14th Mar 2017
Telecoms giant Vodafone has announced plans to create 2,100 customer service roles in the UK.
The company will expand its customer service centres, increasing staff numbers in Manchester, Newark, Stoke-on-Trent and Glasgow.
In addition, Vodafone UK’s third-party customer service partners will create new roles in Newcastle, the West of Scotland and Cardiff.
Vodafone UK chief executive Nick Jeffery says: “These new, skilled roles will make a real difference to our customers and a real difference to the communities that are the focus of our customer services investment. Our ambition is to give our customers the best experience possible, providing an outstanding level of service and support as we continue to invest in building the biggest and best network in Britain.”
Responding to the news, Jo Causon, CEO of The Institute of Customer Service, says: “In a world that is increasingly short-term, competitive and uncertain there is a real opportunity for organisations to think hard about how they demonstrate a sustainable commitment to customer service. Vodafone’s decision to ‘enhance the quality of service’ comes at a time when the telecoms sector is under the microscope because more customers are experiencing a problem than in any other sector, and because the effort consumers are having to expend to get what they want is also rising.
“As we face up to the uncertainties of a post-Brexit economy, it’s clear that customer engagement will be more critical than ever to productivity and business performance. It means that organisations in the sector need to raise their game and offer straightforward, seamless experiences as well as empathetic, proactive help and advice.”
Causon’s comments come in the wake of figures suggesting that 20% of customers experienced a problem in the telecoms sector last year – the highest of any sector measured in the UK Customer Satisfaction Index. The same data, published earlier this year, also revealed that customer effort rose from 5.2 out of 10 to 5.4 – suggesting that customers are having to do more to get a satisfactory result when issues occur.
Causon adds: “Customer priorities have changed. They are now more concerned with the attitude and aptitude of staff than they are with price. It’s the organisations who realise this – and are investing in the service experience – that will achieve tangible loyalty, and advocacy.”