1. CUSTOMER RETENTION STRATEGIES
Ms Memory Ndoro-Mandiya
Marketing & Sales Director
NetOne Cellular (Pvt) Ltd
Sandton, South Africa, August 2014

2. 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

3. 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

4. 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

5. 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

6. 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

7. Life Cycle Stages 1 2 3 4 customer has “life cycle stages”
Loyalty Phase
Continuous engagement
Retention Phase
Acquisition Phase
Differentiated
Offers
Guard your most priced assets
Contact Phase
Acquire untapped
markets and poach from others 1 2 3 4
NetOne points of focus for business survival and competitiveness
Sandton, South Africa, August 2014

8. 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

9. Coverage-Connectivity is our Key Retention Strategy
Sandton, South Africa, August 2014

10. Network Coverage is our Vehicle for retention
Sandton, South Africa, August 2014

11. 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

12. Encourage trails and re-buy behaviour with
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

13. Promotions with retail chains
Sandton, South Africa, August 2014

14. Continuous engagement with customers in
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

15. 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

16. 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

17. 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

18. 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

19. 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

20. Electricity tokens through OneWallet
Sandton, South Africa, August 2014

21. OneWallet Cup
Sandton, South Africa, August 2014

22. Key Soccer Sponsors Endorsed OneWallet Cup
Sandton, South Africa, August 2014

23. 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

24. Thank you!
Sandton, South Africa, August 2014