TNS120 – Partner Onboarding Day
TNS120 - Partner Onboarding
Day
Aim & Objectives:
An Introduction to Vodafone our client and be able to:
o Describe the structure of Vodafone (Group and Operating Companies).
o Identify key elements of the UK strategy.
o Describe what makes a strong customer experience.
o Recognise the Vodafone brand and why it is important.
Duration: 4 Hours
Business Areas: All Partners
Resources: Flipchart Paper, Pens, Whiteboards, PowerPoint, Projector, Speakers, Timeline Activity
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1. Trainer Guide
This document is to be used by the trainer only and is not for distribution to delegates.
In this section you will need to include:
- How you envisage the session being run
- Any room set up requirements
- Any additional support information for the trainer
- Any handouts or activities that will need printing for the session
- If there are any external knowledge checks that need to be completed, where to find
them and what it is called
The next page has examples of the various pre-formatted styles and can be removed for use
as a trainer guide.
The layout of this document is done using ‘Styles’, these can be found in Word on the Home
Ribbon (green highlight)
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Designers should avoid the use of the ‘Font’ ribbon. (red highlight) when writing material
This ensures that the document formatting is consistent throughout. Not all styles are visible
and you may need to scroll through them to see them all. Some of the styles will auto-select
a following style to speed up writing.
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Key to Icons
Sl. Number/Image/Title Demo: This is used where the trainer
The above styles will auto format the should demonstrate a system or process.
headings for a new section or slide; Sl. Trainer Note: Used for additional text to
Number starts a new page and support the trainer. Note: This is used for
heading style, Sl. Image centres the adding a note to a previous paragraph to
cursor for a screen shot, Sl. Title enhance that learning.
formats for a section title. Whiteboard: Use a whiteboard or flip
Discuss: Facilitated discussion with the chart to deliver this material/subject.
whole group. Exercise: This explains a group exercise
the delegates should perform.
Click: This indicates a click action that Handout: The Delegates should refer to
needs to be done to advance PowerPoint the handout specified (If used these
animations and slides. must be referenced in the Trainer Guide
section as well as at point of delivery.
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2. Delivery
Slide 1 – Welcome to Vodafone
Explain that yesterday we discussed our company and who our employer is. Today we are
now going to look at our client and the customers we will be handling.
Slide 2 – Intro Video
This video gives an overview about where Vodafone is heading, what we are focusing on,
and what we want to achieve. Setting the scene for the day – we are a tech company, not a
telecoms.
Once the video has been shown ask the group for some key takeaways/callouts:
- Global Brand
- Technology company – challenging and innovative
- Connect for good
- A big brand that wants to change the world
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Slide 3 – The Spirit of Vodafone
The Spirit of Vodafone is a brand new initiative, launched in December 2019. It focuses on
our culture and ourselves. What can we do to enable to company to reach its strategic goals
– to become a technology, Innovation Company that connects millions of people. If you think
about our strategy as WHAT we are going to achieve, then Vodafone spirit is HOW we are
going to do it!
Slide 4 – The Spirit of Vodafone
(Use these notes and the slide to help debrief the spirit) The Spirit of Vodafone is how we do
what we do. We need to invest in our people to foster and spread these four behaviours.
Customers need to be at the forefront – we want to become the brand that they love and
choose – we need to earn their support, as they could easily go elsewhere! There’s a lot of
mistrust around our industry in general – customers are often suspicious of our products and
services, and don’t tend to see as a positive brand – the same for majority of telcos! We
want to change this, and we can do so by creating the future – providing innovative
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products. We need to make innovation the heart of our business, and encourage people to
task risks and build big, rather than relying on the repacking of competitor’s products in our
own branding. We have the skills to make these platforms ourselves.
Experimenting/learning fast – it is ok to make mistakes, as long as we learn from them. We need to
make sure we invest in our personal development both inside and outside of the workplace,
and constantly try new things. Essentially, adopting an agile way of working (may have to
give them an overview of agile!) Finally, getting it dome together – we need to take
ownership of our actions and decisions, working to our own strengths, and those of our
colleagues. Making this transformation means breaking down barriers and silos between
teams, and working in a collaborative way. Next slide is our official spirit video, which gives
you a better insight into what the Spirit really is…
Slide 5 – The Spirit of Vodafone Video
Play the video and debrief.
