Introduction
Currently, Omega has 178 stores UK wide. Most cities and large towns within the UK are catered for by Omega. Omega began in 1960's selling various makes of telephones for personal and business use. They also sold a variety of telephone accessories. During the mid 1990's Omega entered into mobile phone sales.
Business structure
The 178 stores are organised into 20 regions. Each region has a regional manager. Previously the regional manager was located at Omega's headquarters, with regular trips to their respective region. This approach has proved unsuccessful and the Manager at Omega is relocating each ‘regional manager' to his or her own region. The Manager is concerned with the change in communication, particularly as FOCUS has just been launched and will require modifications over the next two years. The regional mangers will also meet three days a month at Omega's headquarters for intensive discussions, meetings etc regarding FOCUS.
FOCUS
Mobile telephone sales now account for about 20% of Omega's annual turnover. Faced with a slow down in mobile phone sales Omega introduced a highly competitive customer focused initiative. They named this customer orientated initiative First Open CUstomer Service (FOCUS). FOCUS enables easy payment options for customers of all types who would like the use of a mobile phone, or a number of mobile phones, but with various connection payment options. Within FOCUS, there are a variety of options, which are usually defined by the customer but are scoped by the limitations of FOCUS.
Customer (Pre-Pay)
Customer Pre-Pay (CPP). This type of customer is relatively easy to manage in comparison to the other customer types. A customer will choose a tariff and an appropriate network provider and make a payment by cash, cheque, credit card or debit card. An Omega customer representative will ensure that a CPP will receive any ‘special offers' being offered by the network provider.
Customer (Contract)
This type of customer, Customer Contract (CC), is very similar to a CPP. A customer will choose a tariff and an appropriate network provider and make a payment by cash, cheque, credit card or debit card. An Omega customer representative will ensure that a CPP will receive any ‘special offers' being offered by the network provider.
• Contract form (must be signed by the customer);
• Credit ratings are obtained, usually through a credit referencing company;
• Contract details form (tariff chosen with network provider, GPRS or WAP etc).
• Completed Contract form (to indicate a commitment 12 monthly payments);
• Insurance details completed.
A CC will select a mobile phone number from a range of numbers as offered by the network. The SIM card is packaged with the phone
Customer (Contract FOCUS)
This type of customer, Customer Contract FOCUS (CCF), is a special kind of customer that has very limited payment options. CCF's obtain a phone with specialised tariffs set by Omega. Omega has a secured a deal with a large network provider to provide a range of options.
The internet provision for FOCUS must allow the following:
a. It must cater for all types of Customer.
b. Customers must have access to their Internet account.
c. Customers must be able to update their details and change their tariffs
d. Customers must be able to order new handsets (Upgrades)
e. Lost mobile phones should be able to be recorded using the Internet.
f. Alternative tariffs must be able to be viewed on the Internet.
g. Bills must also be able to be viewed on the Internet.
h. Customer help facilities available on-line.
i. Sign-up for a wide range of alerts on-line.
j. Keyword searches to services available on-line.