1. REPORT PREPARED FOR:     POSTGRADUATE DIPLOMA IN BUSINESS APMG 8119: DIGITAL ENTERPRISE 2015
By Shri
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2. CONTENT New Zealand Telecom Background About Vodafone
Customer Experience Map
Consumer Real Experience
Theoretical & managerial Implication
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3. Telecommunications Monitoring Report 2013 (Commerce Commission, 2014)

4. Telecommunications Monitoring Report 2014 (Commerce Commission, 2015)

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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.

12. 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

13. 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

14. 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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