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Slide 6 - Vodafone Group
We are going to look at the structure of Vodafone. We have Vodafone Group and Vodafone
Operating Companies (OpCo) .
Vodafone Group is the global company that sets the overall strategy and vision. For example, they
set what Vodafone Stores should look like in terms of branding. Each country has an
Operating Company (OpCo) which is Vodafone UK, the in UK. Highlight others such as
Vodacom (South Africa), Vodafone India and Vodafone Greece. The Operating Company
locally execute the Vodafone Group strategy – for example all stores look the same globally.
All operating companies work at a local level to get the most from the demographic and
differences in culture.
Slide 7 – Vodafone Structure
On top of this we have the umbrella which is Group. (Approx. 6000 employees, plus 15,000
in Shared Services)
Group supports our markets to be more effective by giving top down direction of mandated
strategy. Supporting where there are similar needs – synergy to build once for example
consumer products & services – common needs to solve once working collaboratively.
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Vodafone Group focus on the bigger picture long term strategy. Vodafone group leads into 4
key areas (Business, Technology, Commercial Operations and Corporate Functions).
Underneath lies Vodafone Operating Companies (Vodafone UK, Vodafone Spain, Vodafone
Portugal, Vodacom etc) and these work at a local level to meet the needs of their market.
The local markets are divided between Consumer and Business customers.
Slide 8 – Our Global Footprint
Here is our global footprint…
- Red Areas - represent Vodafone Operating Companies, referred to as OpCos or Local
Markets
- Purple areas - Partner Markets - A partner in a market that we do not have an OpCo in
e.g. France (SFR work with us to form strategic alliances to market a range of global
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products and services that extend our reach into their local market) or Partner Affiliates
- Partners that we part own (up to 50% stake)
- 98% of group revenue comes from OpCos (the red ones), just to get a sense of scale.
- You can see we have an extensive global footprint that enables us to connect millions of
people across the world.
Slide 9 – Vodafone UK
We are now going to look at the Operating Company that our customer base is which is
Vodafone UK – remainder of the day will focus on Vodafone UK and our strategy.
Slide 10 – Nick Jeffery Welcome Video
Nick Jeffery is the UK CEO and this video is a short welcome to the company. Ask for any
initial thoughts.
Slide 11 – UK Strategic Priorities
Our Vodafone UK Strategy: Launched March 2019
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Our strategy focuses our efforts on the 3 key areas which will drive our ability to ReInvent
Vodafone UK.
- 5G and Fibre First: Create a Co-Best network that challenges and enables a step-
change in revenue growth
- 5G: Co-best network at launch in key cities
- CityFibre: Enabling step-change in Home Broadband share via Fibre to the premises –
our Gigafast proposition
- Customer Engagement: Deepen customer loyalty and stickiness to drive stronger
revenue growth
- NPS: Become the most loved (and promoted) brand
- Churn reduction: Grow base by keeping customers for longer
- Sell One More: Drive stickiness through multiple product relationships
- Converged Challenger: Game-changing propositions to drive share growth
- Simple propositions: Simplify core mobile offer and commercial policies
- Family: Target families with a feature-rich product
- High Value: Grow share in high value segment
- Fixed in Business: Selling fixed products to our large mobile base
Underpinned by 3 key areas:
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- Revenue growth and cost leader - Digital Sales and Service experience -
Radically simpler –
- Creating a radically simpler organisation, with a digital sales and service customer
experience
How will the Spirit help Vodafone achieve this strategy?
Slide 12 – Make Impossible Happen Video
Make impossible happen video – Launched by Nick alongside the UK strategy
Ask the group what their key takeaways from this video. Look for:
- Make impossible happen
- Care for customers
- We are challengers to the normal
- Why settle for ok?
