Passionate and eager-to-help hearts, hidden in heads with above-average intellectual capabilities, and strong hands ready for hard work. On our team, these are precisely the attributes that determine how Mobile Vikings develops. But what good is care and diligence if no one appreciates the effort? To be sure of our business decisions, we asked the Vikings what they think about the direction our ship is sailing.
We are not afraid to go our own way, but we always consider the voice of the community, even when we stray off course. This year's survey about our services was sent via email to a research group of 2779 Vikings, of whom 675 (corresponding to 5% and 1.2% of our base) decided to answer the questions we prepared. None of the questions were mandatory, and each fell into one of four categories where respondents were asked to assess the congruence of their feelings with the theses we presented on the innovativeness and strength of the Mobile Vikings brand, as well as the freedom and care it provides.
🤝 I like how you care for your users because…
We are not surprised by the high agreement of voters on the readiness of our HelpDesk to assist [A]. Each of our heroes will go to great lengths to rescue those calling and writing to our support department. And we're not just talking about Vikings and telecommunications matters here! The story of a lady in distress who couldn't leave her apartment due to a jammed door and called our HelpDesk is already legendary. We helped. The care for the clarity of our offers [D] and informing [E] about all the changes happening here were rated slightly better than the support department. We don't hide the fact that we've always valued simplicity and directness.
The additional campaigns we organized [B] fared the worst in the entire ranking. They were not liked by as many as 24.6% of voters. Although the positive result still prevails (33.6%), such a distribution of votes calls into question the future creation of events like the Laser Tag Tournament or the quarantine support group "Viking Support". Before we make a final decision, we will seriously work on their promotion, as 37.9% of respondents indicated they were unaware of their existence. Mea culpa – admits our marketing department (internally known as the Department of Awesomeness).
The ability to influence the direction of development... is the foundation of our business model and translates into unparalleled user loyalty in the industry…
The #ZaDarmo [F] referral program achieved a high satisfaction rate. We see the effects daily in our database, where as many as 60% of Vikings join through referrals. We are also pleased with the warm reception of engaging the community in decisions [C]. A few weeks ago, this took the form of a general Viking vote, the result of which led to the expansion of the Perfekt Match offer with free data rollover.
The ability to influence the direction of development and the use of a referral program rewarding Vikings, instead of costly advertising campaigns, is the foundation of our business model and translates into unparalleled user loyalty in the industry, which is built not only for them but, de facto, by them.
👨💻 I like you for your innovation because…
In terms of innovation, the "interneticity" of our service [C] dominates, achieving 89.3% support among Vikings. The internet has always been our natural environment, and from day one, we have strived to ensure that every matter can be efficiently handled online. The absence of physical stores, apart from our Wrocław Command Center, and our "settling in" online are factors that meant the market shock caused by the coronavirus did not affect us at all.
…we are held up by journalists as an example of clear and light communication.
Slightly lower were: the auto-renewal of accounts from a linked payment card, the auto-recharge service [A], and the app [B] for managing the number. Although the Viking App is currently the highest-rated app among Polish operators, we are not resting on our laurels and are diligently improving its features. Feel free to send us your ideas for what you'd like to see in it. You can leave them in the comments. We read them all!
Among the innovations, the least known turned out to be the Viking Store, a gadget store where you can exchange accumulated gigabytes [D]. The functionality of this add-on naturally depends on how you use your phone. This is a solution for those Vikings who don't use their entire data package and accumulate more and more transfer in their account vaults, which they can then exchange for bags, hoodies, or hats. After all, not everyone browses the internet enough to use our offered 20GB per month. It's our way of saying to them, "You should have something from this too, you deserve it."
😎 I like you as a brand because…
We know very well that you love our emails [B]. Even on such mundane matters as refunds for roaming, we are held up by journalists as an example of clear and light communication. The average open rate for our messages is 38.4% – almost double the market average. What encourages reading, besides clarity, are the interesting facts placed in the footer. Want one? A sloth can hold its breath for 40 minutes – that's 4 times longer than a dolphin.
Our informative and humorous approach is evident not only in our messages but also in the conversations we have [A]. We are human, and we treat Vikings like friends, and we like it that way. Our users are a community, and the ability to talk to them in a relaxed manner makes caring for them not just a job, but building relationships.
Our users are with us not because a signed contract forces them to be, but because they value what we do for them.
As many as 35.8% of respondents indicated no opinion regarding Mobile Vikings' social media profiles [C]. Are our accounts so bland? This is another task for our promotions department, following the communication of community campaigns, and an important lesson this survey has taught us.
⛱️ I like the freedom you give me because…
The greatest sense of freedom and liberty is given to Vikings by the accumulation of unused gigabytes [C]. As many as 93.5% of those who voted said they "like" it. Some value it because they prefer to save their data for a rainy day, while others appreciate it because it's simply fair and allows them to keep what they paid for. Free data rollover, which became an integral part of the new offer at the beginning of April, only reinforces the name of the tariff that reflects our relationship with Vikings – Perfekt Match.
We were surprised by the 11.5% of respondents who indicated they were unaware that at Mobile Vikings, they don't have to pay for their number during periods when they don't intend to use it [B]. Perhaps the description wasn't understood as a year of account validity, or perhaps this functionality is indeed unknown to Vikings? Regardless of which answer is correct, we will focus on communicating the service more broadly and ensuring clearer questions in future surveys.
The survey results... confirm our belief that at Mobile Vikings, we not only know what's good for Vikings but also do it well.
The vast majority of Vikings asked for their opinion also value the absence of contracts [A]. We have never, and still do not intend to, hold anyone's number by force. Despite the lack of contracts, we enjoy one of the lowest churn rates in Europe. Our users are with us not because a signed contract forces them to be, but because they value what we do for them.
The community's responses have identified several areas we need to work on, but overall, they confirm our belief that at Mobile Vikings, we not only know what's good for Vikings but also do it well. And now we're getting to work so that next year's report shows even better results. Share this article on social media so your friends can also get to know the network that cares for its own!
