Vodafone: Customer Satisfaction and Relationship Management Report

This report provides an in-depth analysis of Vodafone's customer relationship management (CRM) strategies, focusing on customer satisfaction. It examines the challenges Vodafone faces, such as managing vast amounts of customer data and the difference between customer retention and acquisition. The report highlights key tools and techniques used by Vodafone, including the CRM life cycle model of Kalakota, decile analysis for identifying profitable customers, and the use of EBU software for communication and complaint management. The report also references several academic sources to support its findings, providing a comprehensive overview of Vodafone's approach to customer relationship management and its efforts to improve customer satisfaction.

Running head: CUSTOMER SATISFACTION
Customer Satisfaction
Name of the Student:
Name of the University;
Author’s Note:

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Customer relationship management by Vodafone
Customer
Often the purchase decision of the customers is influenced by the opinion of many other
people that surround them. It is for this reason that the company needs to properly take care of
the opinion of the customers (Willcock et al. 2018). Sometimes, it is really very tough for the
company to anticipate or understand the decisions or the behavior exhibited by the customers.
Relationship
The company has to make sure that they are being able to strengthen their strategies so
that they can maintain a proper balance between the existing customers and also the ones that
they are trying to achieve.
Issus faced
Too much data but not enough action taken
This is one of the major issues that are faced by the company. This is mainly because of
the fact that as they are going in their business managing then customers are becoming a very
tough job. The customer base is also increasing very rapidly. It is for this reason that they have to
handle a huge number of customers as well. The main problems arise due to the complexity in

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the market structure, advertising and also in the upcoming technology. It is for this reason that
they must be focusing over the techniques and the tools that the use for the CRM.
The difference between the retention and the acquisition
The firms need to realize the difference between the acquisition and the retention of the
customers. Often the firms do not have the exact idea about the customers when the customers
get attached with then firm. The customers tend to make the bulk amount of purchase when they
get attached with the firm and it is at that point of time that the firm has the least idea about the
customers. Thus, it is tough for the company to get the data from the acquisition and focus more
on the retention of the customers.
Tools and techniques used
In order to deal with these issues the company can implement some of the essential tools
and technique. One of the useful tool ha cam be used is the CRM life cycle model of Kalakota.
This model mainly comprises of three different phases. They are mainly attraction, promotion
and the maintenance.
Process Actions Focus center of the
company
Strategies
Attraction Promoting the
leadership facility so
that the services and
quality of the goods
This will help in the
process of
distinguishing
Innovation and proper
development

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and the services can
also be improved.
Promotion To make sure that the
current existing
customers of
Vodafone are getting
the best an d the
profitable services
Separation between
the services to be
modified for the
existing customers
and the new services
to be developed for
the new customers.
Reducing the cost of
the services and
improving the quality
of the services
Maintaining Customer retention
strategies. This is one
of the most important
areas for Vodafone
company so that they
do not lose their
existing customers in
their attempt of
getting the new
customers.
Adaption
It is in this phase that
the company has to
adapt to the new kinds
of technology that are
coming into the
company.
To be able to meet up
the demands of the
customers and supply
the new kinds of
products for them. In
other words, this is
the phase where
Vodafone has to
produce the new and
the innovative
products.

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Decile analysis
This is one of the most important approaches or determining amount of profitability and
the kind of sales aspects that is mainly obtained from the top segmented customers. The term
decile mainly refers to the customers that have made the strongest amount of purchases in a
certain given period of time. As Vodafone is growing on a very vast level and is operating in a
large number of countries, it is essential for the company to start this strategy. This strategy will
help the organization to make sure that they are being able to find out the exact percentage of the
customers that are responsible for making this sales.
This percentage can range from 5%, 10% or even 1 %. However it is this percentage of
customers that are responsible for making the bulk amount of purchases, almost around 80%. It
is only after the determination of this particular thing that the company will be able to find put
and also implement the new kinds of methods to deal with the customer relationship
management.
Software’s used
The new kind of software that has been installed by the company is the EBU. This is a
new kind of software that is being used by the organization to make sure that they are getting a
very good and positive communication support. One of them major aspects of CRM or the
customer relationship management is to make sure that the customer queries and requests are
properly being taken care of and managed. On the other hand, the customer base is increasing. In
order to manage the same, they have to make sure that they are taking proper care of all the
increasing customer complaints. The software called Dise3G is used to take proper care of the
customer complaints and the customer queries.

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References
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problem. arXiv preprint arXiv:1609.01107.
Ascarza, E., Ebbes, P., Netzer, O. and Danielson, M., 2017. Beyond the target customer:
Social effects of customer relationship management campaigns. Journal of Marketing
Research, 54(3), pp.347-363.
Ascarza, E., Neslin, S.A., Netzer, O., Anderson, Z., Fader, P.S., Gupta, S., Hardie, B.G.,
Lemmens, A., Libai, B., Neal, D. and Provost, F., 2018. In Pursuit of Enhanced Customer
Retention Management: Review, Key Issues, and Future Directions. Customer Needs and
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Bravo, B.S.F., Balassiano, L.K.D.A., Da Rocha, C.R.M., Padilha, C.B.D.S., Torrado, C.M.,
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Gangotra, A. and Shankar, R., 2016. Strategies in managing risks in the adoption of business
analytics practices: A case study of a telecom service provider. Journal of Enterprise
Information Management, 29(3), pp.374-399.

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Greve, G. and Schlüschen, A., 2018. From Customer Relationship Management to Influencer
Relationship Management. In Diverse Methods in Customer Relationship Marketing and
Management (pp. 80-91). IGI Global.