Vodafone CRM System Proposal: Strategic Business Development Report

This report presents a detailed proposal for implementing a Customer Relationship Management (CRM) system within Vodafone, Australia. The document begins with a cover letter and executive summary, highlighting the need for improved customer service and reduced churn rate. It then delves into the external and internal operating environments of Vodafone, analyzing political, economic, social, technological, and environmental factors, along with innovation and monitoring aspects. The report justifies the proposed CRM system, emphasizing its benefits in terms of cost reduction, improved decision-making, enhanced services, and advanced reporting. It outlines the contributions of an information system to Vodafone's performance, including the use of balanced scorecards and efficiency improvements across multiple teams. Furthermore, it details system analysis, design, development, testing, implementation, and post-implementation activities, along with project, risk, and change management considerations. The report concludes by summarizing the key benefits and recommendations for Vodafone, emphasizing the strategic importance of CRM in enhancing customer relationships and achieving business objectives. References are included to support the analysis and recommendations presented.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
Covering letter to sponsor
To,
Mr John Noah,
CTO, Vodafone
Sydney
Subject: Proposal for up gradation of CRM
It has been taken into account that, Vodafone has been trying to provide better customer
service to users along with reducing churn rate. We are working on this in a team and we have
prepared a proposal for Vodafone.
The proposal discusses regarding various aspects of this particular project. We have been
through numerous options such as new, up gradation or custom build.
If you are free for some time in the next week, we would be able to present the provided
proposal in details which would help you to decide regarding the matter.
Regards
Vijay Rajput
General Manager- IT
TCS, Sydney

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CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
Name of Student
Name of University
Author’s Note

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Table of Contents
Introduction..........................................................................................................................4
Body.....................................................................................................................................5
External and internal operating environments.................................................................5
Opportunities provided by customer relationship management for IT............................7
Justification of the proposed system................................................................................8
Contribution of information system.................................................................................9
System analysis and system design for the intended system.........................................10
System development......................................................................................................12
System testing................................................................................................................13
System implementation.................................................................................................14
Post-implementation activities.......................................................................................15
Project management, risk management and change management.................................16
Conclusion.........................................................................................................................17
References..........................................................................................................................19

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Executive summary
Vodafone Hutchison Australia is an organization which serves the entire country with its
tele communication services. These services are used by people all over the country for various
purpose. Implementation of Customer Relationship Management would be very helpful for the
organization in improving their performances and growing their business. Vodafone follows
various business processes in order to grow their business and increase their revenue, they
frequently form deals with different organizations in order to complete certain projects or for
bringing about changes in their working principles. These changes usually are planned for the
betterment of the company in all aspects. A new system of customer relationship management
needs to be introduced in order to improve their relationship with customer along with growth in
their business. The implementation of customer relationship management systems would be
beneficial for the company because it would decrease the communication gap among the
customers and the organization. The report discusses regarding various working principles of
Vodafone and the benefits provided by Customer Relationship Management to the organization
in various ways.

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Introduction
Vodafone Australia, also known as Vodafone Hutchison Australia is an organization with
deals with mobile telecommunications; it also acts as internet service provider which is
responsible for operating the brand in Australia. The collaboration of Vodafone and Australia
with Hutchison 3G Australia has brought about great changes in the organization (Abbas,
Chachar and Bilal 2017). The main concentration of the organization being on the collaboration
and settling their working environment, it ignored the fact that along with developing working
principles, the organization also needs to concentrate on Customer Relationship management.
The vision of Vodafone is to be the leader of communications in the increasingly
connected and to enrich the lives of customers by helping individuals, communities and
businesses for being more connected in the mobile world; the mission of the company is to
enrich the lives of their customers with the help of a unique power of the mobile communication
(Ahmad, Wahit and Farid 2016). Vodafone follows various business processes in order to grow
their business and increase their revenue, they frequently form deals with different organizations
in order to complete certain projects or for bringing about changes in their working principles.
These changes usually are planned for the betterment of the company in all aspects. A new
system of customer relationship management needs to be introduced in order to improve their
relationship with customer along with growth in their business. The implementation of customer
relationship management systems would be beneficial for the company because it would
decrease the communication gap among the customers and the organization (Anshari, Alas and
Yunus 2015). This assignment provides various ways by which customer relationship

