Anyone who is with Vodafone, would have known that text message service was useless on Easter Sunday – as no text messages were able to be sent or received. This is frustrating on any day – after all, the purpose of a mobile phone is to communicate with one another. But because it occurred on Easter Sunday, the matter was made worse – how many of you with a Vodafone phone would have loved to sent out text messages to family and friends and couldn’t? I know I was one, but enough about bashing Vodafone, they get enough of that as it is (after all read our previous blog post about them!).
The purpose of this post is to discuss the service recovery strategy that they have just implemented – after all who knew the cowardly lion that is Vodafone had a heart?
Vodafone or Vodafail as it’s commonly known has been suffering with a poor corporate image – anyone just needs to google ‘Vodafone complaints’ and you see what I mean!
Vodafone tried to recover from this a while ago when they launched the public relations campaign of winning a place to work at a charity for a year. I like many people were pretty sceptical about it and don’t really believe that they know corporate saints because of that campaign.
The one thing that has always bugged me about Vodafone (and it’s not just because they rip Roy Orbison songs off on their ads) is that their strategy is always focused on getting new customers in and they always tend to forget about me! Ie. those customers who are locked into a contract, (read our previous blog post about this topic as we have discussed it before). When it comes to down it the rule that 80% of your business is generated through 20% of customers is correct, this means that organizations need to also focus on customer retention – after all your current customers are your biggest brand ambassadors. So to explain, if the organisation bugs their current customers so much because they are focusing on new customers – well then the consumer bugs you by bad mouthing that organisation’s products and services to other potential customers which means down the track the organisation loses both new and old customers.
Now back to Vodafone’s service recovery strategy, I’m so glad that for once Vodafone has focused on their current customers and as a result anyone who is on a contract with Vodafone or on an active prepaid account will be able to send text messages for FREE between 8.00am to 8.00pm on Sunday 1 May!
Let’s see if Vodafone can keep up the effort – in the meantime if you are with Vodafone enjoy the free text messages tomorrow!
Julia Taine, Executive Director of Vent2Me, is a marketing problem solver and mentor. A mover and a shaker, Julia sees a niche in an industry, and takes it, by making it her own. Julia started Vent2Me, because people she knew were struggling with their online presence and their digital strategies. Julia knew she could help these people, and so here she is today.