Vodafone

Vodafone

Presented By

Denize Alphonso James JohnsonTrevor D’costa Ashwin MiltonVinita D’souza Anup GandhiGlen Gonsalves Julaius MathanaAjith Menezes

Service

Variability

Perishability

Heterogeneity

Intangibility

Characteristics of Service

Company

Employees Customers

Internal Marketing

External Marketing

Interactive Marketing

Service Triangle

Search

Experience

Credence

PerceivedService

Expected ServiceCUSTOMER

COMPANY

CustomerGap

Gap 1

Gap 2

Gap 3

External Communications to

CustomersGap 4ServiceDelivery

Customer-Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

GAP ANALYSIS

Reliability: Delivering promised network/reception and rates as promised (as commnicated for the first time, resolving issues related to their billing or service, quick response when customer care is contacted. It’s a trusted brand.

Assurance: The ability of the Vodafone executives to handle customers and their service related problems quickly and efficiently. Always courteous. Qualified to handle all customer problems. Issue is resolved within 24 hours. Ads.

Tangibility: Modern, sleek offices. Stores are located conveniently. Executives are dressed in the attractive red colour. Billing envelopes and other material is appealing.

Empathy: Executive always has customer information with them when contacted. During an emergency or when customer has an urgent requirement, priority is always given. 24 hour customer care service. Executives are patient and communicate with customers when the customer himself doesn’t know what his issue is.

Responsiveness: Offers are always communicated. Billing – one can switch easily between plans and new plans are always communicated to the customer. Customer problems are tended to and resolved immediately.

Service Quality – RATER

Zone of Tolerance

Adequate Service

What they deem acceptable

Desired Service

What they Desire

7 Ps

• Product• Price• Place• Promotion• People• Process• Physical Evidence

Company provides products like• Postpaid connections• Prepaid connections• Dialing cards• Bonus Cards• Vodafone Phone• Recharge Vouchers • Games, downloads and applications

Product

• Varied Local Calling and International Rates

• SMS Rates• Internet 3G Rates• Prepaid and

Postpaid Plans• Competitive Pricing • Discounts and

Ofers

Prices

Talk plans

ServicesRoaming rates

Price

• Payment points – Vodafone galleries, refill Cards, BEST Drop boxes, dealers

• Websites

Place

• Ads – TV, radio and print, billboards

• Social media• Telecalling• SMS marketing• Brochures

Promotions

• Satisfied employees (87 %)• Diversity and inclusive

leadership workshop• Vodafone fatality prevention

programme• Health and safety

benchmark reviews• No. of employees 2011 – 83862• 55 million pounds in

employee training programmes

People

• Customer touch points – Vodafone galleries clean, modern décor

• The colour Red – Passion towards work

Physical Evidence

• Activation procedure• Easy prepaid and

postpaid options• Customer care –

Speedy and efficient• CSE’s are multi lingual

Process

• The “Moment of truth”• Whenever a customer interacts with the firm• Critical- may determine customer satisfaction & loyalty• Types of encounters:

– Remote– Phone – Face-to-face

• Opportunity to:– Build trust, brand identity– Reinforce quality– Increase loyalty

Service Encounter

Service Encounter Cascade- Store Visit

Walk in the store

Get the token & wait for your turn

Process the request

Confirm Job Done

Walk out the Store

Common Themes in CriticalService Encounters Research

Recovery: Adaptability:

Spontaneity:Coping:

Employee responseto service delivery

system failureEg., GPRS

Employee responseto customer needs

and requestsEg., New Schemes

Employee responseto problem customers

Eg., Complaints

Unprompted andunsolicited employeeactions and attitudes

Eg., in Advance

A service blueprint visually displays the service by simultaneously depicting the process of service delivery, the roles of customers and employees.It breaks down a service into its logical components and depict the steps or tasks in the process, the means by which the tasks are executed, and the evidence of service as the customer experiences it.

A service blueprint is used both for:

1. Developing new services

2. Improving existing services

3. Training of service providers

Service Blueprint

Arrive at the store

Collect your

token & wait for

your turn

Meet the customer

Care Executive

Select your

number and plan

Collect the

Docs

Receive the

payment

Activate the connection

Give the bill

Handover the SIM

card

Record the data

in the record file on the PC

Interaction with the

server for plans &

card activation

Receive the SIM card

Leave the

store

Check for availability

Line of interaction

Line of visibility

Line of internal interaction

Service Blueprint

Service Recovery Strategies

Vodafone Service Recovery

Act Quickly

Ask for required information

Apologize if it’s a mistake

Inform the authority for the malfunction of

the system

Take cognizance of the complaint

Fail- safe the service

Encourage and track complaints

THANK YOU