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SmarTone Telecommunications Limited |
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A Win-win Alliance Brings Better Services
The Advent of the 'Mobile Communications Dream Team'
In mathematics, one plus one can only equal two. But in business it's not that simple. When two well-known brands join hands, a synergy is created, combining the strengths of both companies while also neutralising weaknesses. This results in something bigger than the sum of the two.
In April this year, local mobile communication operator SmarTone joined forces with the world's largest mobile community, Vodafone. Ms. Rita Hui, General Manager of Human Resources of SmarTone-Vodafone, explains how this alliance has enhanced overall services and the brand image, as well as the ways in which the company are helping staff cope with this major move.
An alliance that focuses on enriching more meaningful lives
The new SmarTone-Vodafone has a sharper focus on the customer and customer benefits. Rita pointed out that the corporate mission of SmarTone-Vodafone is to "better enrich customers lives, bringing them closer to what matters most to them –
a world of greater possibilities and achievements," encompassing:
• An intimate world - where they are able to build better relationships and share special moments, ideas, excitement and events with their families and friends
• An informed world - where they will always be in the know about the latest news, trends and happenings as well as a rich variety of offers and privileges
• A richer world - filled with fun and excitement
• A dynamic world - helping them to move ahead in their working lives
"Our motto is - 'Let our world merge into your world'. This also provides our staff with better and more diversified development," says Rita.
"U ACT Principles" - a mean to strive for excellence
To fulfill commitments to customers, the match between the management system and employees is important. "In line with the 'get closer' proposition, we must understand and listen to customers more closely in order to customise personal and heartfelt services. Therefore, 'U ACT Principles' have been specially created for front line and support staff to deliver a higher level of service excellence," says Rita.
The "U ACT Principles" include:
• Understanding is about thoughtfully and sensitively considering our customers' needs and aspirations
• Agility is about quickly adapting to constantly changing customer needs and circumstances
• Clarity is about speaking, writing and demonstrating things in such a way that customers easily recognize the benefits we deliver
• Teamwork is about always working together constructively with an active contribution from everyone to deliver a greater customer experience every time
Through the implementation of the "U ACT Principle", SmarTone is making continual progress and performing better than others.
Changes that add value
With reference to the strengths and competitive advantages of SmarTone-Vodafone, "we are practical and committed to providing quality services and the most memorable experience to our customers. Whenever customers come to our shops, call our hotlines or use our voice mail and multi-media services, we care much about how the person feels," says Ms Hui.
Rita adds, with this in mind, we then go about designing a more spacious shop environment where customers can sample the products on display with greater ease. Moreover, our front line staff can recommend more directly the services that customers need.
The new alliance also allows SmarTone-Vodafone to continue offering better value-added services. Plus, it provides staff with more learning opportunities and support while broadening their perspective. Training courses, seminars and workshops have been set up to enhance employees' professional knowledge, too. Communications between front line and support staff have been further enhanced by inviting the support employees to visit outlets to understand how to best handle customer relations.
Communication is vital for a smooth transition
In-depth and consistent communication is the vital factor in the transition from SmarTone to SmarTone-Vodafone. "For example, our President explained to the staff over the intranet why we made this alliance with Vodafone, providing a company background on Vodafone, and explaining the overall benefits of the alliance. This was further addressed by department heads, who in turn better understand the views of employees in this matter.
Before we formally announced the new brand, we had organised a company meeting where our President highlighted how Vodafone, the world's largest mobile community, could bring greater benefits and learning opportunities for us."
Boost morale creatively
SmarTone-Vodafone found a number of creative ways to help boost staff morale. For instance during the morning when the new brand was to be announced, employees returned to their offices and found a special small gift on each working table. The gift box was marked with the message - "We think you are not ready yet." When the box was opened, they found another message inside "This will help you to get ready" with gifts like a "Be one of us" staff card holder, "Encounter the world" name card stand, and "Keep in touch" phone rope. Finally, employees found in the box another message " Now you are ready to be a part of the world's largest mobile community" and a letter from our President Mr. Douglas Li explaining the latest development of the new brand. "It was really an unexpected gift," says Rita.
In addition, SmarTone-Vodafone rewards staff based on their performance. "Mystery Customers" are employed to select the high performance front line staff. The Best Idea Award, The Excellent Performance Award are also presented to support staff.
This May, a SmarTone-Vodafone F1 Simulation Race was held for the public in Hong Kong. The SmarTone-Vodafone Pit Stop Challenge was also open to 24 of Hong Kong's leading corporate teams, including American Express, Chanel, Citigroup, Shell (HK) Ltd. and others. Internal races were organised for staff to rehearse for the open contest and as a part of team training. Rita points out that similar activities can also enhance staff's sense of belonging, elevate team spirit and bolster the pursuit of excellence.
Full force development of 3G
Calling 3G the future of mobile communication, Rita adds that "In today's information era, customers are expecting not only voice calls but also video calls and multi-media services. Our customers seek a more compelling mobile experience, especially with respect to downloading ring tones, games, e-mail and instant financial news."
To satisfy customers' needs, SmarTone-Vodafone is recruiting a large number of sales staff as well as 3G technical and content production personnel. Rita says the company welcomes those who are pro-active, hungry for success and helpful as well as zindividuals who want to keep learning and are enthusiastic about the telecommunication industry. |
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