Customer Relation Management

in the Vodafone Group

Published: 23, March 2015

Vodafone Group is a universal telecommunications corporation having

headquarter is in London, U K . Vodafone is the world's biggest mobile
phone company by revenue is measured and the measured world's
2nd-largest of participants after China Mobile. Till November 2010
they have a customer over 341 million. It operates over more than 30
countries and in over 40 countries they are network partners.
It have a share of 45% of Verizon Wireless, which is the largest mobile
phone company in the United States has in terms of subscribers.
Vodafone name derived from the word Voice data fone which mean
"imitate the condition of voice and information services via mobile
phone. It is listed in London stock exchange as a primary listing and it
is a essential component of 100 FTSE index.
. It had a market capitalization of around 92000000000 from
November 2010. In London stock exchange it is third largest company
and in NASDAQ it also listed as Secondary(Bond 2010).

Customer Relation Management

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Traditional marketing strategies determined related to 4th Ps i.e.

place, product, price, promotion. Which help them to boost their
market shares.. Its main worries were to raise transaction of volume
between the vendor and Customer. A good measure is considered
when volume of transaction performs well in marketing policies and
strategies(Finnegan & Currie n.d.).
For further growing transaction volume Customer relation
Management is business tactics that is used. Main objective of these
strategies is used to increase profit, revenue, customer satisfaction.
Company used different tool like technologies and procedure to
promote customer relationship to increase sale and it help them
achieve CRM.
Customer Relation has three Components
Customer
Relationship
Management
Customer: The customer is the only source of profit and future growth.
But with a good customer, providing more gain less Resource is
scarce, because customers are informed and the competition is
strong.

Sometimes it is complicated to discriminate who the actual Customers

because the purchase decision is often a joint activity Surrounded by
the participants in the
process of process of making decision. Information technologies have
a capability to distinguish and supervise customer.CRM can be used
as a marketing approach designed based on information of customer.
4
Relationships: The ongoing relationship between a company and its
customers of two-way communication and interface. The association
can be short or long term, continual or repeated or only and
Compounds, attitude or behaviour. Even if the customers approach
optimistic towards the company as well as its goods, their purchase
behaviour depends largely on the situation.
For example, the purchase behaviour of the airline tickets depending
on if a person buys tickets for a business trip or family holiday. CRM
involves the management of this relationship is so beneficial and
mutually favourable.
Management - In marketing Department CRM is not just an activity
. On the other hand, the constant changes in corporate culture and
processes. The information contained in the knowledge of the
business of content will transform leads to the activities that take
advantage of opportunities and market information. CRM need a
complete change in the association and its people.
Includes support for specialized management software:
Field service,
E-Commerce by
Application for Self-service
Management for Catalog,
Presentation of Bill

 Marketing programs
Analysis applications (Gray & Byun 2001).
CRM overall process and application are based on following
Fundamental
Treat customers independently
Retain information of customers and take care of them individually.
CRM is basely based on belief of personalization. Personalization
means the "satisfied and be of service to customers designed for
customers Attitudes and behaviour and offers individually
Convenience for the customer and increases the expenditure of the
change Provider.
Win bind and customer loyalty through private relationships. If
personalization had happen then a company must continuously made
their associations with their customers. Constant contacts with
customers can especially if they fulfil the needs of customer's
preferences and generate customer loyalty(Becker et al. 2008).
Choose "good" consumers instead of "bad "based on customer
lifetime price. Find and book the right customers to generate profits.
By differentiating a company can award its limited resources to
achieve higher returns. The best consumers deserve best customer,
service should be deleted worst customers.

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5
The main benefits of CRM services are
Increase the body's ability to keep and win customers and maximize
the value of the life of each client
Improve the service free of charge of service.
Some of these benefits can be measured and that others can't. CRM
consists of four continuous processes Each process offers significant
advantages for organization. These advantages, sales, Marketing and
service operation should work mutually(KO et al. 2007).

