mobile vikings
DESCRIPTION
Mobile Vikings through the eyes of service marketeers.TRANSCRIPT
CONTENT
• Introducing Mobile Vikings
• CRM
• Service process
• Quality
• Human Resources
• SWOT
INTRODUCING MOBILE VIKINGS
MOBILE VIKINGS: WHAT'S IN A NAME?
• City Life
• Mobile Internet should be
accessible to everyone
• +37 000 customers
• Marketing Through
Service
UNDERSTANDING PRODUCT/SERVICE,
CONSUMER AND MARKET
• Does it work?
• Fully Focused Strategy
• No direct competition
PRODUCT
Core
Information
Consultation
Order-Taking
Hospitality
Payment
Billing
Exceptions
Safekeeping
Enhancing elements Facilitating elements
KEY:
• Information:
www.mobilevikings.com
• Order-Taking: easy procedure
• Billing: online usage overview
• Payment:
• Consultation:
• Hospitality: no distance
between MV and costumers
• Safekeeping: damage control
• Exceptions: Social Media
PLACE
• Internet-Only company
PRICE
• Value Based Pricing• Diff erent price plans
available
PROMOTION
• No standard promotion
techniques
• Word Of Mouth strategy
• Member Gets Member
• Social Media
• Conversation Manager
PROCESS
• Core: Mobile Internet
• Non-core: SMS + Calling
• BASE
PHYSICAL ENVIRONMENT
• Image = Identity
PEOPLE
• Well trained frontline staff
• Personal Customer
Relationship
• Strong community feeling
CUSTOMER RELATIONSHIP MANAGEMENT
SEGMENTATION STRATEGY
• Niche market
• Mobile Internet users
• 60% of orders by mail
CRM SYSTEM
• Data Collection
• Data Analysis
• Data Implementation
THE WHEEL OF LOYALTY
3 SEQUENTIAL STRATEGIES
• Build a Foundation for Loyalty: a price plan for everyones needs
• Create Loyalty Bonds: e.g. Viking points
• Reduce Churn Drivers:–excellent service–easy to leave pressure
WHY ARE CUSTOMERS LOYAL TO MOBILE
VIKINGS
• Confi dence benefi ts
• Social benefi ts
• Special treatment
SERVICE PROCESS
FLOWCHART
Customer calls customer service
Computer program used to recognize customer
No distance between Mobile Vikings and customer
Problem solving
FRONT AND BACK OFFICE
• Minimal Front offi ce• Extended Back offi ce • Extra: social media
SERVICE & PRODUCT LINE
• Full Option: – € 15
– € 25
– € 40
• Data Only– € 12
• Data Roaming abroud– 0,50 cents/MB (in 14 countries)
IMPLEMENTED ICT
• No internet, No Mobile
Vikings
• Social Media
• Mobile Apps: open source
content management
system
SERVICE QUALITY
COMPLAINING CUSTOMERS
• FAQ
• Leaving customers:
–2%
–1,97% because of business
reasons
UNDERSTANDING CUSTOMER RESPONSES TO SERVICE
FAILURE
• Calling ex-customers
• Poll
• Suggestions by members,
using social media
SERVICE RECOVERY
• Quick reaction
• Inform customers
• Resolve problems
• Apologies
QUALITY
• Diff erent perceptions
• High standards
• High experienced value
=high profi t
THE GAPS MODEL
• The Knowledge Gap• The Policy Gap• The Delivery Gap• The Communication Gap• The Perception Gap• The Service Gap
HUMAN RESOURCES
• Employees
• Leadership
• Firm’s perspective on
Frontline
• Role Stress in Frontline
Employees
• Cycles of Failure and Success–Cycle of Failure
• Cycle of Success
• Human Resources Management
SWOT
STRENGTHS
• No competition in their niche
• Small customer base
• Low prices
• Eff ective and fast customer
service, even after hours
• Internal communication
WEAKNESSES
• The servers can not meet
demand at times
• They remain dependent
on Base
• Vulnerable
OPPORTUNITIES
• More smartphones, more mobileinternet
• Social Media
THREATS
• Other providers see a market for mobile internet
• The servers of Base can not handle the demand
• Base acts rather as a competitor
• The growing customer base will ask an adjustment of the service policy
RECOMMENDATIONS
• New server opportunities• Equally high level of
customer service in spite of increase of the customer base
QUESTIONS?