Mobile Vikings through the eyes of service marketeers.

2. Content Introducing Mobile Vikings CRM Service process Quality Human Resources SWOT

3. Introducing mobile vikings

4. MOBILE VIKINGS: WHAT'S in a name? City Life Mobile Internet shouldbeaccessible to everyone +37 000 customers Marketing Through Service

5. Understanding product/service, consumer and market Does itwork? FullyFocusedStrategy No direct competition

6. Product Information Consultation Payment Core Order-Taking Billing Hospitality Exceptions Safekeeping KEY: Enhancing elements Facilitating elements

7. Information: www.mobilevikings.com Order-Taking: easy procedure Billing: online usageoverview Payment:

8. Consultation: Hospitality: nodistancebetween MV and costumers Safekeeping: damagecontrol Exceptions: Social Media

9. Place Internet-Onlycompany

13. process Core: Mobile Internet Non-core: SMS + Calling BASE

14. Physical environment Image = Identity

16. PersonalCustomerRelationship

18. segmentation strategy Niche market Mobile Internet users 60% of orders by mail

19. CRM SYSTEM Data Collection Data Analysis Data Implementation

20. The wheel of Loyalty

21. 3 sequential strategies Build a Foundation forLoyalty: a price plan for everyones needs Create Loyalty Bonds:e.g. Viking points ReduceChurnDrivers: excellent service easy to leavepressure

22. Why are customers loyal to Mobile vikings Confidencebenefits Socialbenefits Special treatment

24. Service process

25. Flowchart

26. Front and back office Minimal Front office Extended Back office Extra: social media

27. Service & product line Full Option: € 15 € 25 € 40 Data Only € 12 Data Roamingabroud 0,50 cents/MB (in 14 countries)

28. Implemented ict No internet, No Mobile Vikings Social Media Mobile Apps: open source content management system

29. Service quality

30. Complaining customers FAQ Leavingcustomers: 2% 1,97% because of business reasons

31. Understanding Customer Responses to Service Failure Callingex-customers Poll Suggestionsbymembers, usingsocial media

32. Service Recovery Quickreaction Informcustomers Resolveproblems Apologies

34. quality Different perceptions High standards High experiencedvalue =high profit

35. The gaps model The Knowledge Gap The Policy Gap The Delivery Gap The Communication Gap The Perception Gap The Service Gap

36. Human resources

38. Employees Leadership Firm’sperspectiveonFrontline Role Stress in Frontline Employees

39. Cycles of Failure and Success Cycle of Failure

40. Cycle of Success

41. Human Resources Management

42. SWOT

43. strengths No competition in their niche Smallcustomer base Low prices Effective and fast customer service, even after hours Internalcommunication

44. weaknesses The servers can not meet demand at times They remain dependent on Base Vulnerable

45. Opportunities More smartphones, more mobileinternet Social Media

46. Threats Other providers see a market for mobile internet The servers of Base cannothandle the demand Base acts rather as a competitor The growing customer base will ask an adjustment of the service policy

47. Recommendations New server opportunities Equally high level of customer service in spite of increase of the customer base

48. QUESTIONS?