Case Study: Vodafone

Case Study Outline

The SMART Group managed Vodafone’s single largest door-to-door sales campaign for two successful years promoting and connecting customers to the ‘Red Sim’. This involved connecting customers to a ‘pre-paid’ plan which required the customer to sign up to a no-contract, direct debit (ATU – Automatic Top Up) only offer. The SMART Group managed the campaign nationally, setting up offices in Sydney, Melbourne, Newcastle, Adelaide, Perth, Brisbane and the Gold Coast. Sales results, to this day, remain as some of the best achieved in any D2D Telco campaign in the Australian market, with individual offices achieving in excess of 1000 new connections per week.

Problem

Following the implementation, Vodafone were experiencing a number of issues, such as inefficient ways of tracking sales, sales were physically stored in filing cabinets, which took up space and made it difficult and time consuming to gather specific information, no simple access to what had been paid by Vodafone and what commissions were paid to reps and payroll became tedious and inaccurate.

Solution

The SMART Group spent a month developing a sophisticated recruitment and training process that ensured all staff that were conducting work for Vodafone were trained to the highest possible level in both product and sales skills. Through our network of interstate offices, Channel Managers were appointed to drive individual sales teams to achieve results. Contact and administrative work were managed centrally through the Melbourne based Compliance department, and regular ongoing management meetings facilitated client feedback sessions, through which business decisions were driven through the Channel Managers nationally.

In addition to this, The SMART Group created of a sophisticated CRM application allowing all sales and staff to be easily tracked, along with having a clear internal record of what had previously been paid by Vodafone and what was still outstanding. The database made tracking inventory simple, as soon as a sale is made at a customer’s door, the staff member would contact our contact / call centre, where one of our staff would enter the sale directly into the database. This ensured accurate statistics at the end of each evening.

Success

• The ability to rank states and individual reps according to highest number of sales.

• Clear visibility of which reps had improved and made most progress, along with which ones may need more training.

• Reports can be automatically created and emailed directly to Vodafone.

• Important geographical information of where reps had made above or below-average sales.

• Timing of data-entry staff to set realistic targets.

• Automatically sending birthday greetings to customers with an up-sell opportunity.

• Precise accountability of all inventory, teams and team members at all times.