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Vodafone and Orange are taking initiatives to champion customer-centric thinking - and, in Vodafone's case, the move comes out of a very real need to turn around what can only be described as a pretty poor customer service reputation
Vodafone has started to drive home this new customer-first message in the UK. In November 2015 the UK regulator, Ofcom, fined the company for "mis-selling, inaccurate billing and poor complaints procedures". Its reputation resulted in record-breaking lows of -35% for its net promoter score (NPS) and its transactional net promoter score (TNPS) ratings.
Neil Blagden was brought into Vodafone UK as director of commercial and customer operations to take on this challenge. "Vodafone has had some troubles over the last three-to-four years," he said.
One key change is the migration of Vodafone's seven UK consumer billing systems down to a single system. "Most problems happened in our pay-monthly base, and the majority centred on billing issues." Now Blagden is "pleased to report that we've halved the number of calls coming into the contact centre and webchat and...