Vodafone goes on the defensive

Vodafone is being forced to launch a £2m advertising campaign to dispel what it calls the “myths” about the level of service it offers its customers, after its own research showed a perception of “poor” service levels within the UK.

Vodafone is being forced to launch a &£2m advertising campaign to dispel what it calls the “myths” about the level of service it offers its customers, after its own research showed a perception of “poor” service levels within the UK.

The company says the research suggests that it is considered to offer poor service to business customers. A Vodafone spokeswoman says that the new campaign will attempt to counter that view.

The campaign created by J Walter Thompson breaks next Monday and will also aim to cut the company’s churn rate. The mobile phone operator will run a series of outdoor, press and online ads featuring taglines including “our business customers have over 1,000 advisers working just for them”, “87 per cent of business enquiries are answered without being passed onto someone else” and “our business advisers train every fortnight because things change so fast”.

It was also announced this week that Vodafone UK chief executive Bill Morrow has been handed the task of reversing the fortunes of the company’s struggling Japanese business.

Morrow, who has only been in charge of the UK business for a year, will become the division’s president, sharing management responsibilities with Japanese executive chairman Shiro Tsuda, who joined Vodafone before Christmas. He will be replaced in the UK by New Zealand chief Tim Miles.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here