The UK mobile telecommunications market is one of the most competitive 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 competitor intelligence 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 analysis of competitor intelligence offerings from over a dozen providers, Vodafone UK selected CInergy’s Accelerated Intelligence™. The service delivers same day market tracking and analysis of key competitor information from other mobile operators, major retailers and mobile virtual network operators.
Quarter by quarter reduction in churn Measurable improvements in conversion rates Integration with retention and sales strategy Easy deployment with minimal impact on IT/CRM systems Partnership approach to implementation and training
With 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 challenge 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 attract more new customers. The company had initially considered developing its own solution, but had soon found that this would have been excessively costly both in financial 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 understood the specific challenges of the mobile telecoms market and which could apply that expertise to the data it delivered.
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Vodafone case study
Business Objectives “This has been an excellent implementation for CInergy, and Vodafone’s innovation and dedication to the project has enabled it to achieve very good results from the CInergy AI™ system”. Brian Boroff, MD, CInergy International Vodafone UK’s brief was that it wanted to understand its competitive landscape more clearly, to enable it to respond swiftly 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 management 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 end to end support from designing the service, through to delivery, advisor training and rollout across the organisation.
The Solution: CInergy AI™
CInergy 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 Vodafone’s needs, 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 Vodafone’s contact centre community around the UK during 2006. Key...