Vodafone Portugal's Self-Service
Calling the Shots
Vodafone Portugal’s Self-Service Solutions
The goal of the top-up kiosks is to free up counter attendants from non-profitable tasks and to allow customers to browse and check out new products. The customer simply enters their mobile phone number, selects the amount of credit required and makes the payment in cash notes, coins or via a bank card. In turn, he or she receives a confirmation by SMS and a receipt. Credit is immediately added to their account, as the machines are linked to the Vodafone BackOffice. The machines can also accomodate facilities for downloading ringtones or the payment of invoices.
For customers who prefer face-to-face assistance, the queue management system makes it possible for them to browse within the shop instead of waiting in a queue, which obviously increases new sales opportunities. Plus, since the queue management and the digital signage are integrated, customers are obliged to look at the screen to check their position in the queue, and so will definitely see advertisements displayed on those same screens. Customers are also able to use information kiosks to get further information regarding available products.
Newvision has now developed the next step in the process, making use of existing customers’ knowledge to interact with them using digital signage, queue management, kiosks and tailor-made software working together to maximise new business. The company is offering real time marketing campaigns, with real time analysis, so the campaign can be adjusted throughout the day. From the time the customer enters the store, a personalised marketing campaign will commence, which lasts throughout the time the customer remains in the store. For human service, the counter attendant will try to realise a sale with the help of a sales script drawn up on the basis of individual customer knowledge.
Under the new system, even the top-up kiosks become a pro-active element. Once the customer inserts his mobile phone number, the system knows who he is and, based on the customer database, starts a pre-programmed campaign. Depending on customer reaction, the kiosk either forwards the client to the counter attendants, calls an account manager, records his interest (so he is sent the requested information via e-mail or letter), or prints a tailor-made pamphlet detaling the products or services in which the customer is interested.
Friday, September 5, 2008