The News: Vodafone Idea (Vi), a telecommunications company in India, has introduced a new level of service that is aimed at its high-value postpaid subscribers. Vi Priority improves CX in a variety of ways including access to a premium call center, better onboarding, and improved in-store experience. More information on Vi Priority is available on the MyVi website.
Vi Launches Vi Priority, Furthering CX for Postpaid Customers
Analyst Take: Vi has unveiled the Vi Priority service, elevating CX for its postpaid subscriber base. Vi is a Vodafone Group/Aditya Birla Group partnership and is a leading telecom provider in India with a vision to “create world-class digital experiences to connect and inspire every Indian to build a better tomorrow.” The Vi Priority service is aimed at Vi postpaid customers who are subscribed above a certain payment level, as well as family plans with more than four connections.
Vi Priority Combines Features That Are Important To Positive CX
The announcement was interesting as the offering that was put together touches on many of the components of what makes for a good CX.
- Seek out and incorporated customer feedback: Prior to this broader launch, the company did a pilot program in specific regions and leveraged the insights from the trial. Using customer feedback is critical both from the customer side and the company side. Customers feel part of the process and that their voices have been heard (if action is incorporated and the feedback loop is closed), and companies can save time and money by introducing a solution that eliminates guesswork about what customers want.
- Remove points of friction: Vi users will have direct access to a premium contact center service that is open 24×7. Vi Priority customers will not be faced with an interactive voice response (IVR) system but will go directly to a senior customer support executive. Additionally, if a Vi Priority customer chooses to go to a store, they will receive priority service, eliminating long wait times. Another benefit is an improved bill payment user interface on the ViApp.
- These particular enhancements hit the mark on many fronts. First, any time there is a company-customer touchpoint, there is opportunity for aggravation, satisfaction, or exceeded expectations. By removing obstacles to service, the scales could tip toward a positive experience. Vi also addresses the need to meet customers where they are via different channels, which is evidenced by the service considering the physical store location, the contact center, and the mobile app.
- Provide personalization: Vi Priority customers will receive personalized birthday and anniversary messages. Personalization can deepen relationships and bring moments of surprise or delight if done correctly and with privacy issues and personal data kept in mind. Customers expect personalization, and it generates brand loyalty if they feel like they are “known.” In addition, companies that leverage this strategy generate higher revenue.
- Offer enhanced onboarding: New customers will enjoy a premium onboarding experience. The telecommunications industry is highly competitive and providers are always searching for ways to attract and retain customers. A good onboarding process can be a critical first step in a hopefully long relationship.
- Recognize loyalty and extend goodwill: Vi is making this offer available to not only new customers, or those who have a plan at a designated level, but also longer-term Vi customers of over a decade or more and senior citizens. Treating current customers well and rewarding them for loyalty could pay dividends by potentially deepening spend and turning them into promoters who will recommend the brand.
Vi has been leaning into boosting benefits to its postpaid CX, as is made clear by the introduction of another benefit to its postpaid customers, Choice, at the beginning of September.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
Other Insights from The Futurum Group:
Delivering Empathy to Improve CX
Developing Enhanced Experiences and Services to Retain Luxury Customers
Improving the Onboarding Process to Improve CX
Author Information
As a detail-oriented researcher, Sherril is expert at discovering, gathering and compiling industry and market data to create clear, actionable market and competitive intelligence. With deep experience in market analysis and segmentation she is a consummate collaborator with strong communication skills adept at supporting and forming relationships with cross-functional teams in all levels of organizations.
Sherril holds a Master of Business Administration in Marketing from University of Colorado, Boulder and a Bachelor of Arts in Psychology from Rutgers University.
