6^th Annual Edition

There was a need for a low cost, high-yield CRM solution. As a one-size-fits-all approach to customer service doesn't reduce support costs, Vodafone's focus was on deploying an integrated, value differentiator CRM. The differentiation was introduced by enabling the CRM to use unstructured supplementary service data (USSD) communication protocol. The USSD doesn't use the store-forward model and works by establishing a direct connection between the SMS sender and the recipient, promoting faster data communication. High volume prepaid products with very low denomination, bonus card activation, balance transfer, and customer details were integrated with CRM, which uses USSD extensively instead of more expensive channels like IVR, kiosks, and stores to provide service segmentation and promote low cost service channels for low ARU subscribers.