Vodafone

Written By Rhonda M

Telecommunications Provider (Australia)

 

The Challenge

 

Following the merger of two major telecommunications players, Vodafone faced fragmented culture, inconsistent customer practices, and declining satisfaction.

With two distinct operating models and service philosophies, there was no unified customer strategy to align priorities, performance, and behaviours.

The challenge was to create a clear CX vision, define the ecosystem, and embed customer-centric thinking across the business, establishing a scalable model for service excellence.

 

The Intervention

 

Our founder established the first dedicated customer experience function in Retail, defining the vision, governance, and operating model for how CX would drive performance.

  • Strategy & Value: Designed and implemented a unified “Customer First” strategy linking customer outcomes directly to commercial and operational metrics. Introduced the Net Promoter System (closed loop) across major service areas, building accountability and measurable improvement in satisfaction and retention.

  • Experience by Design: Defined the CX ecosystem for retail and service redesigning core journeys across contact centre, retail, and digital to remove friction and improve consistency. Co-created solutions with cross-functional teams, that improved ease, speed, and resolution quality.

  • Operational Excellence: Consolidated multi-site contact centre operations into a single location with a unified performance model, embedding lean practices that improved right-first-time resolution, reduced cost-to-serve, and enhanced productivity.

  • People & Culture: Led a significant cultural shift toward customer ownership and shared accountability, building capability and alignment across retail and service teams to deliver consistently improved experiences.

 

The Outcome

 

The transformation built the first organisation-wide CX capability and delivered measurable improvement across customer, operational, and cultural performance.

It became a benchmark for embedding customer-centric strategy and operational discipline across the organisation, balancing satisfaction with commercial performance at scale.

 

Key Results

 

  • +20 point NPS uplift in 8 weeks (- 4 to +16)

  • 25% improvement in service productivity

  • 33% reduction in call volume

  • $30K MoM cost savings

Rhonda M
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