Virgin Mobile UAE - Emirates Integrated Telecommunications Company PJSC
Company: Virgin Mobile UAE - Emirates Integrated Telecommunications Company PJSC, Dubai, UAE
Entry Submitted By: Greyling
Company Description: Virgin Mobile UAE is a business unit that was ‘born digital’, providing a truly unique, innovative and fully digital mobile proposition – something that has never seen before in the region. It pioneered app-based acquisition, verification and delivery proposition, marking a paradigm shift in the mobile industry that truly disrupts the digital landscape and the telecoms industry in the region.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Award for Excellence in Innovation in Consumer Product & Service Industries - Organizations with up to 100 Employees
Nomination Title: VMUAE - Award for Excellence in Innovation in Consumer Product & Service Industries
Provide an essay of up to 625 words describing the nominated organization's innovative achievements since July 1 2018. Describe the organization's innovative achievements in at least three (3) of the following areas: organizational management, corporate social responsibility, financial management, corporate communications, customer service, human resources and employee development, information technology, marketing, product design & development, and research & development:
Virgin Mobile UAE is a business unit within EITC that was ‘born digital’, providing a truly unique, innovative and fully digital mobile proposition – something that has never seen before in the region.The UAE is the first country globally to have a complete app-based acquisition, verification and delivery proposition, marking a paradigm shift in the mobile industry that truly disrupts the digital landscape and the telecoms industry in the region.
In the development phase, beta users were invited to be the first to experience the digital service, providing valuable feedback which Virgin Mobile used to add the final touches to its mobile app. Working with beta testers, Virgin Mobile developed a mobile service specifically to suit the needs of UAE customers and designed to deliver a level of customer experience expected by today’s digital natives.
Completely app-based, our fully digital proposition provides the ultimate flexibility for our customers, giving them complete control, from being able to have their SIM delivered to their home or office and activated on the spot to being able to manage, update, pause or cancel their plan within the app.
Our customers can use the Virgin Mobile app to address a wide range of common customer services by themselves, at any time and from anywhere.
-Fully digital, customer-led service – download the app and get your sim card delivered to your door, within an hour, free of charge, and have your ID verified and service activated on the spot – negating the need to physically visit a store and wait in a queue.
-Total flexibility - Gives you complete control of your phone, with the option to manage, update, pause or cancel your plan within the app. Allows customers to optimise their plan – they can reduce or increase their spend on data, international or national minute whenever they like – meaning they are not forced into bundled packages that don’t offer value.
-Provides real-time usage information so customers can amend plans according to their actual usage with no fixed contracts and need to pay for services that they do not use. Plans are optimised and customers can save money.
-No contracts - Works on a monthly subscription basis (like Netflix and Spotify) allowing customers to come and go as they please.
-Contact customer care via the app, online or via social – no horrible IVR to navigate.
Our customers can communicate with our customer service team directly through the in-app help center, without the need to call and choose from automated options or visit a branch. We have implemented a seamless cross-channel experience to offer smooth flowing dialogue however the customer prefers to communicate with us – be it text, email, in-app chat, social media or in store. Our integrated platform provides a unified member history from all channels, to all channels, so we can provide seamless care should a customer decide to switch channel.
Through digitising the mobile experience, we are making mobile better by ‘righting the mobile wrongs’ that most consumers have to handle daily with their current operator:
-Overall low levels of customer satisfaction with other operators
-Need for more innovative products and services
-Need to improve overall customer service and experience
-Simple and easy to understand tariffs / value for money
Virgin Mobile maintains a collaborative approach, fuelling creativity and innovative thinking. Working on a biweekly cycle of active product development in the app, fed from customer insights provided through our active customer listening, Virgin Mobile transforms traditional product processes, which can take months, into short agile digital sprints to deliver a product and proposition built by users for the users, not the mobile operator.