- Want to push for more and raise the bar
- We were Britain's first mobile network, made the first UK mobile call and sent the first UK
text.
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Slide 13 – Strategy slide
We are going to use the UK Strategy slide to punctuate the day. Bringing to life the different
sections and why they are important. Recap:
5G and Fibre First: Create a Co-Best network that challenges the incumbent and enables a step-
change in revenue growth
- 5G: Co-best network at launch in key cities
- CityFibre: Enabling step-change in Home Broadband share via Fibre to the premises
Slide 14 – Co-best network
Why co-best network? We are heavily investing in our network, as is one of our
competitors EE. Through all the independent reviews taken within the UK Vodafone and EE
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are consistently at the top of the ratings on a month-by-month basis so we are happy to be
co-best network and want to stay in this position.
With great reliability and improvements in speed, we’re firmly on the map. We’re always
improving our network, putting in £1bn every year since 2014. We want you to rely on us
– to keep you connected to the people and things you love, wherever you are.
Our Network team has been putting a lot of work into improving our network, and it’s paying
off!
4G now covers over 90% of the UK, so you can go almost anywhere and be confident we'll
be there too. And we've launched our 5G network, which will transform the UK with data
speeds faster than the average home Wi-Fi.
Slide 15 – #gamechanger video
We are now going to be looking at a video that discusses 5G.
What do you know about 5G?
Look for answers such as:
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Faster speeds – up to and above 1GB per second
Less traffic – 4G is like traffic going on a motorway with 2 lanes. 5G is around 60 lanes!
Low latency – Latency refers to a delay before a transfer of data begins. With Low latency,
that means less delays and buffering. This primarily works really well with Virtual Reality
and gaming.
Facilitate a discussion around 5G.
Hand out the Timeline Exercise. The advisors need to put the key callouts in a timeline of
events and match the dates to the events also. Answers are as follows:
- 1985 – UK’s First Mobile Call
- 1992 – UK’s First Text Message
- 2001 – UK’s First 3G Call
- 2001 - UK’s First Roaming Proposition
- 2013 – Vodafone Launches 4G
- 2015 – Vodafone Launches Home Broadband
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- 2018 – UK’s First Holographic Call
- 2019 – Vodafone Launches 5G with first to offer 5G Roaming for UK
Slide 16 – Strategy Slide
Customer Engagement: Deepen customer loyalty and stickiness to drive stronger
revenue growth
o NPS: Become the most loved (and promoted) brand
o Churn reduction: Grow base by keeping customers for longer
o Sell One More: Drive stickiness through multiple product relationships
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Slide 17 – Customer Service
What does great customer service mean to you? Discussion point
In pairs – what is the best customer service you’ve ever had? Why? Then share with the
group. Highlight right behaviours
Repeat – with the worst customer experience you can remember? Instead of why what did this do to
you as a customer and your thoughts on the brand
Slide 18 - NPS
Here we’re going to look at NPS – Net Promotor Score. Can anyone tell me what this is?
Show the video on the next slide.
Slide 19 – NPS Video
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Exercise: Ask the group to work in small teams and come up with 5 key things we can do
as an advisor to deliver an excellent customer experience. (5 minutes). Examples could
include:
- Give the customer the correct information
- Listen to the customer
- Build rapport with the customers and avoid long silences – have a conversation
- Show empathy
- Keep our promises
- First Call Resolution – Have you resolved the customers query fully? Can you help the
customer with anything else?
Feedback and facilitate a discussion.
Slide 20 – CARE
CARE underpins our UK strategy. Our aim is to consistently deliver the best experience for
our customers and the CARE strategy enables us to do this. In essence, delivering a great
customer experience is about connectivity - keeping our customers connected; it’s about
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making sure we are offering always excellent value; it’s about rewarding loyalty; and
also easy access - easy to get in touch, us owning their problem and keeping promises we
make. And this last one, easy access, is really important and a big focus for us. Many of the
complaints we get are because we’ve not taken ownership - where a customer’s had to call
in multiple times to get a result or worse still because we haven’t called them back when we
said we would; because they’ve been passed from one person to the next with no
resolution. This needs to change.