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management system can be implemented in the organization and ways by which it would be
beneficial for the company.
Body
External and internal operating environments
External operating environment includes various factors including political, economic,
social, technological, and environmental. These factors are described below in details
 Political: the political factors that are important for the operation environment of
Vodafone include labor law, political stability, trade restrictions, environmental
law, and tariff and tax policy. The organization welcomes all sort of foreign
investments or any kind of joint ventures with several local businesses. They
suggest other operators for installing own equipment in the exchange (Ascarza,
Ebbes and Netzer 2017). This specific policy had lowered the entry barrier for
organization. Numerous more licenses were issues for the new operators.
 Economic: some economic factors like interest rate, exchange rate, economic
growth and inflation rate have been a part of the operation environment of the
organization. Usually in some critical cases, customers tend to become more price
driven instead of quality driven hence the economic factors are to be considered
seriously (Bansal and Purohit 2017). The bargaining power of various bankers
tends to be stronger, getting a loan from bank becomes very difficult and they
need to pay a high rate of interest.
 Social: various social factors include age distribution, lifestyle, growth rate and
cultural aspects. In Australia the population keeps increasing because of migration

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as well as increase in birth rate (Bhaduri and Fogarty 2016). The lifestyles of
people along with the way people use electronic devices. The fact that mobile
phones are also used for web browsing, entertainment and social media has
become advantageous for Vodafone.
 Technological: numerous technological factors include rate of change in
technology, technology incentives and automation. Ways people have been using
mobile phones have changes greatly hence people usually are in need of faster
information transmission rate has become very important (Bhat and Darzi 2016).
New technologies on software as well as hardware like IP phone and video on the
demand had become a very common technology.
 Environmental: various environmental factors that belong to operation
environment of Vodafone include issues that are non-regulated in nature and
regulation of environmental protection (Brenner, Kolbe and Schierholz 2015).
Presently there has been no environmental regulation that is directly related to
their industry.
Some internal factors that belong to the operating environments are mentioned below
 Innovation: innovation is considered as the basic need of Vodafone in order to
keep up and popularize their business. This also helps them to keep up with their
numerous competitors. Innovation might be at any stage of operation like
marketing, advertisement, working principles and performance of the employees
(Clark and Bacon 2018). Promotional initiatives in fields like staff training,
marketing plan, welfare and many more can also be a part of innovation.

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Embracing various new technologies proves the best way to put up the level of
technological advancements.
 Monitoring: monitoring is also considered as an important factor that has to be
maintained by Vodafone in its operational environment. Performance of
employees needs to be monitored regularly which helps the organization to know
regarding the loop holes if any.
Opportunities provided by customer relationship management for IT
Customer relationship management would provide numerous benefits or opportunities to
various departments of the organization, some opportunities that would be provided to IT are as
follows
 Understanding customers: the implementation of customer relationship
management would help the organization to rate their level of success. This level
of success would depend on how well the organization knows its customers and
their needs (Diffley, McCole and Carvajal-Trujillo 2018). The usage of customer
relationship management would help the IT to understand the needs and
preferences of customers, it would also help the organization to know if
customers want any changes in their present working principles.
 Automation of tasks: completing a huge number of tasks in the organization by
various departments is a difficult task and remembering the tasks along with their
individual deadlines is an important task of IT, along with these filling forms,
sending reports are some additional tasks that are carried out, the usage of
customer relationship management helps in automating these task and reduces the
level of difficulty for IT.