Theory of CRM

Gartner CRM characterized [16], a common problem for companies

and scientists [10]. Markets CRM, CRM Company: By Romano and
Fjermestad research on CRM in five major areas which do not exclude
each other Models of knowledge management, CRM Technology,
CRM and human factors. These five research areas influence each
other and also the process, practice and the result of the acquisition of
CRM is not yet known, that the success of CRM initiatives of the
organization.
Integration of the clients, organization and IT strategy is the key to the
achievement of CRM. Hewson and McAlpine supporter that the CRM
application is other eight groups of risk management information
systems. Risks (1) the prevailing characteristics of the residents of the
sale involve the main users (2) the complication of industry processes,
a series of CRM (3) the rapid changes in the environment, the use of
the political system (5) Multimedia techniques CRM (6) the lack of a
method established for the implementation (7) the recovery of loans
(8)'s access needs. Roh and his partner say that following the
process, the quality and the support of the system are main factors in
CRM. Cannon said [4] that causes inadequate planning of CRM.
CRM project implementation problem, while Cavaye and Davenport
stress that business processes must be aligned to meet the need of
the system users. CRM success has also been measured in terms of
the efficiency of business processes appropriate strategy formulation,
customer satisfaction as well as system design perspective.
Review of prior research indicates that the management of
development (the fit between organisational strategy and CRM
strategy), technology (ubiquitous access points to users and
management of the technology deployment and usage) and
information (management knowledge generated from the information)
seem to be the crucial factors of CRM success.
In addition, there is indication that ability to address the environmental
factors resident outside the organisation also impacts the successful

deployment and usage of CRM. It is evident that inconsistencies in

prior studies on CRM success have been found because they have
addressed one or the other factors of people, process and/or
technology. A comprehensive view of the entire set of factors and their
effective management seems to be missing. In order to enhance the
understanding, we therefore
need a framework that the entire space that impacts a system's
deployment and usage(OU 2009).

.
Now we talk about CRM in Vodafone Company
Following are task which need to perform to achieve CRM in Vodafone
they are as follows
Customer Identification - To provide significance to our customers, the
company has to know or determine their customer from different
marketing channels, dealings and time interactions.
2. Customer differentiation - Each client has its own value of life from
the perspective of the company and each buyer imposes demands
which are unique and their different Company requirements.
3. Customer Interaction - Customer wants change all over time. From
a perspective of CRM, the continuing profitability of customers and
their relationship with the company is very important. Therefore,
knowing the client company continuously and to track performance
and customer needs are an important Task for CRM.
4. Customization or Personalization - "Treat every customer
differently" is the slogan of the whole process of CRM. By
personalizing the customer Satisfaction Company can increase loyalty
to their company(Agrawal et al. 2009).

E CRM and It use in Vodafone

E-CRM describes a wide variety of technologies used to maintain the

CRM strategy. E-CRM is also occasionally referred to as Web-enabled
or
CRM and was from this perspective, e-CRM, Forrester Research has
been defined as "web centric approach is used to synchronize
customer relationship between the communication channels along
with business functions and also for the public. LeeKelley et al.
Highlight the relation have lack of literature in this area suggests, and
a working definition "Building for marketing activities, tools and
techniques as the Internet, including Web mail worldwide chat rooms
offered e-forums, etc. to find a purpose, and long-standing customer
relationships to develop their individual potential to improve" from eCRM.

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The objective of e-CRM systems is to improve service to customers,

retain valued customers and contribute to analysis capabilities within
an organization's CRM applications take full advantage of
technological innovations to raise their capacity and analysis of data
on the habits of Internet users construe customer behaviour, grow
predictive models that respond in a timely and capable personalized
communications and provide high quality products and services to
individual consumers. By using technology to increase the interaction
with business customers can have a degree view of customer
interactions from the past to optimize future learning. It is also the
infrastructure that enables the definition and
increases, correct to motivate the value for the customer and the
means by which valuable customers to remain loyal.
E CRM is to synchronize helped Vodafone, coordination of all
interactions with customers through multiple channels and telephone
Fax email put face to face as a E CRM solution has also enabled the
personnel of the customers to improve productivity and maximize the
capabilities of the automation of workflow services revenue the E
CRM has the company been allows you to manage each and every
one of these calls. Efficient and professional. Sales are now connect
automatically to the current and potential clients on the basis of and
knowledge of services and the availability of the product called
Geography. They the status of a call, or may subscribers request
him/her information on the status of applications scripts and so-called
agents productivity of profiles to further improve.
ECRM help to Ideas practices for individual analysis and personalized
communication interactions buy Vodafone can identify segments of
the relationship with the client to understand.
The needs and preferences and create targeted marketing special
offers certain segments of customers.

