customer retention strategies ms memory ndoro-mandiya marketing & sales director netone cellular...

Sandton, South Africa, August 2014

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CUSTOMER RETENTION STRATEGIES

Ms Memory Ndoro-Mandiya Marketing & Sales Director

NetOne Cellular (Pvt) Ltd


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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


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 churn3


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.

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Mobile Penetration and Tele-density in Zimbabwe

Highest industry growth rateMarket penetration rate of more

than 110% 13.5m subscribers in a population

of 13.1mGrowing optic fibre networks and

broadband servicesReduced fixed line subscribers now

at 370kInternet subscription driven by

mobile devices up by 18% to 5.2million in Q1

(POTRAZ)


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NetOne Background

GSM Mobile Telecoms Company with100% Government ownership

Launched in1996Offers both voice and data services 80% network coverage in Zimbabwe2.8m subscribers of which 90% are

prepaid Just under 400 employeesFully fledged CRM network


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customer has “life cycle stages”

Acquisition Phase

Differentiated Offers 2

Loyalty Phase

Continuous engagement

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Contact PhaseAcquire untapped markets and poach from others

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Retention Phase

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Guard your most priced assets

Life Cycle Stages

NetOne points of focus for business survival and competitiveness


NetOne’s retention strategies

Investment on customer touch points

Promotions- Dollar a Day Promo on prepaid

Social responsibility activitiesBundling of products and

services/target segments corporates,gvt depts.

Investment into human resources. Sales Reps/Account Managers (incentives)

Top client awards 80/20 rule

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Coverage-Connectivity is ourKey Retention Strategy


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Network Coverage is ourVehicle for retention


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Being visible to provide customer service, advice and walking the talkAccessible through an upgraded 24/7/365 contact centreAccessible through a regularly updated website Social Media. Facebook, Whatsappempowered network of dealers and shops that serve as customer contact points , redefined route to market equipped with FMCG principles

Customer touch points


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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

PromotionsTangibility of Customer Experience


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Promotions with retail chains


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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

Social ResponsibilityKeeping things simple- Do it with Love


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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

Social Responsibility


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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

Social Responsibility (Cont)


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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

Mobile Financial Services


Mobile Financial Services (cont)

Customers just ‘love’ convenienceNetOne 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

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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

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Electricity tokens through OneWallet

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OneWallet Cup

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Key Soccer Sponsors Endorsed OneWallet Cup

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Create company value through differentiated offers and ‘value adds’ to delight customersRecently turned our famous DAD promo into a prepaid packageInvested into a converged billing system to manage various market segments

Segment Activities


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Thank you!

customer retention strategies ms memory ndoro-mandiya marketing & sales director netone cellular...

Documents

south africa

retention slide

retention phase

customer contact points

customer service

key retention strategy

contact phase

network coverage