Vodafone 2008 Annual Report Download - page 24

Brand and Distribution
73.1
Customer Delight Index
(2007: 70.6, 2006: 69.9)
Vodafone’s products and services are available directly, via Vodafone stores and country specific
Vodafone websites, and indirectly via third party service providers, independent dealers, distributors and
retailers, to both consumer and business customers in the majority of markets under the Vodafone brand.
Customer strategy and management
Vodafone endeavours to ensure that customer needs are at the
centre of all of the Group’s actions. The Group seeks to use its
understanding to deliver relevance and value to each customer
and communicate to them on an individual, household, community
or business level, with the ultimate aim of encouraging customers
to stay with Vodafone for longer and use and promote the Group’s
services more.
For this reason, the Group has created a Global Customer Value
Management team to support operating companies with their
aim to engage with customers directly through a data driven
approach, linking all the elements of customer interactions to
deliver exceptional service and consistency in the Group’s
approach while financially optimising decisions made via a
branded customer experience across all touchpoints. Recent
examples of this include: rollout of a consistent and innovative
store design to eight countries, successful trial of an innovative
handset based self service solution and creation of a global
training academy for customer facing staff.
Vodafone’s customer knowledge driven organisation aims to make
the most of its deep customer understanding by approaching
customers with the most appropriate product through a channel
they enjoy at a time that is best for them. This approach firmly
places Vodafone as an organisation that listens to customers,
delivers value and enhances their experience.
Vodafone continues to use a customer measurement system
called “customer delight” to monitor and drive customer
satisfaction in the Group’s controlled markets at a local and
global level. This is a proprietary diagnostic system, which
tracks customer satisfaction across all points of interaction
with Vodafone and identifies the drivers of customer delight
and their relative impact. This information is used to identify
any areas for improvement and focus.
During the 2008 financial year, further econometric tools were
developed and employed to better quantify the commercial
impact of improved customer experience by linking customer
feedback directly to business performance. Results from the
study are used to generate the Customer Delight Index (“CDI”),
which is one element of Vodafone’s short term incentive plan
(“GSTIP”), thereby directly linking employee remuneration with
customer satisfaction performance. The CDI result for the 2008
financial year was 73.1 points on a 100 point scale, which was
2.0 percentage points ahead of the average competitor.
Marketing and brand
Brand and customer communications
Vodafone has continued to focus on delivering a superior,
consistent and differentiated customer experience through
its brand and communications activities. A new Marketing
Framework has been developed and implemented across
the business, which includes a new vision of expanding the
Group’s category from mobile only to total communications
“to be the communications leader in an increasingly connected
world”. Brand and customer experience continues to implement
Vodafone’s promise of “helping customers make the most
of their time”. The brand function has also developed a
methodology to develop competitive local market brand
positioning, with local brand positioning projects now
implemented in 12 markets.
To enable the consistent use of the Vodafone brand, a set of
guidelines has been developed in areas such as advertising,
retail, online and merchandising, all including detail on how to
make the brand work across every touchpoint. Since June 2006,
eight markets have implemented the global retail design.
In September 2007, Vodafone welcomed India with the “Hutch is
now Vodafone” campaign. The migration from Hutch to Vodafone
was one of the fastest and most comprehensive brand transitions
in the history of the Group, with 400,000 multi brand outlets,
over 350 Vodafone stores, over 1,000 mini stores, over 35 mobile
stores and over 3,000 touchpoints rebranded in two months,
with 60% completed within 48 hours of the launch.
Vodafone regularly conducts Brand Health Tracking, which is
designed to measure the brand performance against a number
of key metrics and generate insights to assist the management
of the Vodafone brand across all Vodafone branded operating
companies. This tracking has been in place since 2002 and
provides continuous historical data against key metrics in all
19 Vodafone branded operating markets. Each operating
company manages a study that complies with the standards
and methodology set by Vodafone Group Insights. An external
accredited and independent market research organisation
provides global coordination of the methodology, reporting
and analysis. As a result of these activities the Vodafone brand is
now ranked number 11 in the BrandZ Top 100 global brands list,
recently published in
The Financial Times , with an estimated
value attributable to the brand of £18.7 billion.
For the 2008 financial year, Vodafone brand preference among
its own users reached 81.9%, up 2.0 percentage points on
the previous financial year, and a performance level that is
1.0 percentage point higher than its closest competitors.
In addition, the brand consideration among non-users of
the brand has increased in the 2008 financial year to 33.5%,
1.8 percentage points above its market share.
1st
BrandZ UK ranking
In the BrandZ most powerful brands
ranking. Ranked 11th globally.
Vodafone – Business
22 Vodafone Group Plc Annual Report 2008