REPORT PREPARED FOR:     POSTGRADUATE DIPLOMA IN BUSINESS APMG 8119: DIGITAL ENTERPRISE 2015 By Shri - 1446629 Use title slide layout

CONTENT New Zealand Telecom Background About Vodafone Customer Experience Map Consumer Real Experience Theoretical & managerial Implication To achieve a new layout – insert a new slide, then in the slide thumbnail left side view, Right Click, choose layout – and pick a content style to use

Telecommunications Monitoring Report 2013 (Commerce Commission, 2014)

Telecommunications Monitoring Report 2014 (Commerce Commission, 2015)

About Vodafone In 2014 suffered first loss in 13 years $27.9 Million You can use Vodafone in more than 215 countries. Part of a Global group which networks in 30 countries Vodafone New Zealand generates a revenue of $2.06Billion

Model of Marketing Communications in Hypermedia CME (Hoffman & Novak 1996) More you interact more are the chances of defect and more are the chances of dissatisfaction

Customer Experience Map FLOW Search Internet Availability Quick After Sale Mobile App Enjoyment Satisfied Re-purchase Before / Antecedents Need Generation Initial Consideration During / Actual Experience Engagement Evaluation After / Consequence Delivery / Installation Usage & After Sale Existing Brand Prior Knowledge Easy to use Best Network Best Plans Trustworthy No Risk Easy to Sign Contract Secured / Privacy Invoice Raised Test / Training Memorable First Interaction Customized Plans Online Discounts Monetary Benefits Enough Option Queries resolved Online + Stores

Roy Morgan Segmentation Customers Real Virtual Experience: Semi Structured Interviews: Customer Profile Particulars 1 2 3 4 5 Roy Morgan Segmentation Something better Conventional Family Life Visible Achievement Look At Me Real Conservatism Age 26-30 30-35 20-25 45-50 Member Since 6 Months 3+ Years 5+ Years Work Type Part Time Full Time Family No Yes

Contract Phone Internet Mobile Call Network No Wi-Fi Brand Billing Vodafone Word Cloud Broad Band Billing Service Coverage Network Internet Calls Mobile Contract Reception Call Customer Service Card Land Line Voice Mail Store Phone Issues Crowded 3G No Wi-Fi Minutes Offers Hours Unlimited Bills Group Voice Without Difficult SMS Text Prepaid 4G Brand Like Confusing Options Due Date Slow Customized Bad Account Spark Local Friends

Real Customer Experience Antecedents: Vodafone Attributes Aspects Real Customer Experience Web Design & App Screen design got a average rating . Customers were satisfied with available menus Enjoyment aspect is where Vodafone suffered Merchandise Customers found it to be difficult to locate their product Once they found information provided was Good Felt information could have been explained in a better way Promotion Online discounts had diverse views as customers using bouquet of services were satisfied Loyalty programs needs to be developed by Vodafone Free Offer again had a positive score from customers using inter group calling or having a land line, Broad band and Mobile from Vodafone

Real Customer Experience Antecedents: Vodafone Attributes Aspects Real Customer Experience Order Fulfillment Products ordered were error free though majority preferred visiting the store which Vodafone needs to address Information about fees charges etc. was clear Products were without defects Communication & Customer Service Personalized products aspect received higher score from customers using bouquet , new generation need more data Queue at stores and hold time in call centre was the main reason for negative scores by customers Vodafone treats customers as numbers which needs to be addressed Security & Privacy Customers were confident that their information were confidential though few had doubts as they receive spam mails Credit card information is secured is what customers felt.

Real Customer Experience Consequences: Trust, Satisfaction & Loyalty Aspects Real Customer Experience Trust Customers trust the brand as it’s a global well known brand Customers feel its safe to transact on the website Information provided are secured Satisfaction Customers expect more from Vodafone, personalized products, loyalty programs etc. Website could have make your own plan option according to the requirements, discounts/offers can be provided Customers were using the product but “enjoyment” was missing Loyalty Global presence and known brand has helped achieve some loyalty but customers were willing to try other option, inertia was the main reason for sticking to Vodafone. Loyalty is not high especially amongst younger generation

Moderating Effect of Online Experience Online store attributes & Customer Experience: Influence on Trust, Satisfaction & Loyalty Towards Vodafone (Jin and Park, 2006) Web Design TRUST Order Fulfillment Communication LOYALTY Moderating Effect of Online Experience Merchandising Satisfaction Security/ Privacy Promotion

Theoretical Implication: Customer evaluates the online service experience in an overall level Antecedent condition plays an important role in decision making which in turn is driven by “Value Segment” In online scenario Trust plays an important role in deciding customer satisfaction. Trust and satisfaction together drive “Loyalty” Managerial Implications: Vodafone as a brand is trusted by customers, global presence has helped. Satisfaction levels are not high Vodafone needs to ensure that customers feel wanted and important. Generation Z and Millennial’s expect innovation, customization, offers & enjoyment to attract their attention and retain them Customized plans especially data plans & loyalty programs is the answer.

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