Monitor customer feedback the application of the lessons for future

campaigns customers shopping guide behaviour.
The levels of service to the customer are for the introduction and
development of relations. Needs of management processes and
existing methods are offered in the service changes and improve the
quality of service for customers.
This is an important area to develop relations with clients in the long
term. This requires that the management the ability to recognize that
customers are important to the company and then be able to ensure
that their needs are different. This allows them to communicate
properly with the client.
Continuous interaction with customers are required to continue
the development of activities in the long term relationship. This
requires new methods and communication techniques, such as the
use of email, SMS and other developed technical(Q. Chen & H. M.
Chen 2003).

6 E in E-CRM
The "e" in e-CRM is not only a synonym for "electronic", but you can
see that many other connotations. Although the core of integration is
the channel e-CRM section and the Organization of the six "e: e-CRM
in alternative decisions may be under channels based e-CRM
problems and impact other factors, e-CRM e six" explained briefly
below""
1. Electronic channels: new electronic channels like the Internet and
personal
E-mail address must be the means for fast, interactive and cost
Communication professions difficult to keep pace with this increase in
speed.
e-CRM is nourished by these electronic channels.

2. Enterprises: Playing with a partnership with CRM tools and eLearning

Customer satisfaction through sales and service, the occupier
Need to recognize and evaluate customer behaviour.
3. Empowerment: E-CRM strategies should be structured so that
consumers
Well, the power to decide when and how Company during this
channel, how often. ECRM solution must the reasons for the current
use, relevant and useful understands in return for their attention.
4. Economics: A e-CRM strategy should ideally focus on the customer
the economy, which has good asset distribution decisions, focus on
offer people with communication, a high-quality service for customers
initiatives.
5. Evaluation- The economy of the customers is the ability of an
Enterprise and evaluation of knowledge-based interactions between
the behaviour of users
Development of multi-channel customers, and compare the expected
return on investment and Real income customers reporting
analysis(Suresh 2002).

The challenges of e-CRM

Decide with customer interaction eCRM readers about the nature and
duration of contact allowed. Creating the capacity for intimacy with
clients is limited and confidence can be difficult. In the face of online
channel management company with the fact that more choice creates
ease for customers and compete with one click is there is no second
chance to recover from errors in these remote channels Architecture
and data integration challenges for organizations to adopt e-CRM
technology available(Kennedy 2006).

Conclusion
Implementation of CRM in short-term success must reorganize its
client and change the mindset of the organization. When CRM works,
helps to resolve this problem interference problem all together and the
approach of the Organization of the consumer. Like all tactical
initiatives, CRM requires dedication and considerate across the
enterprise, not only in marketing. In general, add a sense of
expectation and the loyalty that instilled in the customer and the
growth of a connection break-up between the company and the
consumers of the stiff competition. Business decisions based on
reliable and comprehensive information on its customers are very
difficult to play competitors and create a sustainable economical
advantage (Suresh 2002).
Word Count - 2400

Bibliography/ Reference list

Agrawal, R. et al., 2009. A Report on Vodafone Essar India and their
CRM practices. USCUSTOMER RELATIONSHIP MANEGEMENT.
Available at: http://210.212.115.113:81/Mukesh%20Chaturvedi/CRM
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[Accessed March 24, 2011].
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Bond, S.J., 2010. Vodafone Anual report 2010. Available at:
http://www.vodafone.com/content/dam/vodafone/investors/annual_rep
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Chen, Q. & Chen, H.M., 2003. EBSCOhost: Exploring the success

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[Accessed March 26, 2011].
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