of the most warring in the world and, as a consequence, customer attrition or churn is high. In 2005, as part of a strategy to build on its market leadership, Vodafone UK began the quest for a opponent erudition tool that would help its sales advisors reduce customer attrition and secure new sales. Vodafone wanted a service that would deliver timely, accurate information on the tariffs, deals and handsets being offered by its competitors to the employees that need it most the customer facing staff. After a rigorous psychoanalysis of competitor intelligence offerings from over a dozen providers, Vodafone UK selected CInergys intensify Intelligence. The service delivers same day market tracking and analysis of tell competitor information from other mobile operators, study retailers and mobile virtual network operators.Quarter by fag end reduction in churn mensur fit mitigatements in conversion rates Integr ation with retention and sales strategy Easy deployment with minimal impact on IT/CRM systems Partnership approach to implementation and educateThe Ch each(prenominal)engeWith thousands of tariff, handset and offer combinations available in the market, keeping contact centre advisors up to date can seem an impossible task. Vodafone UK recognised this take exception and identified that it required a competitor intelligence tool that would help it to retain existing contract customers, notably at time of contract renewal, and earn more new customers. The company had initially con emplacementred developing its own solution, but had soon found that this would have been excessively costly both in pecuniary terms and in the amount of resource required and identified that this was not its core area of expertise. Vodafone UK also found that there was a dearth of competitor data that was comprehensive and accurate enough for advisors to rely on during high pressure customer negotiations. The company therefore sought a partner which mute the specific challenges of the mobile telecoms market and which could apply that expertise to the data it delivered.Business Objectives This has been an excellent implementation for CInergy, and Vodafones innovation and dedication to the take care has enabled it to achieve truly good results from the CInergy AI system. Brian Boroff, MD, CInergy International Vodafone UKs brief was that it wanted to understand its matched landscape more clearly, to enable it to respond quickly and effectively to customer requests and to ensure that it had a clear picture of how its offers stacked up against the competition. Specifically, the company wanted this information to be available not just to the precaution and marketing functions, but directly to advisors in its contact centres who deal with customers day to day. The company also wanted a system that would not have major implications for its IT platforms and which could be integrated into the existing desktops used by contact centre advisors, complete with Vodafone corporate branding. Finally, Vodafone UK needed an expert in the field that could provide kibosh to end support from designing the service, through to delivery, advisor training and rollout across the organisation.The Solution CInergy AICInergy had already developed its Accelerated Intelligence (AI) competitor intelligence platform for the mobile telecoms market at the time that Vodafone issued its RFP in 2005. By designing an appropriate interface and tailoring specific service modules to meet Vodafones postulate, CInergy was able to meet the criteria detailed in the RFP and to deliver a fully working system in a very short timeframe. After a successful trial, the service was rolled out to the majority of Vodafones contact centre community around the UK during 2006. Key features of Vodafone UKs implementation of CInergys AI include Comprehensive tariff and promotion monitoring Handset / device trac king with up to date pricing from all major competitors On demand, side by side comparisons of different deals, tariffs and handset options Expert analysis and scripted points that enable Vodafone sales advisors to demonstrate why were better Fully mark interface to match VodafoneUKs Intranet Reliable, accurate data analysed by teams with mobile telecoms knowledge A hosted, secure platformDelivering Accelerated IntelligenceVodafone and CInergy worked closely in concert to ensure that Accelerated Intelligence would deliver optimum benefits in terms of alterd customer retention and sales. This partnership approach has enabled Vodafone to achieve a swift return on its investment. The company has found that its levels of churn have decreased as more sales advisors pay back familiar with the system and are able to integrate the CInergy AI functionality and information into their acquisition and retention processes. CInergy supported Vodafone in the development and delivery of inductio n training on Accelerated Intelligence for all contact centre advisors with access to the system.Now that the system is in use, short refresher sessions delivered in the weekly advisor meetings ensure that all advisors are unplowed up to date as new features are introduced. Since CInergy AI was launched in 2006, CInergy has worked with Vodafone to implement two major upgrades to the system, as rise as providing regular enhancements to the interfaces, functionality and database bailiwick based on feedback from the advisors who use CInergy AIevery day.Since weve started using the system, it has contributed to a fall in our churn rates quarter by quarter, ensuring we remain highly competitive in the UK market. John Coulstock, Senior Manager, Vodafone UKThe ResultsAs John Coulstock, a senior manager at Vodafone, explains, We launched Accelerated Intelligence in Q3 2006 and it is presently in use by a large number of our contact centre advisors. Since weve started using the system, it has contributed to a fall in our churn rates quarter by quarter, ensuring we remain highly competitive in the UK market. Weve found that the more our agents use the system, the more sales they are able to close. The CInergyAI application has become an integral part of our customer retention and sales strategy.Vodafone has now renewed its contract with CInergy for an extended term. CInergys AI service has delivered a range of benefits to Vodafone including A contribution to a reduction in contract churn since its launch in Q3 2006 Improvement in the rate of saves in consumer and enterprise customer bases lessening in call handling time Increased ability to set deals in a market context leading to better acquisition instruction execution Improvements in operational efficiency by eliminating onerous, manual data collection Improved reporting, trend prediction, forecasting and analysis Clear understanding of competitor offerings to improve key pricing messages in advertising, dealer negotiations and channel marketingCInergy AI Content Modules CInergys AI is a powerful platform which is modular to suit the needs of todays mobile operators Tariff and price tracking Detailed handset and device information Channel specific deals and advertising Source Vodafone KPIs, December 2007CInergys Accelerated Intelligence has contributed to a 18.6% reduction in churn since its launch in Q3 2006. As Brian Boroff, MD of CInergy concluded, This has been an excellent implementation for CInergy, and Vodafones innovation and dedication to the project has enabled it to achieve very good results from the CInergy AI system.Vodafone UK Contract Churn Within OneYear of CInegy Al RolloutAbout Accelerated IntelligenceCInergys Accelerated Intelligence(AI) puts competitive information into the hands of customer facing teams, enabling them to counter competitive offers and achieve higher retention and sales performance. The service enables service providers to significantly improve the numb er of sales theyclose in a single call, helping to drive down the cost of customer acquisition and retention as well as improving revenues. Accelerated Intelligence is proven in the UK mobile telecom space having worked with four of the UKs main network operators, delivering an average additive customer save rate of 1.59% and reduction in call handling time of 22 seconds. CInergy International was set up in 2003 to deliver customer acquisition and retention solutions to providers of mobile and fixed telecom, broadband and digital television services. About Vodafone UKVodafone UK has 18.4 million customers and is part of the worlds largest mobile community offering a total range of voice and data communications. The company is committed to providing mobile solutions that allow both consumer and business customers to make the most of now. Vodafone customers can now use internet on your Mobile to view and navigate web pages and their favourite sites such as YouTube, eBay and the BBC . In addition, Vodafone connects customers across the globe with roaming agreements worldwide. It provides 3G roaming in 29 countries and offers great roaming prize with Vodafone Passport.