How Vodafone Australia is earning back trust one conversation at a time

This event report discusses how Vodafone implemented a three-year recovery program to re-establish trust in its brand in Australia.

How Vodafone Australia is earning back trust one conversation at a time

Barbara Messer

Between 2010 and 2012, Vodafone endured a series of very public network issues in Australia, amplified through earned and social media, which resulted in the loss of one million customers.

"In a matter of a few short years our NPS (Net Promoter Score) went from about +18, which is quite enviable in our category, to -30 or -40," Kim Clarke, chief marketing officer at Vodafone Hutchison Australia, told delegates at the ADMA Forum, held in Sydney in July 2014. "So in essence we went from being...

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