Link back to the Spirit of Vodafone
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Slide 21 – We Care Video
Highlight the importance of you as advisors. We impact our customers lives if we let them
down. We want to put the customer at the heart of everything we do.
Give the group some time to reflect on the video (20-30 seconds for example). Ask them to
write down any thoughts of feelings that come from the video and ask if any of the group
would like to share and facilitate a discussion – especially around being the ‘difference
between divine and despair’. Has there ever been a time We couldn’t get any signal or our
phone was broken. How did that feel? Imagine if it happened in a case of emergency?
Also look for a discussion around treating customers as people and doing what is right by the
customer for example sales to be focusing on what is right for the Customer rather than
what is offering the biggest commission that month.
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Slide 22 – A brand with purpose
We are now going to look at being a Brand with purpose. This means more than just being a
telecommunications company or known for selling mobiles. A brand with purpose links in
with our strategy of improving customer engagement, as we want to be a loved and
promoted brand.
Slide 23 – McDonalds Logo
Exercise: In groups discuss (3-5 minutes):
- What does this brand mean to you?
- What do you think of when you see this?
Share with the group and discuss. What is the brand really trying to put out there. Discuss what
fastfood brands people would choose over McDonalds? Why?
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A brand is many things – it’s a philosophy, it’s a product, it’s a relationship, it’s a logo, it’s a
story and it’s something people love and something people hate. Something as simple as a
logo, can have many brand associations, both positive and negative, and as a brand team
we help manage these associations.
Slide 24 – Apple or Android?
Exercise: Get the group to stand up and ask apple lovers to stand on the left hand side of
the room and android on the right. What is it they prefer about these brands? Why? If
anyone cant decide they must explain why e.g they prefer Huawei
This goes to show the power of brand loyalty. Your loyalty to a particular brand can have a
huge impact on your buying decisions, and as a brand, loyal customers are much easier and
cheaper to keep than attracting new customers.
Slide 25 – Vodafone
Ask the group to think:
- What does the Vodafone brand mean to you?
- How will you become a Vodafone brand advocate?
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Discuss this as a group.
If UK telecommunication offerings are not something that the advisers will be familiar with it
would be advisable that they do some research into the following to ensure they are aware
of our competitors and understand what the term ‘piggy back’ mobile company means:
- O2
- EE
- Three/3
- Tesco Mobile
- Virgin Media
- Giffgaff
This is not an exclusive list as there are many competitors in the UK. ‘Piggyback’
telecommunication companies do not have their own network and pay the core network company to
‘piggy back’ off their service to provide to their customers. One example of this would be Tesco
Mobile who run off the O2 network.
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Slide 25 – Vodafone Advert
This is a very different feel to our previous adverts – it is going for a more diverse and
upmarket feel.
What do you think of this advert? How does it make you feel about the Vodafone
brand? Can you remember any of our previous adverts in comparison?
Slide 26 – Connectivity Video
The video should highlight how our technology impacts on the world around you. What we
are trying to do to continue this innovation.
Purpose - So you can see that at the heart of everything we do is connectivity - the simple
fact that we are connecting people and businesses throughout the world in order to live
better lives.
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Few questions for you:
- Has anything surprised you in this video?
- Anything that you didn’t know?
- Anything that you found out but not in the video?
- The video aims to show we are more than just a mobile brand. Ask ‘How does the video add
to your brand image of Vodafone?’
Slide 27 – Vodafone Foundation
Ask how does that make you feel?
This is not something Vodafone openly ‘shouts out’ or advertises because we want to do it
because it is the right thing. Please note Vodafone Foundation is a global aspect of the
company not just UK.
Exercise: After seeing this video ask the group to split into teams and give them either
flipchart paper or use of whiteboards if available to ‘draw’ what the Vodafone brand means
to them after what they have seen so far today. (10 - 15 minutes).
