Vodafone came to Australia twenty years ago and up until just four years ago had one of Australia’s highest brand health scores. “Then Vodafone Australia turned internally focused,” explains CEO Bill Morrow. As a result, a million customers walked away in a two and half year period.
Every business has its ups and downs, but it’s how a company responds that can make or break its reputation. During a series of network outages, Vodafone realized it needed a proactive approach to engaging customers. According to Morrow, delivering excellent customer service requires a connection internally and externally that can only be driven and delivered from a single platform. “That’s what we get from Salesforce.”
Committed to listening to every customer voice, Vodafone Australia uses Marketing Cloud to connect with people on every channel and understand their needs—the biggest and most damaging detractor is the customer who feels he or she isn’t being heard.
Now Vodafone engages in an average of one conversation every four and a half minutes across Twitter, Facebook, Google+, and the Vodafone community site. Service Cloud ensures customer queries are automatically routed to the correct respondent. Vodafone’s Tasmanian call center also integrates seamlessly into the service
Vodafone has applied learnings from its customer community to its internal communications on Chatter. The enterprise social network ties conversations and business processes together across geographies, teams, product lines, and retail stores. Teams ranging from marketing to technology also take advantage of the mobility of Chatter, allowing them to collaborate from virtually anywhere. Morrow confesses to jumping onto Chatter from time to time just to monitor the conversation going back and forth. “It's inspiring to see people coming together to do one thing, and that’s serve the customer.”