CONTENT

• Introducing Mobile Vikings

• CRM

• Service process

• Quality

• Human Resources

• SWOT

INTRODUCING MOBILE VIKINGS

MOBILE VIKINGS: WHAT'S IN A NAME?

• City Life

• Mobile Internet should be

accessible to everyone

• +37 000 customers

• Marketing Through

Service

UNDERSTANDING PRODUCT/SERVICE,

CONSUMER AND MARKET

• Does it work?

• Fully Focused Strategy

• No direct competition

PRODUCT

Core

Information

Consultation

Order-Taking

Hospitality

Payment

Billing

Exceptions

Safekeeping

Enhancing elements Facilitating elements

KEY:

• Information:

www.mobilevikings.com

• Order-Taking: easy procedure

• Billing: online usage overview

• Payment:

• Consultation:

• Hospitality: no distance

between MV and costumers

• Safekeeping: damage control

• Exceptions: Social Media

PLACE

• Internet-Only company

PRICE

• Value Based Pricing• Diff erent price plans

available

PROMOTION

• No standard promotion

techniques

• Word Of Mouth strategy

• Member Gets Member

• Social Media

• Conversation Manager

PROCESS

• Core: Mobile Internet

• Non-core: SMS + Calling

• BASE

PHYSICAL ENVIRONMENT

• Image = Identity

PEOPLE

• Well trained frontline staff

• Personal Customer

Relationship

• Strong community feeling

CUSTOMER RELATIONSHIP MANAGEMENT

SEGMENTATION STRATEGY

• Niche market

• Mobile Internet users

• 60% of orders by mail

CRM SYSTEM

• Data Collection

• Data Analysis

• Data Implementation

THE WHEEL OF LOYALTY

3 SEQUENTIAL STRATEGIES

• Build a Foundation for Loyalty: a price plan for everyones needs

• Create Loyalty Bonds: e.g. Viking points

• Reduce Churn Drivers:–excellent service–easy to leave pressure

WHY ARE CUSTOMERS LOYAL TO MOBILE

VIKINGS

• Confi dence benefi ts

• Social benefi ts

• Special treatment

SERVICE PROCESS

FLOWCHART

Customer calls customer service

Computer program used to recognize customer

No distance between Mobile Vikings and customer

Problem solving

FRONT AND BACK OFFICE

• Minimal Front offi ce• Extended Back offi ce • Extra: social media

SERVICE & PRODUCT LINE

• Full Option: – € 15

– € 25

– € 40

• Data Only– € 12

• Data Roaming abroud– 0,50 cents/MB (in 14 countries)

IMPLEMENTED ICT

• No internet, No Mobile

Vikings

• Social Media

• Mobile Apps: open source

content management

system

SERVICE QUALITY

COMPLAINING CUSTOMERS

• FAQ

• Leaving customers:

–2%

–1,97% because of business

reasons

UNDERSTANDING CUSTOMER RESPONSES TO SERVICE

FAILURE

• Calling ex-customers

• Poll

• Suggestions by members,

using social media

SERVICE RECOVERY

• Quick reaction

• Inform customers

• Resolve problems

• Apologies

QUALITY

• Diff erent perceptions

• High standards

• High experienced value

=high profi t

THE GAPS MODEL

• The Knowledge Gap• The Policy Gap• The Delivery Gap• The Communication Gap• The Perception Gap• The Service Gap

HUMAN RESOURCES

• Employees

• Leadership

• Firm’s perspective on

Frontline

• Role Stress in Frontline

Employees

• Cycles of Failure and Success–Cycle of Failure

• Cycle of Success

• Human Resources Management

SWOT

STRENGTHS

• No competition in their niche

• Small customer base

• Low prices

• Eff ective and fast customer

service, even after hours

• Internal communication

WEAKNESSES

• The servers can not meet

demand at times

• They remain dependent

on Base

• Vulnerable

OPPORTUNITIES

• More smartphones, more mobileinternet

• Social Media

THREATS

• Other providers see a market for mobile internet

• The servers of Base can not handle the demand

• Base acts rather as a competitor

• The growing customer base will ask an adjustment of the service policy

RECOMMENDATIONS

• New server opportunities• Equally high level of

customer service in spite of increase of the customer base

QUESTIONS?