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Slide 28 – Strategy Slide
• Converged Challenger: Game-changing propositions to drive share growth
• Simple propositions: Simplify core mobile offer and commercial policies
• Family: Target families with a feature-rich product
• High Value: Grow share in high value segment
• Fixed in Business: Selling fixed products to our large mobile base
Slide 29 - VOXI
- A brand specifically created for the younger generation
- Aimed at 16-30 age group
- Endless social data + 15GB for everything else
- Endless calls, texts, picture messages, and European Roaming
- Flexible 30-day rolling plan – PAYG – it is not a contract.
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Slide 30 – IOT and V by Vodafone
Lots of Internet of Things (IOT) products available for our consumers. Our segment led IOT
brand is called V by Vodafone.
What IOT products do we use in our lives on a daily basis in or around our home?
How would these Vodafone products be useful to our customers?
Slide 31 – More than mobile Video
This video is aimed to describe some of the different enterprise initiatives that we have
launched to show we are more than mobile. Not all of our advertising is TV or for
consumers.
Ask the group what they thought of some of the different products.
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Slide 32 – Strategy Slide
Converged Challenger: Game-changing propositions to drive share growth
Simple propositions: Simplify core mobile offer and commercial policies
Family: Target families with a feature-rich product
High Value: Grow share in high value segment
Fixed in Business: Selling fixed products to our large mobile base
Slide 33 – The Vodafone Way
The start point is that we want all customers to feel admiration for Vodafone and they will
feel that because they see and experience us being:
- Customer obsessed : Immerses self in customer experience, takes accountability for
personalised customer experience, looks outside Vodafone to understand customer trends
- Digital Telco: Hungry for innovation, embraces creativity, experimentation and risk taking –
‘fail fast’ mentality, throws self into new technology, uses analytics and data for decision
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making, adopts ‘agile ways of working’, e.g.: prototyping mindset, collaborative, cross-
functional, design thinking
- Ambitious & Competitive : Sets high expectations for self and others, is a life-long
student, continuously develops self, has a curious mind, strives to outperform competitors,
looks beyond internal benchmarks
- One company, local roots : Collaborates with others, both internal and external, actively
seeks, shares and adopts best practices, makes best decisions for Vodafone as a whole
- We operate with Speed, Simplicity and Trust
Slide 34 – Diversity and Inclusion at Vodafone
To finish off the Onboarding day we will have a look at Diversity and Inclusion at Vodafone.
This is a key part of Vodafone’s values and culture, which is why we cover it today.
Facilitate a discussion around:
- What does Diversity mean?
- Why is it important?
- What hinders it?
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Part of refreshing our culture is to ensure that our colleagues, customers, partners and the
communities we work in all feel welcome, like they belong and like they can be themselves.
Slide 35 – inclusion video
This video is part of our employer branding campaign to show the importance of belonging
at Vodafone.
Ask the advisors what they feel after watching this video.
Facilitate a discussion around what things make people feel uncomfortable/unhappy in
society/work. Examples could be:
- What you wear
- Your culture
- Your background
- Your religion
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- Your race
- Your sexuality
- Your gender
We don’t ever want people to feel like they don’t belong and this stands not just for our
employees but our customers too. We need to respect and accept all our differences so that
everyone feels comfortable in their own skin.
Slide 36 – How do we as partners, replicate the culture and passion of Vodafone UK
in our customer Service?
As a final activity pose this question to the group. The customer should always feel like they
are talking to Vodafone and as partners we represent the brand and values that Vodafone
holds.
Exercise: Ask the group to work in small teams to mindmap/draw/flipchart what they feel is
important in relation to this question. Ask them to also note down any challenges or
concerns that they have. Feedback as a group and facilitate a discussion as to what some of
they key ideas are in the room, whilst also discussing how to overcome any challenges/fears
that the group may have.
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3. Process
Not Applicable
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4. Top customer queries
Not Applicable
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5. Evaluation (Key Checks)
Use the questions throughout the TNS to evaluate learning on the day.
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6. About this Document
In this section you will need to list any amendments made if it is a content update and also
list the date they were made.
Content Owner
[email protected]
Date Changes since last version
15/11 New document.
/18
06/11 Updated to new strategy and content is now current
/19
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