- Telecom

Report
CUSTOMER RETENTION
STRATEGIES
Ms Memory Ndoro-Mandiya
Marketing & Sales Director
NetOne Cellular (Pvt) Ltd
Sandton, South Africa, August 2014
1
Personal CRM
Foundation

I have a personal mantra regarding customer
retention.
“We strive to delight our customers so that
they will never think of leaving us...until death
do us part.”
Memory Ndoro-Mandiya-2011
Sandton, South Africa, August 2014
2
Customer Retention
Strategies Overview
Worldwide the telecoms landscape is highly
competitive so is in Zimbabwe
 Availability of affordable and accessible
communication options
 Reduced opportunities on product
differention within the mobile telecoms
industry has presented low switching costs
 Customer satisfaction becomes a prime goal
 Guard yourself against subscriber churn

3
Sandton, South Africa, August 2014
Communication Options
Great technologies available to offer
communication benefits e.g. VoIP, Whatsapp,
Facebook, OTTs (Twitter, vibe, fixed, SKYPE)
 Cheap and extremely popular in Zimbabwe as
MNOs strive to improve on data
performance for provision of internet access
 NetOne is partnering with Facebook for
bundled services.

4
Sandton, South Africa, August 2014
Mobile Penetration and
Tele-density in Zimbabwe
Highest industry growth rate
 Market penetration rate of more than 110%
 13.5m subscribers in a population of 13.1m
 Growing optic fibre networks and broadband
services
 Reduced fixed line subscribers now at 370k
 Internet subscription driven by mobile
devices up by 18% to 5.2million in Q1 (POTRAZ)

Sandton, South Africa, August 2014
5
NetOne Background
GSM Mobile Telecoms Company with100%
Government ownership
 Launched in1996
 Offers both voice and data services
 80% network coverage in Zimbabwe
 2.8m subscribers of which 90% are prepaid
 Just under 400 employees
 Fully fledged CRM network

Sandton, South Africa, August 2014
6
Life Cycle Stages
customer has “life cycle stages”
Retention Phase
Acquisition Phase
Contact Phase
Acquire untapped
markets and
poach from others
1
Differentiated
Offers
2
Guard your most
priced assets
NetOne points of focus for
business survival and
competitiveness
Loyalty Phase
Continuous
engagement
3
Sandton, South Africa, August 2014
4
7
NetOne’s retention
strategies
Investment on customer touch points
 Promotions- Dollar a Day Promo on prepaid
 Social responsibility activities
 Bundling of products and services/target
segments corporates,gvt depts.
 Investment into human resources. Sales
Reps/Account Managers (incentives)
 Top client awards 80/20 rule

Sandton, South Africa, August 2014
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Coverage-Connectivity is our
Key Retention Strategy
Sandton, South Africa, August 2014
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Network Coverage is our
Vehicle for retention
Sandton, South Africa, August 2014
10
Customer touch points
 Being visible to provide customer service,
advice and walking the talk
Accessible through an upgraded 24/7/365
contact centre
Accessible through a regularly updated
website Social Media. Facebook, Whatsapp
empowered network of dealers and shops
that serve as customer contact points ,
redefined route to market equipped with
FMCG principles
Sandton, South Africa, August 2014
11
Promotions
Tangibility of Customer Experience
Encourage trails and re-buy behaviour with
sales promos by partnering retail chains,
tapping into habitual behaviour of shoppers
-OK Grand Challenge : OK and Bon Marche’
- TM Big Brands : TM & Pick’n’Pay
- Hoza Summer : SPAR outlets
- Unpack your box promo : ZIMPOST
 Dollar A Day ( From a Promo to a Package)
 Tariff reduction for off-net calls :: favourable
pricing is a key variable on retention
Sandton, South Africa, August 2014
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Promotions with retail chains
Sandton, South Africa, August 2014
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Social Responsibility
Keeping things simple- Do it with Love
Continuous engagement with customers in
various segments gives us the much needed
trust and respect as a responsible marketer
 Sports Sponsorships ( Golf, Tennis and
Soccer). Customers want to participate e.g
Brazil Tour in 2010.
 Currently we are sponsoring OneWallet Cup
that has created excitement to soccer loving
people , reaching an estimated 5m TV
audience through SuperSport
Sandton, South Africa, August 2014
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Social Responsibility
Creating more customer contact points
through establishing subsidised community
centres for improved customer experience
 Community centres are targeted at rural
growth points, operated by local
people, particularly the youth and women
Sandton, South Africa, August 2014
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Social Responsibility (Cont)
Enhance stakeholder value by investing in
social responsibility projects to promote ;
healthy societies-Zim National Blood Services
- Women projects on entrepreneurship
Engaging with religious groups in their
conventions and big gatherings to provide
comms
- Sponsorship of disadvantaged children
- borehole drilling for safe water
- donations to victims of national disasters
Sandton, South Africa, August 2014
16
Mobile Financial Services
 central feature of the financial landscape in
growth markets
 now relevant in upcoming markets that have
embraced Mobile Banking and Mobile
Payments solution
 partner with institutions to introduce a facet
of convenience to customers through
mobile financial transactions
Sandton, South Africa, August 2014
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Mobile Financial Services
(cont)
Customers just ‘love’ convenience
 NetOne partnered ZETDC and PSL
 First mobile money solution in Zimbabwe to
allow purchase of prepaid electricity tokens
through the mobile
 NetOne is deploying brand ambassadors into
households for SIM card connection

Sandton, South Africa, August 2014
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Mobile Financial Services
(Cont)
First mobile money solution in Zimbabwe to
facilitate the payment of soccer match fees
through the mobile.
 There was initial resistance from
stakeholders in soccer circles.
 Move was well received by soccer fans.
Loyalty and convenience built for subscribers.
 *120*8# dial to register to buy PSL tickets

Sandton, South Africa, August 2014
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Electricity tokens
through OneWallet
Sandton, South Africa, August 2014
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OneWallet Cup
Sandton, South Africa, August 2014
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Key Soccer Sponsors
Endorsed OneWallet Cup
Sandton, South Africa, August 2014
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Segment Activities
Create company value through differentiated
offers and ‘value adds’ to delight customers
Recently turned our famous DAD promo
into a prepaid package
Invested into a converged billing system to
manage various market segments
Sandton, South Africa, August 2014
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Thank you!
Sandton, South Africa, August 2014
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