How Vodafone is Reinventing Customer Experience with 3G Network, Retail Transformation in Tamil Nadu


Following a ‘Customer First’ approach, Vodafone India, has invested over INR 750 crores on ramping up network and distribution in Tamil Nadu circle over the past 12 months (April 2014-March 2015).

Already the preferred mobile services provider in terms of Subscriber base, Network, Revenue Market Share and Retail touch points, Vodafone has been focusing on closer engagement and enhancing customer experience in an endeavour to be future ready.

Pursuing an accelerated growth strategy since April 2014, Vodafone has expanded its network footprint by adding over 3600 new sites to take total network strength to close to 6300 3G and around 10,500 2G sites across Tamil Nadu.

During this period, Vodafone has also expanded its exclusive retail footprint to 890 outlets (53 Vodafone Stores (20 Global Design), 236 Vodafone mini Stores (urban and semi-urban) and 600 ADVMS (rural)).

With this ramp up, Vodafone has further extended its leadership in Tamil Nadu across relevant industry parameters – network coverage, subscriber base, retail footprint and revenue market share (RMS).

Expressing pride further consolidating Vodafone’s long term commitment to Tamil Nadu circle, S Murali, Business Head – Tamil Nadu, Vodafone India, said, “Gaining the trust of our customers and winning the distinction of being the most preferred mobile services provider in Tamil Nadu circle is not incidental. We have won the hearts of our customers by pursuing a continued and consistent customer centric strategy to bring the best connectivity solutions to our valued customers. It is their trust and support that has enabled us to achieve leadership position in Tamil Nadu across key parameters – Network, Subscriber base, Retail footprint and Revenue Market Share. We remain committed to continue investing in bringing the best in class, innovative, relevant products and services to win customer delight in the years to come.”

Having set up one of the largest networks in the circle, Vodafone now has about 6300 3G sites in Tamil Nadu. Specifically to spread awareness and increase adoption of mobile internet, Vodafone has been hand holding customers through on ground engagement and education initiatives. 3G has shown tremendous uptake, with 3G users now growing at 175 % YoY and 3G revenues growing at 160% YoY. Data Revenues has been growing at 90% YoY and now contributes 15.7% of circle service revenues.

With already one of the state’s largest and exclusive retail footprint, Vodafone has continued to expand its reach to cover over 32 districts in Tamil Nadu. In FY14-15, Vodafone has launched 20 + Global Design Stores in Tamil Nadu, as part of an initiative to offer an unmatched retail experience to its new age customers. Whether it is Edinburgh in UK or Erode in Tamil Nadu, Vodafone Global Design Stores offer a uniform customer experience.

Over and above our retail presence, Vodafone also offers customers an opportunity to connect with the brand through a robust customer service call centre platform, the simple and convenient My Vodafone mobile app and Vodafone Web Chat.

Besides multiple on-going schemes and customised tariff plans, some of the more notable introductions from Vodafone have been the launch of M-Pesa, a mobile banking and payment solution that has seen high affinity amongst migrant population in the state and Vodafone Angel Stores entirely staffed and run by women employees.

With a pan India distribution network of over 90,000 agents and with more than 3mn customers, M-Pesa is the largest banking business correspondent in the country. Vodafone M-Pesa was launched in March 2014 in Tamil Nadu and currently has almost 7200 agents, and a customer base of over 1. 5lacs