Presentación Pikolin- Viernes DEC "Service Design, Innovando en el negocio"

1. #ViernesDEC
Roberto Franza – Director Marketing Particulares Vodafone
Carmen López-Suevos – Directora Experiencia de Cliente Vodafone
22 Febrero 2019

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High EndLow End Mid Value
Tuenti O2
Lowi
Jazztel
Amena
Simyo
Yoigo
MásMóvil
Pepephone
Movistar
Vodafone
Orange
Brands positioning

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Problem to resolve Vodafone Brand Proposal
• Many consumers are searching for new, fresh and simply
solutions. They just want connection, nothing more.
• They see the high-end convergence solutions so expensive,
little bit complicated…
• …In the other hand, low-cost offers are clearly perceived as a
completely loss of quality service.
• We bring the lightest Vodafone versión. Without added weight:
only connectivity so you can always be connected.
• Always under mother´s brand: Vodafone's proposal for those who
seek only connection to gain consideration, attribution and
brand association into innovation values.
• Our values? Simplicity, direct and clarity.
Turning simplification into the origin in all our communications. We
only talk about the essentials. Nothing else.
Customer Insights
• “I feel tied to my telecom Company: my convergence
package has too many options and i´d like to get rid of that
weight”
• “I need a simple Proposal without additions, easy to buy and
with the possibility of activatiing anytime and anywhere”
Digital Target

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You have it clear when you have to choose:
 You want it easy: No extras. No paper work.
 You want it without complications: Only mobile and data. With the best
network, Vodafone’s. Or mobile and fibre. High speed.
 You want it completely digital: No stores. No call centers.
 And if you need help, click and your bit Assistant solves all your problems.
CLICK. COME IN. CLICK. CONTRACT. CLICK. HAVE IT. CLICK DONE
What does Vodafone BIT mean?
Vodafone bit manifest

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Vodafone bit proposition

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Awareness
& inspire
Buy Set Up &
Activation
100% Digital
comms
100% digital consideration
mainly supported by SEM
and affiliates actions
1 bit.vodafone.es
Mobile First Web
Simple and easy journey
with a purchase time
of 2-4 min
2 100% Digital
transaction
Selection of SIM reception
and FBB installation date
during the purchase process
3 Digital care
Personal customer area to
check bills, real-time usage,
price plan details, PIN / PUK
4 Online Help
Customer Care channel with a
Digital Assistant ensuring 24h SLA.
Self Care
5
Customer
Care
Vodafone bit 100% Digital Customer Experience
Agile development: <50% time less