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 Greater efficiency: the implementation of customer relationship management
would provide an opportunity to IT for concentrating on their efficiency because
it reduces their work load by automating various tasks (Fouad and Al-Goblan
2017). The increased efficiency of the IT would help them in carrying out various
tasks with more precision.
Justification of the proposed system
Customer relationship management has been chosen for implementation in Vodafone,
Australia because of numerous reasons, the implementation of customer relationship
management would also help the organization in supporting their strategic goals, the ways are
mentioned below:
Cost: the implementation of customer relationship management helps the organization to
get tons of data at a time and they are allowed to access a huge amount of data at a time Garrido-
(Moreno, Lockett and Garcia-Morales 2015). Customer relationship management would help the
organization to save a certain amount of cost incurred in the process of collecting data.
Improvement in decision making: the implementation of customer relationship
management would help the organization to improve their decision making in any of the
departments (Gu, Davis and Cao 2017). Vodafone needs to undertake numerous decisions
regarding their working strategies, working principles, recruitment, plans and many more hence
the implementation of customer relationship management would help them to take better
decisions by assuming the outcome of every decision and suggesting the one that would be more
beneficial for the organization.

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Improves services: utilization of customer relationship management is a way by which
the organization can improve its services to customers. The implementation of customer
relationship management can help the organization in providing easy as well as quick experience
which is expected by the customers (Gu, Schniederjans and Cao 2015). Along with this, it also
strengthens the relationship between organization and its customers.
Advanced reporting and analysis: in time, Vodafone would need to save tons of data
which require to be analyzed as well as accesses. Hence, it is important for the organization to
understand various things that they need to improve (Ho, Yang and Hung 2015). A good CRM
would provide them better reports which can help the organization to improve their business and
move forward.
Contribution of information system
The customer relationship management would contribute in betterment of the
organization along with improving their performance in various ways. These ways are mentioned
below
 Performance and balanced score card: balanced score card is a specific system
which accesses as well as shows the overall view regarding the performance of
the organization, this score card is generated by the implementation of customer
relationship management and it helps in determining the areas where the
organization needs to improve (Jaber and Simkin 2017). Measuring the
performance of organization on the basis of financial category is not enough,
hence customer relationship management helps in generating the score in a
balanced manner and considering every aspect.

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 Efficiency for multiple teams: if the stored communication is automated, it
would allow the organization to view calendar, emails, details regarding phone
calls and many more in a single place that would be easily accessible. Multiple
teams would also be allowed to access the data, this increases the amount of
achieved progress (Keramati and Shapouri 2016). Marketing, customer service
and sales team would be allowed to access important data regarding clients which
would be helpful in continuing the use them through the pipeline for getting
desired outcome of closing a sale or knowledge regarding new products and many
more.
System analysis and system design for the intended system
System analysis of customer relationship management includes the carrying out of
programming that would analyze data regarding customers and the result is presented in a way
that it helps to organization to facilitate as well as streamline good business decisions. Data
mining would be carried out during the process of system analysis (Krishna and Ravi 2016). It is
very important for Vodafone to interact with customers; hence it needs to turn data collected
from customers into highly useful data. This would help Vodafone to understand the needs and
requirements of customers along with having a clear communication channel with them. The
company can approach various software companies like TCS, Cognizant and many more have
numerous developed products which perform analysis of customer data. Vodafone can use
system analysis in following ways.
 Groupings of customer segmentation: Vodafone can divide customers into the
most and least likely to buy a product.

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 Customer value and profitability: the company can try learning regarding the
customers who contribute to highest profit from time to time (Kumar and
Reinartz 2018). This need the understanding of how much customers spend along
with how many resources are dedicated to that specific customer in return.
 Personalization: the ability of marketing an individual customer on the basis of
data collected from them. This needs to obtain a 360 degree view of customers.
 Tracking and measuring escalation: with the help of this, the company can
measure the problems that arise with a specific service or product in order to
eliminate the issue and achieve satisfaction of customers.
System designing can be carried out by Vodafone using various steps, these steps are as
follows
 Writing specific tasks as well as goals that the organization wants to achieve with
the help of CRM system. In order to make the process of designing more
productive, the organization would need to define the basic goal along with the
number of intermediary points for the organization’s CRM as possible (Minh
Ngo, Pavelkova and Phan 2017). Weather the organization wants to pay more
attention at keeping their present customers engaged or at acquisition of the new
customers.
 Thinking about the needs of people who would use the software: one of the best
features of CRM systems is the fact that they provide fastest communication
among various departments. Along with this the departments are allowed to use
the CRM system in the way they want to use it (Mozaheb, Alamolhodaei and
Ardakani 2015). The marketing as well as sales team requires data analysis tools,