As an addendum to a Euro-crisis-impacted earnings report, Vodafone CEO Vittorio Colao also announced the operator’s goal over the next three years was to improve its customer experience across both its brick-and-mortar stores and online channels to become “the Amazon of telcos.”
The Wall St. Journal reports Vodafone’s plan, which was not included in the firm’s 34-page earning statement and only offered as a slide presentation to analysts, is to retrofit 75 percent of its 2,200 stores around the world by 2015 to give them an “experience-led design.” Colao said the stores will be more like service centers where customers can handle, try out and learn about new mobile devices. In addition, users will be able to purchase their items online and pick them up later at the store. Colao also said the operator would work to provide “healthy data pricing models” and has plans to increase loyalty and sustain ARPU, while improving average margin per user.
Yankee Group Research Director Sheryl Kingstone comments
“Vodafone is doubling down on the customer experience. Retail stores today add very little value beyond order taking. The industry learned from Apple that customers need an immersive, engaging experience. Vodafone understands that to drive customer loyalty and capitalize on new revenue opportunities outside its traditional markets it must create a differentiated customer experience beyond just network service quality and pricing. Focusing on a cross-channel experience from the Web to retail is also a critical step forward to provide a consistent, dynamic and transparent customer experience across all four dimensions of brand, products/services, channel and operations.”
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