Vodafone

Presented By
Denize Alphonso Trevor Dcosta Vinita Dsouza Glen Gonsalves Ajith Menezes James Johnson Ashwin Milton Anup Gandhi Julaius Mathana

Characteristics of Service

Variability

Intangibility

Service

Perishability

Heterogeneity

Service Triangle

Company

Internal Marketing

External Marketing

Employees Interactive Marketing

Customers

Search

Experience

Credence

GAP ANALYSIS
Expected Service
Customer Gap

CUSTOMER

Perceived Service
Service Delivery External Communications to Customers

COMPANY
Gap 3
Gap 1 Gap 2

Gap 4

Customer-Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

Service Quality RATER

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. Its 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 doesnt 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.

Zone of Tolerance
What they Desire

Desired Service

Adequate Service

What they deem acceptable

7 Ps
Product Price Place Promotion People Process Physical Evidence

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

Price

Varied Local Calling and International Rates SMS Rates Internet 3G Rates Prepaid and Postpaid Plans Competitive Pricing Discounts and Ofers

Talk plans

Prices
Roaming rates Services

Place
Payment points Vodafone galleries, refill Cards, BEST Drop boxes, dealers Websites

Promotions

Ads TV, radio and print, billboards Social media Telecalling SMS marketing Brochures

People
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

Physical Evidence

Customer touch points Vodafone galleries clean, modern dcor The colour Red Passion towards work

Process
Activation procedure Easy prepaid and postpaid options Customer care Speedy and efficient CSEs are multi lingual

Service Encounter
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 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 Critical Service Encounters Research

Recovery:
Employee response to service delivery system failure Eg., GPRS

Adaptability:
Employee response to customer needs and requests Eg., New Schemes

Coping:
Employee response to problem customers Eg., Complaints

Spontaneity:
Unprompted and unsolicited employee actions and attitudes Eg., in Advance

Service Blueprint
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

Receive the SIM card

Receive the payment Handover the SIM card

Leave the store

Line of interaction
Collect the Docs
Activate the connection Give the bill

Line of visibility

Record the data in the record file on the PC

Line of internal interaction

Check for availability

Interaction with the server for plans & card activation

Service Recovery Strategies

Act Quickly

Encourage and track complaints

Ask for required information

Vodafone Service Recovery Fail- safe the service Apologize if its a mistake

Take cognizance of the complaint

Inform the authority for the malfunction of the system

THANK YOU