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CUSTOMER RETENTION STRATEGIES. Ms Memory Ndoro-Mandiya Marketing & Sales Director NetOne Cellular (Pvt) Ltd. Personal CRM Foundation. I have a personal mantra regarding customer retention.

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customer retention strategies

CUSTOMER RETENTION STRATEGIES

Ms Memory Ndoro-Mandiya

Marketing & Sales Director

NetOne Cellular (Pvt) Ltd

Sandton, South Africa, August 2014

personal crm foundation
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

customer retention strategies overview
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

Sandton, South Africa, August 2014

communication options
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.

Sandton, South Africa, August 2014

mobile penetration and tele density in zimbabwe
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

netone background
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

slide7

Life Cycle Stages

customer has “life cycle stages”

Loyalty Phase

Continuous engagement

Retention Phase

Guard your most priced assets

Acquisition Phase

Differentiated

Offers

Contact Phase

Acquire untapped

markets and poach from others

3

4

1

2

NetOne points of focus for business survival and competitiveness

Sandton, South Africa, August 2014

netone s retention strategies
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

slide9

Coverage-Connectivity is our

Key Retention Strategy

Sandton, South Africa, August 2014

slide10

Network Coverage is our

Vehicle for retention

Sandton, South Africa, August 2014

slide11

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

slide12

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

slide13

Promotions with retail chains

Sandton, South Africa, August 2014

slide14

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

slide15

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

slide16

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

slide17

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

mobile financial services cont
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

mobile financial services cont1
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

electricity tokens through onewallet
Electricity tokens through OneWallet

Sandton, South Africa, August 2014

onewallet cup
OneWallet Cup

Sandton, South Africa, August 2014

key soccer sponsors endorsed onewallet cup
Key Soccer Sponsors Endorsed OneWallet Cup

Sandton, South Africa, August 2014

slide23

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

slide24

Thank you!

Sandton, South Africa, August 2014